Keeping inclusion at the heart of qual for best-in-class research

How can you use qualitative research to ensure intersectional storytelling? Revisit our on demand webinar now.

The author(s)
  • Janelle James SVP, Qualitative
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At Ipsos, we are passionate about authentically illuminating the voices of all people. We do this by keeping diversity, inclusion and cultural understanding at the core of everything we do, and employing approaches that interrupt bias to unlock best in class research capability.

Listen in as Ipsos' Janelle James leads a panel discussion with members of Ipsos UU's Inclusion Council:

  • Virginia Armas, Race/Ethnicity and Nationality expert
  • Kim Saxon, Race/Ethnicity and Socio-Economics expert
  • Ozzie Totten, Gender/Sexuality and Generation expert
  • Wendy Grauer, Ability and Generation expert

Together, they share POVs from our dynamic Qualitative Consultants who effortlessly connect with respondents, help clients build DEI acumen, drive organizational empathy, and uncover insights that power authentic communications, inclusive products, and effective brand experiences. Hear more about:

  • What strategies do expert moderators leverage to authentically connect with respondents of different race or gender identification?
  • How can you use qualitative research to ensure intersectional storytelling?
  • Are you including people of all ability levels in your recruit? (according to the CDC, 26% of US adults have a disability… making them the largest minority group in the US)
  • Is your research confirming or bringing new light to stereotypes?

AI-generated audio transcript is offered below. Apologies in advance for inconsistencies that have been included.


Thank you for joining us for today's Ipsos Virtual Roundtable featuring best in class tips for inclusion initiatives at the Heart of Qualitative research.


Today's roundtable, guests are among the most talented moderators in the industry, and you can read more about them on the slide in front of you.


Throughout today's session, you will remain in listen only mode, however, throughout the webinar, please submit your questions online using the Q and A feature. Time permitting, we'll be answering questions at the end of today's session. However, if time run short, then your question will be answered by e-mail.


I also encourage you to check out the handouts we uploaded into the webinar console.


Today's Webinar is also being recorded and will be directly e-mailed to you.


And so now without further ado it is my pleasure to get us started and to introduce today's moderator Janell James Senior Vice President with Ipsos who you want to know You have the floor.


Thank you Elen and thank you everyone for joining us today. I'm so excited to moderate this conversation or moderators so definitely need to step up my game for this one. We have for the most talented moderators in the business here combined. They have over 90 years of marketing and qualitative research experience. And they are all celebrated consultants in the Ipsos you family.


And if you you, we take pride in being the voice of all people, that means amplifying, representing an illuminating the experiences of everyone in our society, including the underrepresented, marginalized, excluded, and even sometimes forgotten to that end.


We actively work to interrupt bias in all parts of research that favors traditional ways of working and mainstream audiences, Inclusion is integral to who we are and what we do.


We do quite a bit of work in that space and have a broad definition of inclusion. When it comes to qualitative market research.


Our inclusion work tends to fall into at least one.


But many times all six categories, which are race and ethnicity, gender, sexuality, age generation.


ability which we define as neurodiversity, mental health disability, and body size, socioeconomics. Which for us is class education and housing. And finally, nationality, which is citizenship and language.


We also just launched our Qualitative Inclusion Council, of which these fantastic four moderators are apart.


Our Inclusion Council conducts a great deal of our inclusion studies and they are also thought leaders.


So you're in for a treat today.


We're going to take a peek behind the curtain to understand how these experts keep inclusion at the heart of their work in order to conduct best in class research.


So without further ado, let's meet our marvelous moderator.


Guys, I'm actually going to have you introduce yourselves.


If you can briefly tell me your names how long you've been in Ipsos family.


What your areas of expertise are when it comes to inclusion and a brief story or a brief, Some brief details about a recent inclusion project that you worked on. So, Kim, would you like to start?


I Word Hi, everyone, I'm Kim Saxon. I've been with the Ipsos family. I love how you said that for 17 years, does feel like family. My inclusive specialty areas are race slash ethnicity and socioeconomic terms, or a recent project. It was for financial services client. And they wanted to understand more about how blacks to think about money.


So I've led these like family, friends, sessions online, And the fascinating part about this one versus really careful attention to recruiting an intentional emphasis on diversity within the black race. So, because we're not a monolith. So we were exploring how being a Caribbean descent or Haitian heritage may potentially impact one's approach to money management. And that was really important. And I learned a lot. And so did the client. It was a great project.


Wonderful. ASA, you want to go next?


Yeah. Hi, everybody. My name is Avi Titan, and I've been a moderator with ... since September of 2016. On my inclusion specialty areas are socio economic and gender slash sexuality. Those are my two passions areas there. And a recent project that I was lucky enough to work on with legal services actually contacted us to kind of explore how the queer community thinks about legal needs and how current communications. Legal providers might not be in the ways that it reaches the mainstream. And so, we held in online online discussion board with, with our panelists, to kind of see what their legal needs might be, and where those breakdowns in communication might be aware. That there's a lot of distrust in the legal profession amongst the group community.


