Reaching out to BAME, LGBTQ+ and Disabled audiences – how qualitative approaches will always lead to greater authenticity

Pretty much every quantitative study out there explains that diversity and inclusion is good for brands, good for business and good for society – but comms departments often struggle to turn quantitative insights into diverse and inclusive comms, especially when the comms department is primarily white, heterosexual and able bodied. But diversity and inclusion need qualitative insight to explain how to execute the strategy once the quantitative research has given the business justification.

  • Why getting to know your customers struggles and stories helps you understand how to speak to them and is the only real way to reach out to diverse audiences
  • How people with no interest in diversity can become powerful allies through the people they meet
  • How a sensitive and important subject can be effectively tackled with humour
Location: Main Room Date: May 15, 2019 Time: 4:15 pm - 4:45 pm Steve Hill, Jaguar Land Rover