MAL 50:22 | Page 49

aspirations of vast array of consumers .

Data from inclusive social market research is what can give an accurate picture of what people value in different geographical areas and cultures . This enables brands to easily cut through the clutter and to amplify the voices of customers who are often marginalized , and to craft communications and product development strategies that engage more consumers in dialogue .

Organizations that employ an inclusive data-driven approach are therefore not only more likely to succeed in developing and implementing ESG strategies but are also able to effectively craft effective stories that communicate their commitment and progress .

It is also a fact that companies with a high level of consumer consciousness are more aware and attuned to consumer needs and more agile to developing needs or market disruptions .

Forbes asserts that inclusive market research can yield innovative and forwardthinking insights to support inclusive product development with traditional primary market research tactics like surveys ,

interviews , focus groups and usability studies .

The key is , however , the intercultural competence of the market researchers which will lead them to an inclusive approach to research that relies on a diverse sample of respondents and employs cultural understanding to provide psychological safety for them . This enables you to gather open and honest responses .

To benefit from inclusive market research however , companies must first admit the diverse perspectives from which consumers view and use their products and services . This fact can only be appreciated when research methodology focuses on marginalized consumers . Those whose voices have been missing in marketing and communication strategies .

Then there must be a genuine effort to ensure inclusivity in the way the sampling and overall research is conducted . This includes a personal commitment by the researchers to bring on board the marginalized voices , use sensitive language that is not demeaning to the target communities and ensure there is no bias in creating the research survey . This can be achieved by assembling a diverse team of researchers .

Not all companies have the in-house capacity to conduct inclusive social marketing research due to the costs involved . Such investments however , as demonstrated here are outweighed by the benefits . It is therefore important that they enlist the services of experts in the field .

At Ipsos in Kenya , we have experts with thorough knowledge and deep understanding of the language and culture of specific underrepresented communities .

This enables us to easily identify those within such groups who when engaged even through traditional research tactics can speak with authority on their needs and challenges and reflect the true picture of demographics .

Chris Githaiga , is the Ipsos in Kenya Managing Director . You can commune with him on this or related matters via email at : Chris . Githaiga @ ipsos . com .

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