And a lot of belief for a need for the legal. Providers can speak to the community directly and make them feel safe and welcoming in a way that they don't necessarily feel. That was really interesting.


Sounds exciting. Wendi, you want to go next?


Hi, my name is Wendy Graph. I've been working in qualitative research for 25 years, and with it says For two years in a newbie, but not really. I? think there's so much, and we'll see that, we can express their work. And I think that's where Diversity and inclusion Thompson as a passion for all of us. Because we are truly learning about consumers from all walks of life, and we'd like to start with that in mind, when we recruit for our studies. So, I think we'll get into that a little bit later, but my key emphasis is Gen ve been working with them for about 15 years plus size and consumers with disabilities.


So, I had a passion for all of these group, but the one that I think is really taking charge, of, which I just love to see, is the Gen Z population. They are true advocates for social change, and that just inspires me so much. So, they are the ones that are breaking down barriers there, and brands are really responding to the needs of this diverse generation. Because they're advocating for these marginalized groups.


I have three Gen Z heads and my own one who was recently diagnosed with Asperger's. So, I'm on a journey with that, and learning a lot about neurodiversity, for sure, but they're told they stick up for each other, and I just love seeing that.


So, a recent study that I would have done was with the blind and low vision population, and there was an app that was developed to enhance their independence, navigating transportation, retail, food and beverage locations, and it was so rewarding to see the freedom that they found through that app.


So, it was neat to literally walk a day in their shoes And it was so eye opening on seeing how this one app could enhance the quality and their everyday experiences that be as able bodied people take for granted.


You know, amazing, amazing Virginia, last, but not least.


Alright, so my name is Virginia RMS and I've been with us a long time, 18, 19 years, these year, actually, and capacities different countries, But yeah, and 19 years a long time.


Inclusion areas are race, ethnicity, and also nationality, citizenship, language.


What's fed me really well, I think, by cultural, myself, and bilingual, and I've been interested and very committed to understanding inclusion and diversity and stereotypes ever since, You know, I came to the US as a student. And a recent project, I was thinking about a project for a ... in the CBD space for a beauty wanted to create a whole line of products for Latinas.


And so, very similar to what Kim was saying, we had to think about the diversity within the Hispanic, we have Latina with different races and mixed race and whites and blacks and everything in between.


So, that, that also, many different skin tones and themes and heard types and needs.


So, in the research, you know, we thought it was very interesting.


We had to inform everything from ingredients to fragrance, to packaging, to claims to messaging. So, it was, it was very comprehensive.


It was a lot, a lot of fun, too.


The wonderful. I love hearing, because I don't get the chance to talk to you guys all the time, so, great to hear about some of the work that you're doing right now. It's so fascinating.


The first question I have for you, and it's kind of an interesting one, maybe creative.


Maybe we're depending how you want to classify it.


I would love for each of you to come up with a nickname for yourself, but not any old nickname I'm interested in. You're conducting research inclusively nickname.


It helps me understand what's most important when you are connecting with an audience that may be of a different race or gender, or when you're working on an inclusion study. So.


I'm trying to decide who I call on first.


We do have a nickname. I got one. So, I guess my, my nickname would be pulled from the three time oscar nominated film in Toronto. I'm gonna go with Bruno, because a lot of times, our clients don't really like to speak to these marginalized communities and kind of keep them marginalized in a way. But what we do start talking to and about Britain now than they can really show us the future, and it might not be the exact future that that you dream up or imagine, but it's an exciting future nonetheless. And we need to talk to the bruno's of the world and hear what they have to say in order to kind of uncover that there.


It's cool, wonderful, wonderful loving, Nicknamed. Yeah, OK, I two I was thinking about Sojourner truth.


Now, it is February is Black History Month. So this could be our Black History Month moment. But some Turner truth, as many of you know, was an activist, a prolific storyteller. And she talked a lot about the intersection of social justice issues, women's race, slavery, champing, change, and all of that. And I think her stories about that were powerful.


So, when I'm conducting qual Research inclusively, it allows me to set that environment for participants to share their truths hence, the name, and establishing that environment for truth and authenticity is really important in all projects.


But I think it's especially important when we're dealing with these types of projects where we're trying to amplify a voice that hasn't been heard. It's really important. And we want deeper understanding, or maybe we want to inspire some change, you know, within our clients.


So I felt like, so, churn or truth's felt like the right fit.


Good, good call on the Black History Month. You're gonna go next. Yeah. So kind of Ozzie gave me an idea. I was thinking about Enola Haunts. Also, from the character from that film is the younger sister of bombs.


I see her as the ultimate seeker of truth, right? She's always questioning the status quo.


You know, why we're doing this, is this survey anymore, what can we do about it looking for change.


At one point, I think she said something around the lines of, you know, I, I always, I, I, was taught to watch and listen.


For me, this is the mode.


That's the definition of what a good researcher is, in my view.


