In market research, we often talk about the ‘consumer voice’, but rarely do we consider what this means for different people. As we know, we live in a diverse and wonderful world and we all process information a little differently. A person with a sensory impairment such as visual loss, may rely more on auditory cues or tactile feedback to navigate their environment, while those with hearing loss might concentrate on visual signals, lip-reading, or using assistive listening devices.
Additionally, people with neurodiverse conditions, such as autism, ADHD, and dyslexia may experience market research differently due to variations in communication styles, and cognitive functioning. In this industry, where customer salience is ever-growing in the forefront of our minds, we need to consider the customer from all perspectives when we think about how to create user-friendly and accessible research tasks.
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| The consumer voice encapsulates a lot of different people, who all have different ways of processing information - how do we take their accessibility needs into account in market research? |
History of accessible market research
In 1973, the Rehabilitation Act saw organisations prohibited from discriminating against people with disabilities via technology, including websites and apps. Although the internet did not become a major part of market research until the 1990s, in the 1960s and 1970s, the rising computer age brought new technology to market research. Therefore, even in 1973, researchers had to ensure practices adhered to disability discrimination laws and that the technology used in the field was inclusive.
Fast forward to 1999, and we see the introduction of Web Content Accessibility Guidelines (WCAG), established to make digital content more accessible to people with disabilities. WCAG version 1.0 was heavily focused on HTML, while versions 2.1 and 2.2, released in 2018 and 2020 respectively, saw a greater focus on considerations of key factors in the design of User Interface (UI). To name a few, multi-display orientation (compatibility with both portrait and landscape views), minimum target sizes for touch buttons and hyperlinks, and Improved text contrast requirements for better legibility. Today, WCAG guidelines inform most accessibility regulations worldwide.
Where do modern businesses come in?
Sure, accessibility in market research is underpinned by the law, but most people would agree it is also the right thing to do. The importance of ensuring that everyone has the right to be heard is clear. When considering what UK consumers think about market research, Gareth Bowden explored the importance of ‘ensuring the participant is a partner rather than simply a subject.’ He found that being heard is a huge incentive for research participants to take part and provide detailed data, which of course leads to stronger insights.
This highlights the need for organisations to keep the consumer experience at the forefront, to promote a positive outlook on their brand and on research engagement. Though this is something most organisations already understand and consider, going one step further by carrying out regular research activities directly with consumers, will certainly allow for a greater understanding of how best to meet the accessibility needs of their audience.
Globally, The World Health Organization (WHO) estimate that around 1.3 billion, or 16% of people experience significant disability. That equates to 1 in 6 of us.
Not only is accessible market research the right thing to do, but it also aligns with a sound business strategy to listen to such a large proportion of potential consumers. We must continue to address the growing and evolving requirements of accessibility in market research. We need to ask ‘what can we do to ensure everyone's voice is heard and that research findings are representative and reliable?’
5 Little Acts of Accessibility
Firstly, I think it is important to say the little things still matter; here are my thoughts on 5 little things we can do which make a big difference to research participant experience:
1. User-friendly language - Avoid using complicated language within a research activity. Concise and plain language is the best way to communicate and enable the consumer voice and opinions are heard.
2. Suitable fonts and sizing – An obvious one, but worth mentioning. Participants don’t want to have to pull their specs out to take part! Avoiding italics, using widely spaced fonts, such as Arial and Calibri, and using a minimum 14pt font size all go a long way to improving accessibility.
3. Captions – Video stimuli are a great way to engage participants. For the deaf community, captions describing audio content are essential for ensuring accessibility.
4. Screen-reader compatibility – Blind or partially sighted participants may take part using a screen reader. Here are a few ways to improve compatibility with screen readers:
- Instead of including URL links with the words ‘Click here’, include the destination for the user too, such as
- ‘Click here to view our terms and conditions page’. This is important for any links positioned out of context, such as footer links.
- Include alternative or ‘alt’ text to describe images.
- Avoid capitalising words, as fully capitalised words can be misinterpreted as acronyms by screen readers.
5. Accessible images – Images are great for engagement and telling a story! But there are some things to consider; layering text over images can make this more difficult to read, especially if the font and background image colours are similar. Use contrasting colours for text and non-text.
These are just a few ways we can improve accessibility, and of course, it doesn’t end there. As both researchers and human beings, we are always looking for the next step – the next stride forward, the next event, the next innovation.
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| The future of market research depends on our ability to cater to all research participant needs. Creating accessible research experiences is crucial, and here are a few ways to do it. |
What does the future of accessibility look like?
Certainly, the future of accessibility holds a huge element of the unknown, as technology is forever growing and changing, and new ideas emerge. However, some further advancements in accessible market research are already being talked about within the industry.
For a more immersive and convenient experience, incorporating Virtual Reality (VR) and Artificial Intelligence (AI) into research tasks has already begun to transform market research. This is evident in the development of conversational surveys powered by generative AI, which gives the participant a more personalised experience, as though they are chatting to a friend.
Certainly, for adjustments geared towards improving accessibility to remain relevant and proactive, collaboration with advocacy groups will remain essential when designing research tools that reflect the needs of all segments of society. According to Global Market Insights Inc., the market size for screen reading software alone is ‘anticipated to grow at a CAGR (Compound Annual Growth Rate) of over 10% between 2024 and 2032’.
This further emphasises the importance of continuing to create a more accessible world for market research participants. As we strive to make consumer-centric decisions, we can also expect the emergence of a richer, more equitable understanding of consumer behaviour.
