Creating a diverse and inclusive world rests on all our shoulders, including those of brands and insight professionals. A recent report on the state of the advertising industry reveals a significant gap: while women are visible in advertising, only 27% are lead characters, and most are cast in narrow, stereotyped roles. When women and girls don’t see themselves authentically portrayed, it can shrink their aspirations and reinforce the idea that certain roles or paths are not meant for them. This example illustrates how crucial it is for diverse voices to be heard and represented, not only in advertising, but also in our work. This isn’t just about gaining better insights; it’s about developing authentic strategies that truly resonate with diverse consumers. Online research communities can be powerful catalysts for inclusivity.

Real stories, real change: listening to underrepresented communities

Online research communities give a voice to consumers, including underrepresented groups in society. To help you listen to them, see them and understand them deeply. Through targeted recruitment strategies and community engagement activities, we make space for individuals from diverse backgrounds to be truly seen.

Take the example of a leading beverage brand who sought to immerse executive leadership in the lives of low-income audiences. To do so, we created an immersive community experience, capturing real stories in a documentary that brought the research to life. Next, we organized ‘Consumer Connect’ sessions – face-to-face meetings that sparked real, unfiltered conversations between the brand’s leadership and the people behind the insights. In a final workshop, we showcased what life is like for these people – their daily struggles, their hopes, their resilience. This was an eye-opener for the leadership team and inspired immediate action toward real solutions.

Online research communities can also amplify women’s voices. Historically, women have been underrepresented in decision-making processes, leading to a lack of diversity in products, services, and marketing campaigns. Award-winning and bestselling author, Caroline Criado Perez, refers to this as the ‘gender data gap’ in her book ‘Invisible Women’. From government policy and medical research, to technology, workplaces and the media, Perez reveals how in a world built for and by men half of the population is systematically ignored.

Brands like Philips are changing this. The health tech company put forward the objective to: “Amplify the voices of underserved communities, women and children”. Together we developed a novel innovation approach, called ‘Continuous Learning’, to help Philips achieve this goal. Half of their continuous learning initiatives focus on empowering these vital voices. Their projects range from offering pregnancy resources to Medicaid beneficiaries in the US to making effective oral care engaging and fun for kids.

Similarly, biotech company biotech company Mithra, wanted to better understand women’s experiences across different life stages. By engaging women from diverse backgrounds and regions, we captured a comprehensive view of female health, solidifying Mithra’s position as a trusted specialist in women’s healthcare.

These are the stories that matter, and it all starts by giving people the platform to be heard.

Courageous conversations: breaking taboos

Some topics aren’t easy to discuss. But when you create a safe, confidential space, people open up – and that’s where the real insights live. Online research communities offer just that, letting individuals speak freely about finances, mental health, sexuality and cultural identity. It’s about giving you a window into their world.

In Mithra’s online research community we dove deep into sensitive areas like sexuality, contraception, vaginal health, the impact of female cancers and menopause. With a welcoming space and guidance from local moderators, women felt empowered to share their truths. The result? Over 40,000 on-topic conversations, 94 video testimonials, and more than 1,500 photos – all invaluable glimpses into their lived experiences.

Another example is how financial service provider Manulife sought to stay in tune with its Millennial and Gen Z consumers in the Philippines during the pandemic. We set up an online research community to talk about financial health and mental well-being – two issues often left in the shadows. These conversations inspired new initiatives, helping young people build financial resilience in uncertain times.

It’s simple: when people feel safe, they share. And when they share, you learn.

Access granted: bridging boundaries of time and place

With online research communities, you’re no longer limited by time or place. This flexibility allows you to connect with anyone across the globe – wherever they are, however they live. From rural areas to those with mobility challenges, everyone can be part of the conversation.

For one of our pharma clients, we explored the patient journey of people living with MS. Traditional research would pose numerous logistical challenges, but our online community let patients and caregivers share their experiences from the comfort of home. Through videos, patients illustrated daily challenges like climbing stairs and shared the impact of treatments – all guided by a skilled moderator. This intimate look into their lives gave our client invaluable insights, leading to solutions that truly meet their needs.

But this extends beyond health research. During set-up and recruitment phases, it’s vital to consider how the online convenience of an online insight community allows you to tap into a broad and diverse sample of the population. This way, your research doesn’t just scratch the surface; it captures the full spectrum of human experiences.

As brands and insight professionals, we need to ensure that every individual’s story is heard and represented in our work. Embracing inclusive research methodologies not only help us to understand diverse experiences, but also to empower underrepresented groups to share their stories. We’ve found that online insight communities allow us to break taboos, bridge boundaries of time and place and empower individuals from all walks of life to contribute to a more inclusive and equitable world. It’s about creating meaningful change and driving impactful outcomes for all.