Um, and, and an extremely important to, you know, when we, when we speak about these diverse communities, to really listening to their stories, so there's travelers struggles to their fears, to there, no dreams. So, that's nice.


Is it yeah, watching, observe and listening, in our homes, love it.


Last but not least, Wendi, nickname OK, and this is more of a creative one, and I went with Supersize me.


Because all super, and it's important for brands to acknowledge the beauty and positive body positivity, the average American woman size 16 and celebrities like Beyonce and Adele, and Brands, like da, that Nike and ACOs, they're campaigning and innovating to change the story around the definition of beauty in America.


The skin you're in campaign heightened the self-esteem of women and girls of all shapes and sizes. But the hard part is at some consumers, you know they're not always prepared to change this story.


Like when the plus size making mannequin I'm sure many of you heard about it, went viral, you know, attracting widespread criticism, like us divisions. And journalists believe Nike was supporting obesity through their campaign.


So it's just it's important for us understand the story and truly realize that Nike had good intentions when they designed this mannequin and that women are starting from a space that we will offer.


So they're designing, you know, where to help and to improve there, you know, their body positivity and their shape and their, and their health.


So, it's just, you know, it's a story that's the beginning and I love how it's unfolding, and I think that there's still a ways to go.


Wonderful. supersizing Extra five, and you guys are just such a fantastic job with it.


Um, first question I want to ask: diversity, equity, and inclusion, or DEI has been increasing in importance for organizations and brands steadily since the murder of George Floyd in May of 2020, so almost two years now.


How has this impacted your work as a qualitative researcher?


Kim, do you want to start with this one?




I think that that whole the whole George Floyd murder really touched everyone, back in 2000 and it really impacted everyone. And honestly, I had a fear that some organizations may have like a knee jerk reaction to that.


And jump on the bandwagon, like with a short-term kinda band-aid fix. Like, OK, we're going to run some ads with people in mixed race people.


And I had a fear that it would be, it wouldn't be lasting there would be not authentic.


not, not from the heart.


And I think it's inspired me, because I think if we continue to focus on inclusivity kwa research, we have an opportunity to keep diversity, equity, inclusion.


You know, strategic like in the forefront or a wide array of our companies.


And keeping that conversation going, keeping the lasting change, and I am seeing, keeping it going, is really important, I think. And I think it keeps me really inspired. It isn't really inspired me terms of our discipline and what we can do.


So I'm hearing that the conversation and has continued And A Lot of interesting change as a do you want to build on that in any way? How your work been impacted? What kinds of opportunities for projects? Are you seeing? Me a sense?


Yeah, I have to echo I feel like there's I was also worried that Hard work would really become a lot of surface level stuff But it seems it seems to have a much deeper impact and brands that we're working with companies That we're working with are really taking to heart and kind of actually actualizing Truth is that in their communications that were really exciting to see and really powerful. It's also, I've just had a lot more DEI work come to the table, which is dictating. This isn't something that a lot of clients weren't doing this before that moment. And it seems like this is something that's on the forefront of a lot of people's minds right now.


And a lot of companies and clients that we have long, established relationships with, really, seem want to change, right into want to move this forward, and to want to start engaging this work in a way that maybe they just weren't before.


And so that's been really exciting and a really positive thing to come out of a really ugly moment.


Mmm hmm, Really fair point.


I'm curious what trend technology, advancement or phenomenon has been most influential or disruptive. When you think about, you know, your role as a qualitative researcher Today, it's so interesting, because, I mean, just the fact that we're all on Zoom.


You know, we're having a discussion where, even a couple of years ago, we probably would have done this, you know, in person.


But so much of our work is virtual or online now. So I'm just curious, Wendy, do you want to talk a little bit about no changes, or or things that have been most influential to your work today.


That's the thing that ... like to mention that he knows the onset of code that we've begun to heavily engaging in borderless research because we can reach the consumer anytime anywhere.


And I think especially with diversity inclusion work, this practice has given us the ability to bring more people together that maybe couldn't drive themselves to the focus facility.


Or balancing so much by taking care of, you know, people in their families that have disabilities. Or by just being able to see into their lives in the daily, you know, pains illustrations. Because we can see inside their homes now. Like, Yeah. Yeah. Yeah. I guess. The long commutes they included and play with their children on their fingers were able to really do, and see, and experience so much more of what's happening in, in their actual environment.


So I think everything is has been really helpful with qualitative research.


I love that word borderless, you really planted that in my head. Thank you for that.


Any other thoughts on on trends or changes that you've seen that really have been impactful? Anyone? Yeah.


I was gonna say I don't know if this has been your experience as well.


I think people, what I'm seeing, is that people are more willing to share.


I think driven by both, right Corvids and the Black Lives Matter movement, suggested movement I think there is this sense of stair experience and or a common destination when it comes to social justice and racial equality. Right?


So I think this is kind of like if people are more open and more willing to share their thoughts, their fears, their uncertainties as well about the future.


