We have recently a new research package in the UK and US that allows brands and agencies to gain fast access to the unique and valuable minds of neurodiverse audiences.
The package, called Untypical Minds, combines access to neurodiverse audiences in the UK and US, with Shape Insight’s expertise in neurodiverse-specific research methods. But most importantly, allows brands and agencies to benefit from the untypical, but valuable way, that this audience thinks.
Untypical Minds was inspired by Shape Insight’s recent Silent Spenders 2.0 collaboration with BBH USA. This focused on shining a light on an audience understudied and not understood by brands.
The collaboration firstly focused on neurodiverse audiences, before zeroing in on those with ADHD. And in doing so, developed research methods specific to neurodiverse neurology.
This helped lead to a key finding. That non-neurotypical people are brilliant at deconstructing ideas, concepts, products and services in unexpected ways. Often in ways that expose flaws, moments of frictions or inconsistency which the ‘typical target customer’ misses.
This means neurodiverse thinking can provide exceptional value during product and communications development. From early-stage idea generation through to rigorous user testing.
Alex Holmes, Co-founder and Director at Shape Insight, said:
” Silent Spenders 2.0, showed how valuable neurodiverse thinking can be to brands. But we could only access this thinking due to two things. Firstly, by developing research approaches that matched the audience’s neurology. And secondly, thanks to an excellent network of sample partners who gave us access to neurodiverse participants. The Untypical Minds package combines these elements in a formal way so we can offer brands and agencies access to the value of neurodiverse thinking at speed and scale.”
