Hard to Reach Groups Market Research

At DJS Research we understand the importance, and complexities, of engaging under-researched audiences to ensure they are included and represented in market research. Often facing challenging circumstances, which can be multilayered, the needs of these groups are multifaceted. Both accessing and engaging under-researched audiences requires sensitivity and a bespoke approach.

By placing audiences at the centre of our projects from the outset we ensure their needs, and the needs of our clients, are met throughout the research process. Our tailored end to end solutions reach, and build trust, with under-represented audiences using the following principles and practices:

• Putting needs first: recognising the needs of the individual based on their personal circumstances, ensuring they are handled sensitively and with the utmost respect.
• Agile recruitment: using varied approaches to engage hard to reach groups including our in-house panel Different Perspectives.
• Community links: building face-to-face links with community organisations to access digitally excluded groups, and those without telephones, through trusted channels.
• Skilled interviewers: all our respondent facing staff have been trained to handle individuals in vulnerable circumstances. We have experience dealing with people facing the most severed vulnerabilities including those with life limiting illnesses or who have family (including children) in this position and those dealing with extreme financial hardships.
• Protection and support: our 'red flag' system means we can alert clients, or other appropriate organisations, immediately if we feel a respondent needs urgent help or might be at risk.
• Accessibility: ensuring that the research we design is suitable for the audiences we are researching. For example, we have worked with accessibility experts to ensure that our online surveys work for multiple audiences.
• Working with organisations: working closely with organisations who represent people in vulnerable circumstances to optimise our understanding of these groups which further informs our approach.

Examples of our work 

We have a wealth of experience conducting research under-represented and under-researched groups across wide range of sectors and for a broad mix of clients:

You can view detailed case studies here, which bring to life some of our important work with audiences facing vulnerable circumstances. 

Our vulnerability research has also been published, and is freely available within the public domain, including our water affordability report for CCW which contains detailed findings and recommendations on how to end water poverty: Low income households' experience of water bill affordability and support report.

To discuss any aspect of engaging under-represented, vulnerable or hard to reach groups, please contact our Vulnerability Specialist, Director Ali Sims asims@djsresearch.com.