You know, the change that they want to see, you, know, in a study that says with the world Economic Forum, 79% of people want to see a more sustainable and equitable world.


I think that there is that moment to share, experience, is, that is kind of, like motivating people to want to share.


Raised their voices, and be part of the change, As well, of ozzie, you were saying? Yeah, I wanted to kind of build off of what Wendy was saying, about how not having to meet in person is actually really opened up, especially in the gender and sexuality face that I work a lot in. A lot of times, people aren't, may not necessarily be comfortable being as out and open in the world, is I am blessed enough to feel and be, and that can preclude them to coming into a facility, or to inviting people into their home for an interview. And so, having the ability to kind of reach those people who are part of this community, but aren't necessarily as comfortable living in that community out how the same way as, But really, it's something that's come come to the forefront a lot. And really changed the way that I think about the community and think about the people that we're reaching with our research.


That's a great place to tag on to that, too, is, e-commerce has really blue to with the plus size market, because they don't want to address them. And try on clothes and make them feel very uncomfortable, and a lot of, you know, clothing brands have kind of marginal highs, the site's community, by pushing, you know, their section to the back of the store. So, being able to order online, it just feels so much better for them to shop openly. And, I just love, you know, how these conversations are opening up, the doors are opening and able to just dive deeper into people's lives and learn things we've never known before.


Yeah, so, fascinating, just to think about the fact that, know, ... and the pandemic has isolated us in a lot of ways, but also created so much more access in a way. that is, so, I'm precedented, I mean, both with, you know, people feeling vulnerable, but literally having access to so much more. So it's searching.


Interesting, dichotomy, I'm curious.


We are all generalists. We work across sectors and audiences.


I'm curious, what strategies do you leverage? Particularly connect with respondents who might be of a different race and the different gender?


I'm curious, Virginia, you. I see you nodding So.


Yeah, that's interesting. Because I think in a way, it's in the DNA of our moderator, our research had to come into the room. Like I like to say with this open mind with, with them that, and the disposition. That, it's, it's all about them is not about, I don't have an agenda.


It's all about listening to their stories, their fears, their challenges.


So, I think it's in the DNA of, you know, it comes with, with the job, but beyond that, there's, you know, for myself, I always remind myself that it's really about two things.


Only is connecting with them as human beings.


We share that in common.


And really being there, listening to them 100% with genuine curiosity and interest.


I think that's, they pick up on that.


when you create that environment, then open up, no matter how different they are to yourself, that genuine curiosity or no homes right there, if there is. A life, what you said about that human connection? I think earlier in my career, I was maybe a little more robotic and felt like I couldn't.


I didn't want to share too much, right, to potentially influence someone.


Or you wanted to be more neutral F&B listening, but more neutral.


So, I think what's helping me, now is two, strike a bond, strike a connection, share something about me.


Something small, doesn't have to make the whole thing, you know something small about me, that helps me connect with someone who's not like me on a human level. So I did this, Triad with guys who are friends.


And, you know, we were talking about money, I think, and we dubbed them the Alpha males. You know, they were trying to impress each other, impress me. Who knows? But I said, a few minutes. Just talking about sports. one of them had on a Football Jersey. So just a few minutes about what quarterback do you like? What team needs a better code, you know, just a few minutes. I think they saw me differently, broke the ice. And then we kind of rolled right into the whole while I'm in debt. Or I'm doing this, or I'm doing that. You know. But, sometimes, you just have to find that little connection and then, things just open up.


Particularly because, you know, qualitative research is, is really the only part of market research that actually talks to people directly and have the opportunity to engage in, like, ask follow up questions. And so, you're right.


sharing and having that connection point is so unique to what we do, Ozzy, any strategies on how you connect with?


Well, yeah, I think there's, build, the kind of building off of what Kim was saying there, this is kinda like old-school view of qualitative research, where you don't share anything about yourself. But I think in order to have an authentic conversation with somebody or conversations with two way street, right. And so, you need to be able to, kind of, share and, and, and share those moments with other people. And, if there is something that reminds you of a moment in your own life or something, like, obviously, you're not like telling them all about your mom throwing up, or whatever it might be. But, like, there are a couple of, like, like, funny anecdotes, from my life that I keep in my back pocket.


And so, when somebody like is, when somebody like, when the conversation leads there, I can, I can kind of share something that that gives them a smile.


It gives them a little a little respite in the conversation before we kind of move back into what we are.


But what whatever topic is at hand, right? So, I find that having those little little anecdotes and being able to kind of share a little bit of yourself and then kind of loosened up everybody in the conversation, both yourself and be and the person you're talking to and really allows them to feel more free and people to be able to have a competition, it's like, continue. The conversation going.


Do you have any thoughts on strategies that you might use to connect with audiences?


You're mentioning, you know, big data is great, and we can, you know, builds, you know, part of the story, but they only get half of the story. So, you know, by leaning in and really listening to our consumers are qualitative research on it adds so much to your brand story. It adds depth, the consumer story. So, I always start with the recruit in mind, Just making sure that we are research to include, you know, a diverse representation representation of consumers because you never know what you're missing in this story, if you don't include those conversations to the table and invite them to this story.


