You’ll hear four provocative papers from experienced practitioners well versed in diversity and inclusion. Each will explore a unique and often surprising angle on diversity which may challenge or change the way you think about it.
Lessons from the Frontline – Researching Narratives of Islamist Terrorism with Young Muslim Men, Konrad Collao, Craft
Using the case study of a programme of work conducted on behalf of the Cabinet Office, Konrad will show that even a supposed outsider can gain the trust of an often-stigmatised, highly suspicious group – and that trust can lead to full and frank discussions on one of the most emotive topics of all – the appeal of Islamist terrorist narratives.
BAME Ain’t The Same, Ettie Etela
A true understanding of ethnic diversity needs to move beyond seeing BAME as one group, and of box-ticking to meet ‘an ethnic quota’ or ‘have different faces on the screen.’ Ettie will show the demographic changes and projections that the UK has and will experience. She’ll illustrate growing spending power, particularly amongst those of mixed ethnicity, giving examples of commercial successes from inclusive organisations.
Forgotten Voices: The Mass Mainstream, Steven Lacey, The Outsiders
Research shows that many marketers, policymakers and strategists think that the UK thinks just like them. However, there are stark differences between the white ‘mass mainstream’ and those in the city-centre bubble. Yet their voices are often ignored or dismissed and the gap between the two constituencies has led to the shock of Brexit, the falling of the ‘red wall’ and the general feeling of division that currently characterises the UK.
How can we understand this audience better? And why should we? Based on numerous self-funded studies and taking inspiration from multiple sources, Steven will show why brands should and how they can connect to the mass mainstream.
Nat Rep Samples that Represent Our Nation, Theo Francis, Founder, Guinea Pig and Co-Founder, Colour of Research (CORe)
Theo will be deconstructing the current status quo around nat rep samples and giving examples of how this generalised term could be negatively impacting our effectiveness as researchers. He'll suggest a new, more granular approach to how we include ethnically diverse communities in studies.
Panel Q&A
Our Speakers and Panellists
Konrad Collao, Founder, Craft
Konrad has over 20 years’ experience in insight, working in social and market research for blue-chip agencies before co-founding Craft almost 10 years ago. Konrad has worked on numerous studies that touch on D&I on behalf of Government departments, The Football Association, The England and Wales Cricket Board, Ofcom, Sport England, the BBC and Channel 4. Konrad is a recent winner of a Ginny Valentine Badge of Courage Award, received in recognition of his “tenacity to include the voices of minorities.”
Ettie Etela, Independent Research Consultant
Ettie has 15+ years data, brand and consumer insight experience across media, film, sports, FMCG and consumer products. She is a second-generation immigrant of West African heritage. She has worked client and agency-side with tenure at Discovery Inc, Scripps Networks, Disney, Nielsen and Dunnhumby.
Steven Lacey, Founder, The Outsiders
Steven Lacey is a researcher with over 20 years’ experience. His particular specialism is in researching the ‘mass mainstream’, the often-White British working class that are so often ignored in traditional research. He has a huge body of work in this area, looking at issues such as the reasons for the white working class voting for Brexit, far-right extremism and the recent Conservative general election victory. More broadly Steven has a wealth of experience in research among so-called ‘hard-to-reach audiences.’ Steven is disabled and from a working class background – during his career he has faced a number of barriers, the inspiration for him setting up The Outsiders, an agency that brings marginalised voices to the table. He has been recognised with a Ginny Valentine Award for “the pursuit of minority voices.”
Ella Fryer-Smith, Independent Research Consultant
Ella is an independent qualitative research consultant. She has worked with a broad selection of clients ranging from The Policy Lab and Citizens Advice, to Ogilvy London and Reckitt Benckiser.
Ella has for many years been vocal about the lack of socio-economic diversity in the industry and has presented and sat as a panel member at industry conferences run by a variety of bodies including Wire, AQR and the MRS. This year she launched a podcast, ‘Unequal Truths’, examining these issues further and featuring market research professionals from low-income backgrounds who have successfully navigated the profession.
Theo Francis, Founder, Guinea Pig and Co-Founder, Colour of Research (CORe)
Theo got into research after seeing an advert on Gumtree for telephone interviewers. Five years later, he has launched his own fieldwork agency. He recently co-founded of Colour Of Research (CORe), who provide guidance and encouragement for the inclusion of BAME professionals in the market research industry.
