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Diversity challengesConnect & communicate

Consumer insight that enables better targeting and communication

"I need to understand the lifestyles, cultures and needs of diverse people to make communications more effective"

The key to successful communications starts with an in-depth knowledge of your target audience’s demographics, lifestyles, attitudes, interests and values, as well as their media consumption. But when it comes to diversity, there are additional challenges. What defines a particular segment may be quite specific to that group – whether it is the generation of someone from a minority ethnic background, their religious affiliation, the nature and severity of an impairment in the case of disabled people, or whether a person is ‘in’ or ‘out’ when it comes to LGBTQ people, for instance. Unless you understand how and why your target audience may oppose your intended message and impose its own reading, it will be difficult to get your communications right.

Versiti can help you anticipate and avoid pitfalls. We have conducted market and social research on diversity for more than 20 years. Our team has worked on numerous marketing and communications campaigns targeting diverse audiences at different stages of the campaign, from creative inputs to testing and evaluation.

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