Ensuring Diversity in Market Research

If you’re planning on undertaking any market research, getting the audience right is one of the key elements to ensuring that you end up with truly insightful and actionable answers.

Whether you want to learn more about how your business is perceived in the market, want to rebrand or are simply looking to introduce a new product or service, getting feedback from the market before going ahead will help you to get it right.

And can also help you to avoid making the obvious mistakes which are easily done when there is no consultation with your target audience.

However – while your research may be focused on a specific demographic, how can you make sure that you are getting a diverse range of people within that core market?

We look at how you can ensure diversity in your market research.

Why does it matter?

While you usually want to make sure that the people you are surveying or speaking to meet with your ideal audience, it’s also important that you have a diverse range of views within that.

Big brands have made some pretty monumental and entirely avoidable mistakes when it comes to their campaigns or products – by being culturally incentive or non-inclusive. And while they may be able to bring in PR agencies to mop up the mess, that isn’t always the case with smaller businesses.

In an era of “cancelling” on social media, getting a truly diverse range of opinions will help you to avoid costly mistakes.

Fairly representing your client base

In some cases, it may be that you want to speak to an audience who pretty much represents what your client base looks like. For most estate agents, their clients will be based on a couple of key elements which don’t really preclude any part of the population. The areas they serve are diverse and so are their customers.

Therefore, if you are choosing to undertake research, making sure that you have a reasonable mix of respondents who represent a mixture of ages, genders, sexualities, nationalities, religions and those with disabilities are represented in the audience for your research.

A more diverse view = better insight

Whether you are testing marketing ideas or considering whether to open an estate agency office in a new location, getting a broad mix of feedback helps you to not just avoid mistakes, but also to have an edge on your competitors.

Quite often sections of society are under represented when it comes to marketing, so by understanding the needs of a more diverse range of potential customers, you are able to appeal to more of them.

Know Your Market can help you to recruit a diverse panel or seek out the ideal audience for your research. We get to the heart of what your objectives are and can recruit great quality candidates for your market research.