Embracing Inclusivity in Qualitative Market Research: Why Accessibility Matters

Today, consumers expect brands to champion diversity and inclusion, not just in their advertising but also in product design. This call for inclusion is especially relevant in qualitative market research, where the goal is to gain a profound understanding of consumer expectations and behaviours. For market research to be truly representative, it must incorporate all perspectives, including those of people with both visible and invisible disabilities.

Inclusivity spans various disabilities, including hearing, visual and mobility impairments. According to the World Health Organisation, approximately 15% of the global population—around 1.3 billion people—live with a disability. In the UK, this figure stands at roughly 22% of the population (14.6 million people), underscoring the critical need for inclusive strategies. Yet, only 56% of technology companies test their products for accessibility with disabled users, as reported by a 2020 study by Level Access. This gap highlights a pressing area for improvement.

The Impact of Evolving Legislation

Beyond ethical considerations, addressing accessibility in the design of websites, services and products is increasingly necessary as legislation advances. The UK’s Equality Act 2010, for example, requires that companies ensure their products and services are accessible to everyone, including those with disabilities. This regulatory framework not only enforces higher accessibility standards but also positions inclusion as a legal obligation.

Incorporating people with disabilities into market research isn’t just about regulatory compliance or corporate social responsibility—it also delivers a measurable competitive advantage. By actively involving disabled people in their design and research processes, companies can better understand this audience’s needs, expand their reach and create more accessible, innovative products. Ultimately, this approach meets a broader audience’s needs and fosters long-term innovation, adaptability and growth.

Challenges of Inclusivity in Qualitative Research
Successfully integrating people with disabilities into qualitative market research presents unique challenges that require tailored solutions. Here are some key considerations:

• Physical settings : When conducting in-person interviews or focus groups, it’s crucial to ensure that research facilities are fully accessible for participants with mobility impairments. This includes providing elevators, ramps, adapted restrooms and ensuring staff receive accessibility training.
• Digital accessibility : For online studies, it’s essential to confirm that tools (such as questionnaires and video conferencing platforms) are compatible with assistive technologies, like screen readers and voice recognition software.
• Adapted communication : Participants with sensory or cognitive disabilities may require specific communication adjustments. For example, deaf participants might need a sign language interpreter, while visually impaired individuals may benefit from braille materials or audio-formatted information.
• Recruitment : Reaching participants with disabilities can be more complex than typical recruitment efforts. Standard panels may not be effective for this purpose, so collaborating with relevant organisations, utilising word-of-mouth or involving caregivers can be necessary. Furthermore, ensuring diversity within the participant sample is essential to capture a wide range of perspectives.

A Commitment to Inclusive, Enriching Market Research

Incorporating people with disabilities into qualitative market studies requires thoughtful planning and specific adaptations to promote fair and meaningful participation. By addressing these challenges, qualitative research can offer richer insights that genuinely represent the diverse makeup of the population. Embracing inclusion in research is not only a matter of ethics but a strategic move that enriches the quality of insights and paves the way for innovative, accessible and impactful products and services.