Consumer Research Agency: Disabled Community Insights

Listening to the disabled community. Developing and delivering bespoke consumer research - quantitative and qualitative - to get an in-depth understanding of how the disabled communities think and feel about your brand, product or service.

What is Consumer Insight Research?

Consumer insight research for a brand, product or service refers to market research, both qualitative and quantitative. We focus on understanding the needs, preferences, and behaviours of the disabled community, so that your brand can authentically connect and tap into the spending power of the largest minority group in the world.

This research is conducted to provide businesses with a better understanding of the unique needs and challenges faced by disabled individuals and to identify opportunities for creating more inclusive products and services. It generates concrete customer insights that support brands to understand consumer behaviour and brand perception. Plus, it establishes actionable insights that can improve customer satisfaction.

Research may consist of focus groups, surveys, roundtables and more, using a variety of research methods including in-depth interviews and data collection – all of which build stronger brand health and better long‑term relationships.

Purple Goat is here to guide you through the process.

We offer real-world insights from those with lived experience.

The Opportunity for Disabled Community Insights

You may have already carried out market research for your brand, product or service, but how inclusive was this? Have you ever wondered how your disabled customers may view your organisation differently? Historically, businesses have not always included disabled individuals in their market research, which has led to a lack of understanding of their unique needs and preferences. 68% of consumers with disabilities feel that companies do not meet their needs, suggesting that there is a significant gap in the market when it comes to catering to this demographic. This reveals clear market gaps and underscores the need for targeted, inclusive customer segmentation and brand tracking.

Purple Goat offers bespoke quantitative and qualitative research, including focus groups, surveys and roundtables, to really get an in-depth understanding of how the disabled communities think and feel. Listening to and working with the disabled community is invaluable in ensuring brand and marketing inclusivity. We work with the community in a number of ways to provide feedback, insights and recommendations to any given brand, piece of comms, product or service.

Insights gathered offer a fantastic opportunity to develop a deep understanding of current practices and opportunities for development, whilst creating a foundation for meaningful change in how your brand can better engage disabled consumers. From roundtables to user experience testing, we offer a great range of insights and research activities to help uncover how the community use, experience and perceive your brand. These insights can support your strategy, product launch and campaign designs.

Purple Goat is here to guide you through the process and offer real-world insights from those with lived experience at every step of the way. The disabled community is the largest minority in the world. Now is the time to ensure your organisation is offering products and services that resonate and connect with this community so that you can enhance brand perception and increase long‑term brand loyalty.

Get in touch to discuss consumer research

Purple Goat Consumer Research Insights

Brand, service or product tailored market research strategyParticipant screening process Validity, reliability and generalizability analysisIn-depth conclusions and actionable business takeaways

Recent Consumer Research Insights Work

We’ve helped brands all over the world gain a better understanding of how disabled customers perceive and use their products through community insights.

Starling Bank: #MoreMobile

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Tesco: Changing Places

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Virgin Media: #WeAreHere

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National Highways: #Go_Left

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Accessible Rail Travel with Avanti West Coast

View Case Study

What Makes Purple Goat Unique?

Global coverage

Lived Experience

Worlds 1st

Award-winning

Expert knowledge

How we work with you

At Purple Goat, we believe that the key to success is collaboration with our clients. We work closely with brands to understand their goals and research requirements. Our team provides clear communication throughout the entire process, removing the stress and uncertainty that can come with inclusive market research.

We understand that disability marketing can be intimidating that’s why we ensure transparency for our clients, offering a helping hand as well as ensuring throughout that our clients have an understanding of what we are doing, why we are doing it, and how they can authentically action business changes based on insights gained from the research.

Your Consumer Research Agency: Why Choose Purple Goat?

Experience working with some of the world's biggest brands, including Tesco, Meta & Virgin Media

Lived experience with over 50% of the Purple Goat team having a disability

Global reach with experience working with companies and researching audiences worldwide

Extensive experience and knowledge of research best practices

At Tesco we’re delighted to partner with Martyn and the team at Purple Goat. We believe that being an inclusive business makes us stronger and we want our advertising campaigns to represent everyone, showing the breadth of the communities and customers we serve

Consumer Insight Research FAQs

What is the purpose of consumer research?

The purpose of consumer research is to generate deep, actionable insights into how your audiences behave, think and feel. By understanding real consumer behaviour, brand perception, customer needs, and customer journey, you can inform your market strategy, product development, and service design to better meet those needs. This supports long‑term customer satisfaction, enhances brand health, and helps unlock market opportunities and potential market size among disabled consumers.

What value could consumer research and insights add to your business?

Conducting research and insights is so important to your business. It allows you to get a granular understanding of how your brand and/or product aligns with the disabled community both internally and externally. Insights and research are key to creating data and community driven results that actually help brands to grow and develop.

What is an example of a consumer insight?

An example of a consumer insight might be discovering, through a consumer survey and in-depth interviews, that disabled consumers find your product packaging difficult to open. This single insight reveals a barrier to use and leads to a clear, actionable improvement opportunity.

Alternatively, consumer data may reveal that your brand tone feels clinical rather than inclusive, prompting a shift in communication style, service design or product launch messaging. Both cases demonstrate how customer behaviour insights can directly shape product development, improve accessibility, and strengthen brand health.

Why do I need to conduct research within disabled communities?

The disabled community is often described as the largest minority but the fact that there are over 1 billion people on the planet has a disability proves that we’re not a minority at all. In fact, the disabled community is the only protected characteristic that everybody in the world will become a member of at some point in their life.

What do you offer research into within disabled communities? (product research, market research, how view your brand, how view your product etc)

We can adapt our research to fit your needs! So far we have run a variety of different research projects such as product research, diversity and inclusion research, access audits, user research and creative consultancy through creator-led communities and many more. We will craft and create our research methodology, including consumer surveys, brand tracking, market segmentation and in-depth interviews to match your brand needs.

Can Purple Goat help us gain & implement takeaways from the research?

Yes! With every research project we run, Purple Goat completes a full analysis of the data (both qualitative and quantitative). We will highlight key themes from the data as well as key recommendations that you can action moving forward too.

What makes effective Consumer Research & Insights?

The key to an effective consumer research and insights project is two things. The first is utilising a truly authentic and representative sample audience which reflects the disabled community. The second thing is ensuring you have a clear research objective. Don’t worry if you haven’t figured that out yet, the Purple Goat team is to help you figure that out too.

I have paid for market research before - how do I know if the disabled community was involved in this?

Whilst we can’t speak for your previous research, at Purple Goat we ensure that our research and insights projects reaches and includes the whole disabled community. In fact, we even provide you with the full breakdown of raw data where you will be able to see all the statistics and insights broken down by disability category!

How does Consumer Research & Insights impact and integrate with other wider business goals and objectives?

Research and insights can impact and integrate with other wider business goals and objectives in many different ways and Purple Goat will always adapt our methodology to make sure that it works for you and your aims of the research.

Do you only do market research within the disabled community?

We run representative and inclusive research studies making sure intersectionality is at the heart of the projects we run.

What countries and languages do Purple Goat agency work in and cover?

We are a global agency and so far have worked in 30+ countries! Depending on the client and objectives we source the relevant creators and deliver what is needed.

What is inclusive marketing?

Inclusive marketing is a strategic approach to overarching marketing communication activities which includes designing activities that authentically represent and connect with a diversity of audiences, ensuring messaging and offerings appropriately resonate with everyone. You can read more about it and how it can benefit your business on our ‘What is inclusive marketing?‘ page.