Culture and context: an empathic study of the needs of ethnic consumers in the UK

This paper describes a fresh approach to gathering rich data from ethnic minority consumers (EMCs) to better understand the affects of variations across subgroups upon consumers. The study investigated whether an EMC group in the UK face any barriers in the take-up of products or services. Subgroups in the study were defined as religion and generations to compare the differences and similarities of views and the effect of acculturalisation. An inductive, qualitative approach used family focus groups and some interviews with a questionnaire to set context. The research draws on previous cultural, marketing and design literature and current affairs and follows an inclusive design framework. The results successfully narrowed the research on a subgroup within the 1st generation and the usability of health services leading to a second study which is currently exploring the experiences of health services staff of providing care to EMCs to determine whether and how design may play a role in lowering barriers.