Totally makes sense.


I'm curious, How do you guys feel about DEI research? That doesn't include qual?


No, Not a good idea. Why we've got a good. That's a good idea of asking the wrong people.


Because you know, if it's, if it's all qualms, I mean, people surveys, her bias.


It's based on who put the survey together and the structure of it, the bodies. So I think the important thing is to use quoll to inform, maybe, some font to hear the real voice, to get the issues and the themes forward, and then, maybe you can validate it down the line with client.


But it's too much intersecting stories.


There's too much real life stuff that you just can't put on it on a questioning or.


so, I feel like calls imperative to really hear the voice. If you're doing for sure, you only get what you ask for. Your workers that always talks about the Wall Sandwich, starting by Lauren through qual and finding out you know what it's like, what are some of the key learnings we never even imagined? And, then, following up with wants to validate, you know, from a larger sample, and then, you know, going back to fall again to really dive deep and say, Hey, did we get it right? Is this really the direction our patients or a new concept? Or, you know, let's, let's shop this, these ads with them that we've developed.


So, there's just, there's so much beauty and marrying both of, you know, types of research and, that's what we have, so many experts at, its best, that we work with, and we learn from each other, and kinda contribute also the big story.


The next question is a fill in the blank.


OK, fill in the blank, I can tell when inclusion is truly a priority for studies when Blanck, as you're nodding you, the first.


How can you tell, how do you feel that way when when the screener that the client comes to us initially doesn't just say man or woman?


There are three or more more options, or doesn't mean that at all. But if you come to me with a screener that, that has the gender binary, and that's it.


I'm, I often have to have a little moment where I sit down and kind of explained that that's bigger than that of one or the other, and we need to expand our thinking on this.


How would you fill in the blanks?


I was thinking of it that way. I was also thinking of it of I can tell is a priority for my client.


Win a C suite stakeholder.


Shows up to the kick, to the kickoff or pretty close. So suddenly, Oh, this isn't just checking the box.


This study has some real, real importance for this client. So I think of that. Like, who's, who's involved in the qigong?


Who's even listening, you know, when we see the names pop up on our virtual back room, that gives me a signal that it's a priority.


I love that, particularly because what we're seeing a lot that is very important for inclusion work, is stakeholder engagement across the organization. Even if we're just doing consumer work out. How would you fill in that blank?


I can tell when inclusion is truly a priority for studies when blank, when winning, collusion permeates every aspect of the project from the very beginning, right.


So, you know, from proposal to bigger sometimes, I mean, we talk about all of these communities are diverse.


So sometimes, these decisions have budget implications, and timing implications. When we come to a client and say, OK. We want to talk to black african americans, or Hispanics, and Asians, and we tell them we have to represent the US population Here, we have to be. We have to listen from everyone. So, those have, certainly, you know, the design has to include that.


And, that has budget and, and, and, and timing implications, so, I think when inclusion drives decisions.


From, from the very beginning, I think that's when I feel like that. Let him, they see that as important as a priority on Wednesday, how would you fill in the blank? I can tell what inclusion is truly a priority for studies.


When alike, I was going to just echo what everyone else. I did this study design, I mean, if you are innovating and new login costs and changing your Q lines, you're packaging. Who are you thinking? What are your consumer groups that this is going to end, Is it going to impact, you know, blind and low vision? Is it going to impact, you know, lifestyle consumers? Will it impact African American community or the GLBT to your community?


About your product or your service, and how is that going to make them feel? So, ..., with the end in mind your, your study design thinking.


Love it.


I want to switch gears a little bit and talk about how keep inclusion at the heart of qualitative work and how it really comes to life.


I would love for you each share a case, no company names. But I would love to know a few things about, you know, some recent work that you've done.


A little bit of background.


So we understand the context, maybe what the key objectives were for that study, How you made sure an inclusive mindset was top of mind throughout the study?


Maybe any intersectional narratives that might have been important for this. Any unique challenges, and just high level results, if you're at the stage where there are results.


So, I know that that's quite a few questions, but maybe you guys can take 2, three minutes, and walk me through something that the audience will find interesting. Kim, you want to start?


Yeah, I had, um, I'm thinking about health as kind of my passion.


I was working with community for the, for the context or the background, You may have to nudge me to make sure I hit all those points of community health organization in the mid-west that we're trying to reduce the rate of sudden infant death syndrome in the black African American community, and there's a concern with says.


But it's also pre-term babies, and it's also Maternal health, which is a hot topic now. Maternal Health is really, really important beyond, OK, baby on their back. You know, there's something deeper going on.


So our learning objectives were to learn more about the experience of Black African American moms and dads across the socio economic spectrum, their experiences with their health care provider, their experiences with their family, with their community.


So I made sure there was an inclusive mindset throughout the study.


