Experience research that’s designed to gauge the needs and desires of consumers who use technology is important but if wide groups of consumers are being excluded from that research – which is what we have seen – then that research is flawed, according to Sutherland Labs.
Exclusion can become embedded in research practices and there are steps that companies, including those in the M&E sector, can take to make their research more inclusive, as was stated during the session “Who are we Designing for?” that was part of the virtual SoCal Women’s Leadership Summit on Nov. 10.
The session was introduced by Susana Sheil, VP of CM&E, technology at Sutherland.