Gusto Research has specialised in the research of vulnerable customers for a number of years and part of this experience has identified that vulnerability is a spectrum; businesses certainly can’t take the approach that one size fits all when it comes to addressing vulnerable customers' needs. Another important concept that aligns closely with vulnerability and ultimately relates to different aspects of customer experience and brand interaction is neurodiversity.
Neurodiversity refers to the natural variation in how individuals think, learn and process information, providing an ‘umbrella’ term for differences such as autism, ADHD and dyslexia. It is well documented that it is important for businesses to embrace both customer vulnerability and neurodiversity, and in doing so create a more inclusive and supportive environment for all customers.
How can MR help?
Market research is rooted in a psychological understanding of human behaviour, so what better way to celebrate natural variations in human neurology and shine a light on the issue, than using MR to help businesses better understand and cater to the needs of neurodiverse consumers.
As part of our expertise in Vulnerability and consumer diversity, over the coming weeks, we will be sharing insights on ways businesses can embrace neurodiversity and how we at Gusto Research believe inclusivity of these consumer types is key going forward in research design.
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