Kantar and disABILITYincites create largest US panel of consumers with disabilities
Kantar and disABILITYincites have teamed up to create the largest US panel of consumers with disabilities ever assembled and the most comprehensive research study to date about the unmet needs of people with disabilities in the US.
Set up and run by Kantar-owned Lightspeed Research using a sample of 5,000 people with disabilities, the “Pathways to Greater Inclusion of People With Disabilities” study examines the segment’s consumption behaviours, unmet needs due to accessibility challenges, and other areas of focus never measured before that depict the disability journey. In addition to shedding light about the different journey for people with disabilities, the study’s goal is to unearth insights about the segment to inspire the creation of new products and services (by manufacturers and other service providers) that enable people with disabilities to live more independently while embracing their aspirations and more fully participating in all areas of life.
DisABILITYincites is a nonprofit 501(c)(3) founded in 2011. Its mission is to eradicate the exclusion of people with disabilities from the on-going, comprehensive market research investigations that are conducted daily in the US to ascertain the unmet needs of the general population and sub-segments.
The vast majority of market research is not designed to include people with disabilities. “This impacts sample representativeness and hinders study results,” says Kantar CEO Eric Salama. “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 rarely the focus of marketing studies. It is our hope the Pathways study will pave the way towards reversing this trend.”
DisABILITYincites founder and executive director Tonya Deniz says: “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.” She goes on to say, “When companies use research for the purpose of creating new products and services that truly address the unique challenges people with disabilities face, we all win. People with disabilities, who have an annual disposable income of $220 billion in the US, enjoy greater independence after having their needs met. Companies benefit from a newly created revenue stream.”