Challenge
Google wanted to deliver a deep understanding of diversity, equity and inclusion (DEI) in Britain today, and how this relates to people’s media choices and engagement.
Approach
We used a robust, multidisciplinary methodology with a focus on inclusion throughout. For scoping, we spoke to DEI experts, advertisers and agencies, ran semiotics and a literature review. Qualitative audience research was followed by a survey of 10k+. We also worked with specialist accessibility partners to bring voices into the research that might often be – unintentionally – excluded from much research.
Outcome
The study demonstrated that the UK’s TV and video industry still has room for improvement, but has some great strengths in DEI too. That’s an opportunity for modern marketers, because brands that champion and exhibit authentic values of diversity, equality and inclusion can form deep and valuable connections with audiences. Launched at the YouTube Festival and report available here.
