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Changing client needs

Research is underpinned by statistical and social science principles, enabling researchers to gather information and make verifiable claims about the populations researched. This can only be achieved if accurate and robust proportions for key sub-samples of the target audiences we claim to represent are gathered. To be considered valid, either quantitatively or qualitatively, any given study should carefully consider, recruit, and reflect the distribution of the target population of interest.

Inclusion is increasingly important for clients who need to demonstrate that they are listening to and understanding all citizen/customer needs by producing inclusive data collection, research and insight. This requires clients to understand and specify which segments of the population they want to research and reflect. It also requires clients to ensure that research and data collection samples are more inclusive and accessible for different segments of the population. This may be more inclusive compared to previous practices or it could be about making their projects more accessible, removing barriers and so on, to enable more groups to participate in their research.

Representation of the population is more than quotas; it is about ensuring all individuals have the opportunity to participate and respond.