Cultural Research

Uncovering lived experiences of equality, diversity and inclusion in the workplace to inform the development of DEI strategy.

Project Overview

Objectives

Uncover and illustrate stories of diversity, inclusion and cultural barriers to inform the development of a more inclusive workplace. Understand the most meaningful change areas.

Constraints

Mixed methods approach was key to eliciting rich perspectives of the culture and its unspoken nuances. The highly confidential and sensitive nature of this research required appropriate risk mitigation.

Success Metrics

Participation in research, positive feedback and trust. The richness of insights gained. Surpassed stakeholder expectations. Mitigated consultancy costs.

Process

Brief and scope

Initial client brief review. Defining scope, research brief design, data collection approach, approval.

Research design

Participant recruitment strategy, in-depth interview protocol and cultural probes research pack. Sensitivity mitigations.

Data collection

Recruit participants, conduct interviews and invite to complete optional research pack.

Analysis

Coding data by quotes, insights and themes, clustered into categories.

Storytelling

Balancing high-level view with the detail. Using mood boards, quotes and summaries.

Playback

Presented to a range of stakeholders. Created a wider business case study.

Key insight

  • A mixed methods approach was key to eliciting rich perspectives of the culture.

  • The use of interviews combined with reflective exercises (Cultural Prompts), including images and drawings, can illustrate the unspoken nuances of culture.

DME Staircase

Example Cultural Probes

Example interview questions

  • What it’s like for you to work here?

  • How do you feel your identity impacts your experience here?

  • What could the company do differently to support you better?

  • Can you tell us about a time when you felt excluded?

  • In what ways do you feel included?

  • What are your biggest challenges in your day-to-day experience of working here?

Impact to date

  • Surpassed expectations: The quality of insight surpassed stakeholder expectations and was used to illustrate the lived experience to the company executives.

  • Insight: Powerful stories and opportunities for change created an in-depth illustration of a broad range of experiences of diversity and inclusion. Uncovered issues that had not been well understood in the past and highlighted areas for the most impact in the DEI action plan.

  • Wealth of data: 27 interviews with 1572 pieces of data and 10 research packs with 200 pieces of data. 4 categories, 20 themes, 122 sub-themes.

  • Trust: Many participants recommended to others to speak to us. The response to the research highlighted how powerful open conversations can be in creating positive change.