DEI and recruiting respondents in Market Research at Walnut


28th November 2023

Walnut Unlimited

DEI and recruiting respondents in Market Research at Walnut

Hey there!

At Walnut, we’re not just passionate about market research and human understanding; we’re deeply committed to Diversity, Equity, and Inclusion (DEI). We believe that our people are our greatest asset and it’s the very essence of this human understanding that truly sets us apart as an agency.

We at Walnut understand that in today’s evolving insight sector, businesses should be identifying the impact of embracing neurodiversity and inclusivity, as well as DEI principles when recruiting respondents to undertake market research.

We believe that supporting DEI not only benefits our participants, but also leads to more accurate and insightful research responses, results, and recommendations for our clients.

It is essential to continue to be more inclusive in the recruitment and sampling process to get a rich and insightful understanding of the people your brand is targeting.

Bringing forth hidden talents.

Neurodiversity incorporates a range of neurological diversities such as Autism, ADHD and Dyslexia, these differences bring exceptional strengths to the table. Many neurodiverse individuals possess different skills which are often hidden and yet to be explored. So, by actively recruiting neurodiverse respondents, we not only support DEI but we also give neurodiverse people a voice which can offer valuable insights to our clients!

Diverse views drive better informed insights.

Diversity is more than just a buzzword. It’s the key to unlocking hidden opportunities for growth. By seeking out a diverse range of respondents, we can tap into a wealth of experiences and needs. Diverse respondents can help us gain a deeper understanding of the market, allowing us to provide more nuanced insights to our clients. This can be achieved both through qualitative and quantitative research.

Expanding the scope of inclusivity.

By creating an environment that is inclusive, we ensure that all respondents feel valued and heard. When respondents feel like we care, it helps them get comfortable, in turn establishing a platform to share genuine thoughts, feelings and experiences. This enables us to glean authentic and real insights. This can be achieved through a number of qualitative approaches such as interviews and focus groups, both online and offline.

Enhancing research responses.

The benefits of DEI extend to the quality of research responses too, giving the floor to a wider range of opinions, ideas, needs and preferences. This practise helps enrich and verify the data we collect, ensuring that our findings are representative of the broader market.

Providing robust recommendations.

By prioritising DEI in respondent recruitment, we strengthen the foundation of our research, leading to more accurate and reliable recommendations. These robust findings, in turn, allow us to provide our clients with insights that are actionable, address their business objectives and remain aligned with the needs of their target audience.

By embracing neurodiversity and inclusivity in respondent recruitment, we empower our clients with richer insights that are more reflective of the wider population, paving the way for success. By being understanding and inclusive researchers, we give respondents a voice which in turn can influence how brands plan their marketing, operations, and product design.

At Walnut, our commitment to DEI is fronted by our dedicated DEI Committee. This group of passionate individuals ensure that our recruitment processes align with DEI principles, adopting inclusivity in every aspect of our market research endeavours.

Contact the D&I Committee:

For inquiries or suggestion opportunities related to Diversity and Inclusion at Walnut, feel free to reach out to our DEI Committee here:

As an organisation, we continue to review and improve our practices and broaden our reach across all types of research. Together, we can unlock the full potential of DEI in market research and achieve inclusive, meaningful and impactful results.


Written by Walnut Unlimited Email Walnut Unlimited

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