Navigating inclusive narratives: Language evolution in Market Research
Why is an inclusive question important when you want to get the right answer?
In this episode of Talking Insights with Bel Kerkhoff-Parnell, we unravel the evolution of language in market research and its pivotal role in fostering inclusivity.
Language Evolution
Bell highlights the positive shift in market research language, especially in Diversity, Equity, and Inclusion (DEI) topics. The language now aligns authentically with research intentions, marking a pivotal change in the industry.
Impact on Campaigns and Social Realities
How does language impact campaign resonance and business outcomes? Bell delves into the role of language in shaping perceptions of race, racism, and discrimination, emphasising the responsibility market researchers bear in making informed language choices.
Promoting Inclusivity Through Key Practices
For aspiring inclusive researchers, Bell stresses the importance of building inclusive teams. The takeaways include cultivating humility, sensitivity, and a willingness to adapt language choices based on feedback, fostering a mindset that actively seeks diversity in language.
Iliya Hull
Senior Marketing and Community Coordinator at ESOMARIliya is the Senior Marketing and Community coordinator here at ESOMAR. An avid traveller, he enjoys exploring the nooks and crannies of different cultures and when all of that becomes too much, can be found getting lost in the mountains or wiping out in a wave.
Born in Russia, raised in England and now working in the Netherlands, Iliya uses his multicultural background to influence, inspire and inform his marketing role to help create a better connected global ESOMAR community.