The location of the research was important. This was a little bit pre coded.


We chose a centrally located library, was easy to access by car, and by public transportation we provided childcare because we were speaking to new moms, pregnant moms.


So we made it easy trying to be where they were. And I think we could do a little bit more about the library, because I've never heard of that.


I always thought we were in a public library, like a conference room, and it was adjacent to that children's library where all the kids' books were, and there was a babysitter service watching the kids, and the moms, and dads were separate were with me in a room, right?


There wasn't a facility, know, with a comfortable place, was a familiar place neutral in such an amazing way. Oh, yeah, and it wasn't fancy straight, you know, the conference room, but everyone got there and no matter where they lived in town, And I think everyone was at ease.


That was important. I also use the Search tool called ..., which is a Ipsos proprietary tool that gets that human motivations. So for this project we used, I use self protection.


So I had to have images of people that look like my participants, the right array of black images, and they were to choose a person who was their parenting twin who approach prenatal care, child care the way they would through their eyes. So that was the way that by finding the Amazon ... have the right images here, they could be talking about themselves and telling their story, without telling their story, they're telling the story. So it had to be right to tell.


You really have to be inclusive. And then the other thing I think that kept inclusivity top of mind was amplifying dads voice.


What role did heat play throughout the pregnancy that may have impacted moms hills? What role did he play with the baby? What were his thoughts and feelings as a parent?


because I think their son stereotypes about black dads and some misconceptions.


So, it was really important to bring his voice in.


So, I think the big ahah here, like the intersectional narrative, was, through the parenting to an exercise through the map of what happened in your pregnancy.


What happened when baby came, stories emerged. And I think the most actionable part was, we learned that there was something going on with the interaction with the health care provider.


There was something, communication wasn't clear, there wasn't a collaboration between mom, dad, and this doctor. Medical questions weren't answered.


There was a little bit of off putting assumptions about dad not being involved, because just something wasn't quite right with that connection.


And I think that was really an important aha for the client.


Then, I guess in the end, we delivered a really full report with verbatim and images, as easy to share, easier to digest.


We came to a stakeholder workshop, Part of the strategic plan for this community health organization. We came there with the data, presented, shared our findings.


There were physicians in the audience, There were nurses or community leaders, a whole lot of discussion about what needs to be done, and they were serious about it.


And I really believe our findings, along with other things, set the stage, provided the fodder for this health care organization to do holistic implicit bias, and culture communication, training with the health care professionals in their system.


So that was a win. Just acknowledge that this is part of it, and that was like a huge win. This training was happening in there.


They were hearing the voices of that moms and dads in the library, You know, that kind of solidify love so many things about this.


I mean, the intent of the project being really focused on the marketplace, and improving health care outcomes for this community, but then also the direct impact that it had for the organization, as well, as you improve how they're thinking about it, it's really phenomenal, Really helped her impact. Was huge to now I'm so excited about this, I kinda tear up actually, really excited about the rate of sudden Infant Death syndrome decrease like 40%?


Oh, wow.


Our black babies reached their first birthday.


Moms were healthier.


Sure, it wasn't all that, you know, if the research, but just for, you know, just pushing that narrative and all these other things happen to impact health.


So that was just really, really meaningful for your purpose, really meshes with the work that you do, and it happens so often in this type of work. Virginia, do you want to share a case with us?


Yes. So, this was for a tech company. I'm thinking about this project right now.


So this company wanted to be part of the chains, and specifically they wanted, they're communication.


They wanted to actually create communications that represented these diverse communities in a way that it felt authentic. We're seeing a lot of these laid the authentic representation in, and how do we execute against that?


So, they wanted to speak with Black, African American consumers, Hispanic tumors, and Asian works.


So, it was very, very clear from the beginning that we had to include that inclusive lense And so, we, the proposals phase would describe the need to represent these communities, the diversity within these communities.


As I was saying before, in the case of Hispanics, for example, you know, the thing that is being Hispanic is arrays, but he's not, it's a, you know, it's ethnicity we can talk about that needs to do, or cultural, or their cause, my background, or heritage.


But, um, so we know sometimes we have to educate clients a little bit that they're Hispanics from all races.


Black so we had to talk to all of them, Black Hispanic, Caribbean, you know, most of the times and white and, you know, all shades in between.


So, um, so that was, that was important.


This. also, so, so what we did, is we did our research in two phases.


In the first one, we asked them to complete some homework.


Which included certain, you know, different activities and exercises, on, not just the question and answer, like to play with with activities and exercises.


For example, one of them was simply saying, You know, find and upload an ad that surely and authentically represents who you are.


It's important to you, your values, your identity, your community, so they not directive activities.


And, and really, they open activities, I think, and this was on purpose, right?


The non directive question for these activities, because we wanted to For these are for consumers to rep to to freely express.


What authenticity and you know being authentically represented for them, so they uploaded those ads, and by the way, I always like to do the opposite, right? So.


An ad.


That is clearly tried me authentically, but it's clearly failing. A lot from you know the the the and.


