Insight to build inclusive brands, products and services

An award-winning team of researchers and strategists creating new futures for forward-thinking brands, charities and organisations.

What we do

Further’s award-winning inclusion experts use research and deep insight to help brands and organisations develop more inclusive products, services, campaigns and policies.

Our ‘inclusive by design’ approach enables us to culturally nuance brands and communication, identify new opportunities for innovation and growth for new audiences and uncover the kind of deep human insight that has the power to change behaviour and transform organisations.

We ask different questions, and sometimes the same questions differently, and we seek out unbiased insight that recognises the different needs, wants and experiences of people that are often unheard and under-served.

Why clients choose to work with us?

Our clients say they chose us because of the academic rigour, deep human insight and commercial know-how we have which are invaluable when tackling difficult subjects like racism, gender and social inequality.

Our vast experience enables us to more quickly identify the realities and how to create the positive impact our clients desire.

We’ll help you:

  • Focus your research requirements so that business requirements don’t send you the wrong way
  • Design inclusive research that answers the right questions about the nature and impact of people’s attitudes, behaviours and beliefs
  • Deliver deep-seated human truths and insight that make your decisions obvious

Forging insight from your data

We are highly-skilled at creating open, honest and safe discussions about sensitive, deeply personal and often contested topics to elicit the real human truths.

This expertise informs how we:

  • Frame and communicate the research objectives to clients and research participants
  • Sensitively design agile research that can be appropriated to different segments of society
  • Identify key themes and trends, and how they vary by demographic, attitude and context.

Put simply, having a team of award-winning, diverse researchers means we get it.

Our social and consumer research expertise

  • In-depth interviews
  • Focus groups
  • Ethnography
  • Research communities
  • Culture and trends
  • Analytics

In-depth interviews

The qualitative research technique involving intensive individual interviews with a carefully crafted selection of respondents and/or subject-matter experts to explore and understand their perspectives.

Focus groups

One of the most utilised qualitative research methods that we use to generate individual responses and group discussions that fuel our understanding of people’s experiences, attitudes and ideas.

Ethnography

Our researchers go into the field to observe behaviours and engage respondents in situ. This can include accompanied shops, escorted visits and even mobile ethnography to help understand and explore expectations and attitudes in relation to specific moments in time or lived experiences.

Research communities

Research communities and other online qual methods are extremely useful when seeking to engage people that are geographically dispersed or defined as ‘hard-to-reach’, when systematic analysis matters or when the topic is complex, sensitive and requires deep reflection. Communities are also good for quick collaboration and iteration, and co-creation.

Culture and trends

Our individual and collective values inform everything we do. Combining experts and AI we can quickly decode values and culture, including understanding the invisible forces, signs and symbols that impacting the lives, perceptions and choices people make.

Analytics

Whether you already have amassed data, or need to collect more, we use AI-powered tools and human skills to examine and explore it through the lens of diversity, inclusion and equality to draw out different conclusions and learnings.

  • In-depth interviews
  • Focus groups
  • Ethnography
  • Research communities
  • Culture and trends
  • Analytics

In-depth interviews

The qualitative research technique involving intensive individual interviews with a carefully crafted selection of respondents and/or subject-matter experts to explore and understand their perspectives.

Focus groups

One of the most utilised qualitative research methods that we use to generate individual responses and group discussions that fuel our understanding of people’s experiences, attitudes and ideas.

Ethnography

Our researchers go into the field to observe behaviours and engage respondents in situ. This can include accompanied shops, escorted visits and even mobile ethnography to help understand and explore expectations and attitudes in relation to specific moments in time or lived experiences.

Research communities

Research communities and other online qual methods are extremely useful when seeking to engage people that are geographically dispersed or defined as ‘hard-to-reach’, when systematic analysis matters or when the topic is complex, sensitive and requires deep reflection. Communities are also good for quick collaboration and iteration, and co-creation.

Culture and trends

Our individual and collective values inform everything we do. Combining experts and AI we can quickly decode values and culture, including understanding the invisible forces, signs and symbols that impacting the lives, perceptions and choices people make.

Analytics

Whether you already have amassed data, or need to collect more, we use AI-powered tools and human skills to examine and explore it through the lens of diversity, inclusion and equality to draw out different conclusions and learnings.

Essential Terminology For Conversations About Diversity

We designed this guide to help professionals take the lead on equality and inclusion discussions. You’ll find explanations of the assumptions that are embedded in the words we use so that you can make active choices: say what we mean and mean what we say, with an awareness of how this might be interpreted.

What we are thinking, reading and doing

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Blog

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Guide

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Case study

What we are thinking, reading and doing

BLOG

PUBLISHED : 24 Mar 2021
10 MINUTE READ

BLOG

PUBLISHED : 13 Jan 2021
18 MINUTE READ

BLOG

PUBLISHED : 13 Sep 2018
13 MINUTE READ

Cerebral Snacks

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A regular round-up of inspiring stories, news and latest research into some of the most important beliefs shaping consumer behaviour today including sustainability, transparency, consistency and inclusion.



What next?

Want to learn more about what we do or how we can help tackle your research challenges? Book a discovery call with one of our research strategists.
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