Theo Francis, Founder of GuineaPig Fieldwork, Co-founder of CORe and ICG member hosted a webinar explaining the principles which all those who conduct or use market research should adopt to ensure they’re sufficiently representative. In the webinar Theo covered;
The origin of CORe – Who we are and why it came to be
Key CORe initiatives – What we are doing to bring about more ethnic diversity in the research industry
Breaking down BAME – Why the term is so problematic
Redefining Nat-Rep – Demonstrating the pitfalls of traditional nat-rep sampling
Empathy vs Sympathy – Why the diversity of our research teams matters
Normalizing the conversation – Making race no longer a taboo subject.
"It’s time to open up. It’s time for a mindset shift. If we can't have the conversation how are we going to find solutions? Talk about race. Talk about race with your colleagues, your friends, your children. The more we talk about it, the more we see it and the more we see it, the better our chances of fixing it."