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.
A podcast ahead of the Losing Control event 2019 in Birmingham on 5-6th February where Versiti's Research Director will be running a Teach Me session titled "Powering seldom-heard groups to tackle inequalities".
The new Gillette ad has caused outrage among men and the far right. Toxic masculinity has become the latest cultural talking point. Beneath the outrage, there is a complex mix of male entitlement, ingrained behaviours, sex and gender, confusion and fear, diversity and inclusion.
Brexit provides a golden opportunity for consumer brands to show their true corporate social responsibility and create a more inclusive and diverse society that enables everyone to flourish
Shae Eccleston talks openly about her experience taking part in an online research community (run by Versiti) designed to better understand the experiences of LGBT and BAME cancer patients.
Working with and researching minority groups in the UK on issues relating to inclusion and diversity within the public and private sector has taught us many things. Here are a few of the key learnings, including the balance between individualist and collectivist cultures.
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.