The don'ts as well then so we got a lot from that in a second phase. Then. We selected a total of I think it was 48.


Respondents, so a few.


And we invited them to, you know for many groups of four people each to just get at that more intimate conversation to get it.


Says and the more of the wheelchair, I'm in awe of why, you know, what was authenticity demand to them. So.




We've got a lot of examples at the end where we're able to provide six key principles that actually worked across all of these, as well as themes that were very important to know for the client, to leverage for it, for their specific communities that were, you know, so.


So themes that were that were unique of a specific group, but not another, so and I love the loop. We made a lot of use of the, of the homework because it was not just selling them know about these principles and want to do the do's and don'ts. But we did that in by way, of providing these examples of these.


Here's what we mean by sprints above, this is someone who is doing a good job. This is someone who is not, was not doing a good job. So, so, give me examples of communications. Advertising that we collected from the homework was, was really very instrumental.


I love that the research ended, like, by creating a framework that the team could use, like, literally, a tool that they could use moving forward to own and refine this type of working board. That's awesome. Wendy, do you want to go next?


So I've got two projects, I'll just share quickly, one of them with you. But one of my all-time favorite projects that I worked on was with an entertainment brand. And they developed some princess dresses. That represented all different because they wanted to give little girls, you know, something.


Here's a look to that they can relate to see the joy on their face and being able to relate to this brand and a much more warming.


I'm seeing the same race, you know, this whole experience, and enhance their self esteem and their body positivity by seeing a reflection of themselves in these heroes that they're growing up with. That was one of my favorite projects a lot of time on the one I'm going, it is.


With a clothing brand, and they wanted to better understand the plus size, women's perspective. So we started with doing some great work and asking for them to images, and that their favorite clothing, and their own clothing from your own wardrobe and how they looked and felt in it and give you a really good.


What the difference was and what they were able to find when they shopped in store versus what they're able to find when they shopped online and then the difference and how that made them feel.


So that's when we were able to learn about, they don't love going into a store and you know, trying on no wardrobe.


They feel self conscious, they don't like that, you know, The brands are pushing, You know, that plus community, to the back of the store, they felt marginalized that way. They didn't like they were being labeled. Plus, they preferred, because it feels it feels much more appealing. They want fast fashion, that they can dress and go out in public. Just like everybody else, you know, they want to go out for a nice dinner. They wanna look like other ladies, you know, who are the Euro or double Zeros, you know, who are out there, at the bar, at the restaurant.


So, it was just a really unique opportunity to explore their perception of their motivations for we establish some online focus groups. That way they could part of a community of shared experiences, and that really just, kind of getting a certain comfort level, to be able to go deep on some of their experiences and tag on to each other.


Just build, build a community, and feel supported. So, it is really amazing, study, and what's really happening.


I love that, just even the idea of creating community, where someone might not even feel like they were part of a positive community, is really awesome.


I need not lease case you want to share with us. Yeah. So my case was with a legal claim from there, They don't provide legal guidance themselves, it's more of like a DIY legal tools and database of providers in an area.


I kind of kind of them, and they came in wanting to explore if kind of audience targeted websites for legal needs might be something that could be of interest. They had this hypothesis and wanted to test it out and they want the queer community first. And they came in thinking like, I'm one of the legal means that the queer community, you know, we have adoption, we will and testament and marriage, right. And that was what they had coming in and so we encourage them to increase their sample size a lot. So that way we can, we went from like 15 people on this bulletin, boards like 45 people on the ... really captures the intersectionality that was at the heart of the community, right? Which, you know, was successful in ways, and they're always somebody that you're not going to be able to reach, but that's what we're doing more research. Throughout the research, we could have asked them, what are the everybody who participated in the research had to have some sort of interaction with the legal system in the last few years, right?


And we learned that the legal needs are a lot more broader than than with the students coming in. It's not only marriage. Divorce is the big thing in the, in the queer community.


Right now, a lot of discrimination, not only from employers, but from a store and stores. And there's discrimination from the state itself, which was really, really interesting to hear things like beat the administration. Of changing your name, and changing your gender on, your On an IEP. And the ways that, that can be really difficult for, for people in the community, especially.


Well, what we learned is that a lot of members of the community don't trust the community, because their judgement of legal guidance they can find online. Because if you, if you Google, getting a divorce, there's no getting a divorce website, right? There's this kind of assumption that, that whoever I get pointed to, both be speaking to me what understands my meat. And that's the theory on, you know, a lot of, a lot of couples, the ... that we spoke to, like, they were, like, we have kids, but it's not mine trial, right? Like, I don't have a biological parent ship.


And so what I need an attorney speak to me, but that, like, finding those specific resources isn't easily done online right now. So it was really powerful to see just how strong of a need there is, for a key resource.


