Untapped Opinions is a signatory to the Market Research Society Inclusion Pledge. Here's why that's important for you...
Would anyone like to buy a 100-piece jigsaw puzzle with 24 pieces missing? No. Not even on sale. Just one missing piece causes fury amongst the puzzlers who want the complete picture.
Representivity, the full consumer picture, is what the market research and insight sector built its credibility on to help decision-makers make better decisions. But as a sector, we’ve often fallen short; important pieces in the human puzzle have been missing. Around 24% of the UK population is systemically excluded from market research.
Change is happening. The Market Research Society’s Inclusion Pledge was an initiative started in 2018 to promote greater inclusivity in the research and insight sector.
As the MRS puts it, “We believe that a sector that provides insight and evidence about human behaviour and society should be representative of the world it serves.”
There are two dimensions. The first is internal. We need to make sure that we recruit, train, develop, and offer equal pay and opportunity to people from the full breadth of lived experience.
The second is external. We should deploy research methods and processes that do not systematically exclude groups of people. Let’s complete the puzzle and get the full picture.
Untapped Opinions is a signatory to the MRS Inclusion Pledge.
Get the full picture.
Choose to include.
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