Best practices for inclusive marketing research | Think with Google APAC

Best practices for inclusive marketing research | Think with Google APAC

Include more diverse respondents into research upfront. It’s easier to identify insights that have the potential to broaden your impact overall.
Do you know if your topic of interest disproportionately impacts historically underrepresented groups? By adding additional profiling questions or diversifying your research sample, you’ll be able to contribute to a more inclusive future, and you’ll be better able to understand your current customers and potentially expand your audience research to tap into new business opportunities.Including questions about gender, race, ethnicity, sexual orientation, income, ability, or education can impact the effectiveness of your product or marketing, likely uncovering insights around the diverse needs and experiences of your customers. For example, in India, it’s estimated that around 20 million people are deaf — that is almost twice the size of the entire population of Sweden.1

Including minority groups in the sample off the bat is beneficial to the impact of research.

https://www.thinkwithgoogle.com/intl/en-apac/future-of-marketing/management-and-culture/best-practices-for-inclusive-marketing-research/

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