How market researchers can reach out to minority groups

This event report discusses how market researchers can engage with pockets of consumers who are often neglected or hard to reach.

How market researchers can reach out to neglected consumer groups

Joseph CliftWarc

Two sessions at Impact 2014, an event organised by the Market Research Society (MRS) and held in London in March 2014, focused on an area that is of interest to brands, charities and public institutions alike: research projects that reach out to minority groups who often feel excluded from the rest of society. Both offered instructive lessons in how researchers can innovate in order to learn more about marginalised people.

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