With a population of nearly 450 million, speaking 24 official languages, Europe is as diverse as these numbers suggest. While there are principles and values that guide life within EU, it's crucial to recognise the significant differences between countries when conducting fieldwork in the region.
In this article, we will explore what diversity, equity, and inclusion (DEI) mean in the European context and provide key insights to help you implement a DEI-driven approach for your next research project.
Why is DEI important?
In market research, a common recruitment principle states that all voices need to be heard and represented. When it comes to recruitment, relying on homogeneous samples can result in missed opportunities for gaining diverse insights. By adopting DEI-driven sampling and methodologies, researchers can achieve a more representative and empathetic approach, which enhances both physician and patient engagement and improves outcomes.
DEI Across Europe: A Diverse Landscape
In Europe, DEI encompasses various aspects including gender, race, sexual orientation, ethnicity, socioeconomic status, and disability status. The interpretation and application of DEI principles can vary widely across different countries, reflecting a diverse array of values and challenges. This diversity highlights the necessity for a thoughtful and context-aware approach to DEI in research.
Some of the challenges include:
- Disability Inclusion: One notable challenge is an insufficient focus on individuals with disabilities. Many DEI initiatives may overlook this group, despite their essential need for inclusion and accurate representation.
- Political Influences: The political landscape in some European nations can significantly shape DEI policies. Political agendas may influence how inclusivity is addressed and which groups are prioritised in DEI efforts.
- Evolving Digital Connections: The rise of digital technology has altered how people connect, particularly in less populated areas. While this has enabled better connections based on shared backgrounds or preferences, it also means that some groups might still face access barriers, potentially affecting their representation in research.
- Cultural Recruitment Preferences: Recruitment methods can vary by culture. While online recruitment is common, some countries still prefer phone or in-person methods. Relying solely on online recruitment could exclude lower-income groups who have limited digital access.
What Market Researchers Need to Know
- Inclusive Language: Europe has seen a growing emphasis on using inclusive language in research materials. It’s important to keep language up-to-date as terminology evolves to meet current standards and expectations.
- Sensitive Topics: In some markets, questions about sexual orientation and ethnicity may be discouraged. Always check with local agencies to align with regional preferences and sensitivities.
- Community Representation: In the UK, it is essential to include both urban and rural respondents to ensure diverse perspectives are represented. This broad representation can provide more accurate and comprehensive insights.
- GDPR Compliance: Adhering to GDPR regulations is crucial. Data collection should be purposeful and avoid gathering unnecessary or excessive information.
- Local Consultation: Engage with local partners early in the research process. Discuss DEI considerations and strategies while developing research materials such as discussion guides or questionnaires to ensure they meet local expectations.
By understanding and addressing these DEI aspects, Australian healthcare market researchers can better navigate the complexities of international studies and enhance the inclusivity and impact of their research.
Are you interested to learn more? Reach out to your account manager or contact us at info@ekas.com.au.
