KEYS - The inclusion imperative

Rethinking our Assumptions

This Ipsos webinar series is dedicated to helping our clients better understand the dynamics of today as they prepare for tomorrow. The focus is on sharing new perspectives, based on our latest research and analysis.

Our next episode sees us pause to reflect on how we can do a better job at understanding the world around us in all its complexity and diversity.

This involves revisiting some of our established ways of working and thinking. As we do so, we need to ask ourselves new questions – and be very clear that we do not have all the answers.

Please join us as we reflect on what still needs to be done when it comes to building a more nuanced and empathetic understanding of individuals’ needs and aspirations.

• The Dimensions of Public Opinion: What are people telling us right now about their current context, their sense of community and their own day-to-day experiences? We’ve been on the lookout for signs of both continuity and change.
• The Challenge for Researchers: We need to keep a critical eye on the prevailing assumptions underpinning the practice of market research. And we need to be open about the potential tensions - for example in getting the balance right between inclusion and representativity.
• The Challenge for Brands: What do organisations need to be doing these days to ensure they are tuning in to the voices of under-represented people as they live their lives? We reflect on the emerging lessons from a turbulent period, drawing particularly on the American experience.
• The Challenge of Complexity: Building a real understanding of people as citizens, consumers or customers involves being in tune with so many different dynamics. We draw some learnings from our work in India, one of the most diverse countries in the world, and shortly to become the most populous.