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NEWS29 August 2014

Largest disabled consumer panel established in US

News North America

US — Kantar has teamed up with non-profit research organisation disABILITY to create the largest panel of consumers with disabilities in the US.

Kantar’s agency Lightspeed Research used a sample of 5,000 people with disabilities to conduct a study looking at the consumers’ consumption behaviours and accessibility challenges among other things. Preliminary results of its findings, to be published in a report, ‘Pathways to Greater Inclusion of People with Disabilities’, will be available in October.

As well as gaining understanding into the different consumer journeys people with disabilities have, the study aims to unearth insights that can inspire new products and services to help people with disabilities live more independently.

Kantar’s CEO Eric Salama said: “Despite there being 56.7 million people with disabilities in the US (that’s one out of every five US adults), people with disabilities are under-represented in marketing studies. It is our hope the Pathways study will pave the way towards reversing this trend.”

Tonya Deniz, DisABILITYincites founder and executive director added: “The inclusion of people with disabilities in market research studies and tracking polls gives them a greater voice, more products aimed at their specific needs and, ultimately, more jobs.”

@RESEARCH LIVE

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