That kind of does speak to the queer community this way. And one of the things that really got me excited for that, we've learned that it's important and the team has actually off building a prototype of that website right now. And we're going to come back to kind of see what, see what happens and see if they if they need it, or see if we need to do some more iterations on it. And I'm really excited for that, works and move forward. The thing that really gave me a lot of hope and a lot of happiness with this project, that I found at the end of our bulletin board, that was, like, What if it's legal website exists? Like, what is one thing that maybe isn't important for you, but you need to see on, like, available on here, and every single one of our respondents said that this website needs to have resources for transit.


Was really, really important. Really powerful.


So we really happening in the community come together and say, but I'm happy that we're thinking about this patterns, and we need to not forget the most vulnerable among us. Either. I'm so proud of the work that we're doing. I'll be very honest with you. I didn't know about any of these cases for me right now, so it's just, it's amazing to see the breadth of work that we're doing, and just the impact that it has. I mean, and this is the power of being, you know, inclusive and understanding, a lot of the challenges that reside at the margin, but what's interesting is that they end up covering everyone in the middle, In terms of, you know what everyone needs so it's so so awesome.


We don't have a lot of time left so I would love if we could quickly come up with a list of do's and don'ts. For instance, of qualitative research.


So we can start anywhere.


So if you, if, if someone has a do who'd like to start with the first Do? What should we do for includes go for it, Wendi?


You can tell from all of us, we love what we do. So have a passion for what you do. Do, do practice empathy.


As I'm listening, and sometimes we have to help with that, you know, with some briefings, work-life practice, empathy as a client, and as a moderator, I mean, we have biases. We all do. It's human work. It's humans. So just, how do we put them aside? And Virginia was saying earlier, an open mind.


So something about the theme, really, just have to focus on that, of that, Virginia, do you ever do?


I think there's nothing, sometimes, these conversations are very important, obviously, but sometimes they're complex and sensitive conversations. So, hmm.


I think I do more and more. I feel like there's nothing more powerful that consumers themselves, you know, speaking their voice that.


I mean, for example, in reports, I tried to include as many video clips as possible telling their stories in their own voice loads That, you know, may be a little long, but you have tell a little bit of the story.


So, to really suites they, the consumers themselves who disrupt these notions.


And when they tell their story and illuminate the space a little bit, it's, they do it themselves. I don't have anything. I just have to give them the stage to, Yes.


And in that way, I do.


In the report, if you include the video, that tells the story in the consumer's voice. So that, when it's distributed, you know, other key stakeholders are there, who weren't able to be part of the interviews, are able to hear it, and, you know, the power of the story. Through that consumers voice. I love including reports.


Yeah, I was gonna say, just just to be ready to hear, that you need to do more. To iterate kinds of This isn't a one-time project. That's something that's always ongoing. And throughout every every project I've done that, that has DT dy at the heart. The answer is more, right? There's always, throughout the always things to learn and always more research to do and more voices here. For super intersectional society, especially those who live on the margins of it. And, so, being, being willing to hear that, that you might be reaching 95% of people, but those 5% of the people are important, and really, really, want their voices heard as well, And we can always do more, and always do better.


I love that, because there's lessons, and even that 5% for everyone. I'm trying to be mindful of time.


I guess I can ask.


Very, any doubts if there are any zones. Dawson then wrap up? I think he said it before, but I think it's important to stop. Don't stay at the surface, right?


There is, there is a lot, no, deon, with the naked eye, can see, and in this, and, again, it's important that companies, I think they need to understand, that they, consumers want companies to be part of the change.


Ah, know, certainly diverse consumers are allowing, You know, I kind of inviting companies and brands to take a stand, to be part of the change to you also.


Don't, don't underestimate no role and the power that you have, too, you know, in this, in this change.


And, along the way to wrap up, I'll go go for it. You know, Do do purpose driven Work. You know, do establish your purpose. But make sure it's authentic brand because, you know, if you're doing it with the wrong intentions, especially with the culture of Gen Z, there'll be a very quick to call you out.


Home, That you live it. all the way through your culture. Your hiring. There's all the way to your production to your output. Just make sure you're living it as an organization. Yes.


You guys were phenomenal. This was an amazing conversation that touched on so many important things relevant for inclusive research.


So I am so grateful that you could be part of this conversation, and honestly, proud that we're colleagues. This is, this is really phenomenal. And I think one of the most important things we touched on is this work has the power to not only touch marketplaces, but such workplaces and everything in between. So thank you.


And with that, I will pass it back to Elen. You guys are really phenomenal.


Thank you. Janelle.


Wow. Is all I can say. What a super interactive. Really, really interesting conversation. Thank you to all our wonderful guests, and especially to everyone who's joined us today.


If we didn't get to your questions, then we will do so by e-mail and also be on the lookout for a direct link to today's recording presentation. That will probably be available within the next couple of days.


Additionally, there are handouts in the Event console, so please download a copy.


And in-between, Please feel free to reach out to us. We always welcome an opportunity to speak with you directly. That now concludes today's Ipsos webinar.


Have a wonderful day everyone.

The author(s)
  • Janelle James SVP, Qualitative

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