Define new segments and understand nuances within diverse groups
Our increasingly diverse society creates new opportunities for forward-thinking brands and organisations who want to embrace new markets.
We help you to factor in the effect of diverse cultural influences, improving your existing segmentation strategy and helping you to identify new segments.
These segments might be behavioural, cultural or revolve around collective identities that only now are becoming more visible in wider society.
Some segments may already be on our radar but not yours. Some may be unearthed by a deep dive into your existing data and we can use our strategic research knowledge to bring them to the surface.
Talk to us about ensuring you have not missed any opportunities in your segmentation strategy and see how we can show you new audiences you might not have considered before.
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.
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.
Black boys and young black men are under-achieving in education and in the labour market. They are also over-represented in the Criminal Justice System. To tackle these issues, four government departments and a group of 25 third sector experts came together to create the REACH programme.
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.
Let's make this happen.