Are we making enough efforts to ensure that the people we’re talking to are representative of a proper cross-section of society? How can we make sure that our default isn’t always white nuclear families in Milton Keynes? And that agencies don't downplay what they find in favour of their own experience and/or gut instinct? 

Every month we ask individuals from the communities most affected to draw on their vast experience and knowledge to give everyone in the industry a tool kit for making our work more inclusive. Episode 3 looks at where do we get our insights from? 

Key take-outs include: 

• Be proactive about seeking out diverse audiences for your research. A quick Google search or 10 minutes with a couple of colleagues from diverse communities is not enough. 
• Reject our own base assumptions and ask the right question about the audience you are talking to in the first place.
• Separate your research from ideas empathy and replace them with true insight 
• Get out more, and dont let the spreadsheets do the work. 

Guests this episode are: 

Steven Lacey, Founder, The Outsiders

Rich Miles, CEO + Founder of The Diversity Standards Collective

Arif Miah, Co-Founder and Creative Strategy Director at Mud Orange

The pod is created by Lucky Generals,  BITE  and Wildstorm PR.  It is hosted by Lucky Generals' Strategy Director Rachel Hamburger and Account Director Katie Hooper.
It is produced by Noel Bussey at Wildstorm PR.