Test your campaigns and concepts to increase their relevance, appeal and impact
What makes a campaign successful? There is no magic formula to guarantee your campaigns will appeal to all people. This is never truer than when dealing with people from different minority groups. You can, however, understand what motivates people, discover cultural preferences and unearth political sensitivities that are often rooted in a long history.
Through communications testing, you can test campaigns with specific audiences and learn why some communications might fall flat, risk serious unintended offense or unlock a whole new market ahead of rolling out a full media plan.
You can also find out which media is (social or traditional, British or foreign, mainstream or niche) consumed to ensure your campaigns reach their audiences.
Why not seek our opinion based on 20 years working with diverse groups, prior to committing to your planned communications testing strategy? Talk to us about diversity-proofing your campaigns.
In the world of diversity and inclusion, Protected Characteristics are talked about a lot, but if you don’t operate in this space then you’re probably wondering what they are and why they matter. If so then we've compiled this short guide to bring you up to speed and help you understand why Protected Characteristics matter.
Alcohol and Islam are inextricably linked. But since drinking alcohol is forbidden (haram) in Islam, most brands never give a thought to the Muslim population when it comes to alcohol. Herein lies the golden opportunity for non-alcoholic drinks brands..
Modern British families are diverse and complex, and this has huge implications for marketers needing to connect with them. Research tells us that if, for example, you have been raised by the same two married parents and now have your own children with their other biological parent, you are in the minority.
Workplace discrimination among women and ethnic minorities is well documented. But what about experiences due to the intersection of both gender and race? How do these interact – over the lifecycle, at home, in schools and at work – to shape the careers of ethnic minority women? We explored how some of the most powerful ethnic minority women in the UK beat the odds.
Let's make this happen.