Truly understand the needs and wants of diverse audiences through cultural insight research
In an increasingly diverse and multi-cultural world, it has become crucial to understand the attitudes, behaviours, needs and motivations of different types of audiences.
It is a complex subject. As our community embraces more religions, more ethnicities and a growing openness towards people from a diverse background, such as the LGBTQ community, one-size-fits-all no longer works.
Versiti is one of the advertising industry’s leading experts in equality, diversity and inclusion (EDI). For more than 20 years our people have helped hundreds of brands and agencies gain consumer insight through our advanced cultural insight research methods and technology.
Talk to us about understanding what a diverse audience thinks and feels about brands, sectors, marketplaces and individual subjects through cultural insight research.
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.
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.
RNIB and Guide Dogs have a shared ambition to create a world where people who are blind or have a vision impairment can thrive in a world of diversity. However, they also face a common problem: the general public does not seem to know or care much about blindness.
In a global and more affluent world, ethnic minority women – with their diverse skin care needs and skin tones – have become a powerful economic force. They expect that beauty brands will recognise and value their beauty, understand their lifestyles and cater for their skin care and beauty needs. Over many projects, we helped Estée Lauder reap the benefits of these trends.
Macmillan Cancer Support knew that people living with cancer who are from minority groups (either from Black, Asian or minority ethnic (BAME) backgrounds, lesbian, gay, bisexual or transgender (LGBT), or aged 65 and over) tend to have poorer experiences and outcomes in cancer services. However, they lacked evidence and insight to identify specific needs and shape future support.
Store performance data revealed that some supermarkets in areas where there is a large ethnic minority population were not doing as well and others. Morrisons needed to understand the shopping behaviours of ethnic minority consumers to make sense of this evidence and rectify the problem.
Let's make this happen.