Understand how diversity can affect shopping decisions
Understanding cultural and other influences behind purchase decisions can give you a real competitive advantage and a true understanding of shopper insights.
Knowing how diverse consumer groups move from wanting, researching and then buying, and their online and offline paths to purchase is now a vital part of delivering products and services in a multicultural and diverse society.
Our in-depth research methods and technologies uncover the nuances between groups, leading to richer, more valuable insights and ultimately a better user experience and sales uplift.
Talk to us about shopper research that understands ethnic, age-related and gender orientated viewpoints and attitudes to create more inclusive shopping experiences.
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.
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.
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