Author: Serena Berrey | Editor: Elizabeth Zuponcic
In today’s world, building an inclusive brand is about celebrating audiences with different backgrounds; it’s a matter of staying relevant and competitive in a rapidly changing market. As options become more attainable at users’ fingertips, consumers are becoming more conscious about the values of the brands with which they engage. This is where qualitative market research is useful in making a unique impact and promoting inclusivity.
Brands that strive to be inclusive within their target audience will be the ones who excel in this market. “In fact, research has even backed up the idea that inclusivity is beneficial in the advertising world. Recently, a Kantar study found that ads that are considered progressive are 25% more effective” (Hubstaff). Companies that fail to create an inclusive brand risk losing consumers and damaging their reputation. By conducting in-depth interviews, focus groups, secret shopping events and other qualitative research methods, companies can gain valuable insights into the needs, desires, and perspectives of diverse consumer groups. In doing this, you’re investing in building a brand that resonates with a wider range of consumers and fosters long-term loyalty.
Ready to learn some ways qualitative market research can help you build a more inclusive brand? We’ve got your business covered.
Understand Diverse Perspectives
Qualitative research allows companies to delve deeper into the experiences and perspectives of diverse consumer groups. By listening to their stories, opinions, and feedback, companies can identify the unique challenges and opportunities they face in building an inclusive brand. This understanding can inform marketing and branding strategies that are more sensitive and responsive to the needs of these groups. Effective branding requires messaging that resonates with consumers on a deep emotional level, and if you’re able to achieve that by analyzing the data that will engage these diverse perspectives, your company will be one step closer to success!
Identify Stereotypes and Biases
Qualitative research will also help companies identify and challenge stereotypes and biases that may hinder their efforts to build an inclusive brand. By exploring consumer attitudes and perspectives in a non-leading dialogue, researchers can uncover hidden biases that may be influencing consumer behavior. This knowledge can be used to create messaging and branding that is more inclusive and welcoming. Qualitative research helps companies understand the cultural nuances and values that are most important to diverse consumer groups, while also identifying places within the company that aren’t promoting inclusivity when necessary.
Foster Consumer Loyalty
Building an inclusive brand is not a one-time effort; it requires ongoing engagement with diverse consumer groups. Qualitative research can help companies identify the needs and desires of these groups over time, enabling them to develop messaging and products that meet their changing needs. By doing so, companies can foster long-term consumer loyalty and build a strong brand that is inclusive to their target audience.
At our qualitative market research company, we help our clients build more inclusive brands through a combination of research methods, including in-depth interviews, focus groups, and online communities. By doing so, we aim to help our clients build brands that are truly inclusive and reflective of the diverse communities they serve.
Building an inclusive brand is essential for staying competitive in today’s market. Qualitative market research provides an invaluable tool for understanding diverse consumer groups and developing messaging that resonates with them on a deep emotional level. By partnering with us at Focus Insite, your company can build strong, resilient brands that will effectively attract your target audience. Reach out to us today at bids@focusinsite.com to learn more!
