Inclusive recruitment is about more than fairness. It’s about accuracy.
If the people taking part in your research don’t reflect the reality of the world around us, your insights won’t either. That’s why diversity, equity and inclusion (DEI) in recruitment is more than a buzzword. It’s essential to quality data and meaningful insight.
At Angelfish, inclusive research participant recruitment is something we take seriously. As signatories of the MRS Inclusion Pledge, we’re committed to creating a space where everyone feels heard. And that starts with who we recruit.
So, whether you’re commissioning a qual project or partnering with a fieldwork agency, here are five ways to make your recruitment more inclusive from the outset.
1. Redefine What “Nat Rep” Means
Most people define a nationally representative sample using age, gender and region. But is that enough?
According to the MRS D&I in Samples report, nearly all researchers agree the current definition is too narrow. There’s growing demand for inclusivity across characteristics like ethnicity, disability, neurodivergence, sexual orientation, and socioeconomic background, but no consistent standards.
The MRS Inclusive Sampling checklist is a great starting point for reviewing and expanding your quotas. It includes important prompts such as:
- Are any vulnerable or marginalised groups missing?
- Should your quotas be interlocked to reflect multiple characteristics?
- Are you collecting certain data just because it’s standard, or because it matters to the research?
Even if a project isn’t explicitly about inclusion, the sample still should be. Because unrepresentative research can lead to flawed insight, and that’s a risk no brand can afford.
2. Watch Your Language
Language is one of the easiest things to change, but often one of the most overlooked.
Your market research recruitment screener might be the first touchpoint someone has with your study. If the language is confusing, filled with jargon, or only reflects a narrow lived experience, it could alienate people before they even start.
Here’s what to watch out for:
- Avoid idioms and overly technical terms, especially for people who are neurodivergent or speak English as a second language.
- Make demographic questions inclusive. For example, provide multiple gender options and offer “prefer not to say” or “prefer to self-describe” where appropriate.
- Explain why you’re collecting sensitive data. Transparency builds trust and can increase disclosure rates.
MRS’ Safeguards Part 7 on Neurodiversity highlights the importance of inclusive language. It’s not just about what you ask, but how you ask it.
3. Go Beyond Databases: Build Real Connections
If you’re relying on the same recruitment panels or online sources, you’ll keep hearing from the same kinds of people.
To really diversify your sample, it helps to work with community partners who already have trust and credibility with the groups you want to include. These might be:
- LGBTQ+ centres
- Mental health or disability charities
- Faith-based organisations
- Local social enterprises
- Neurodiversity support groups
These partners can help you shape your language, review your materials, and sense-check whether your approach is genuinely inclusive, or unintentionally excluding.
4. Ask About Training and Accreditation
Inclusive recruitment isn’t automatic. It takes skill, sensitivity and the right training.
All Angelfish in-house recruiters are RAS-accredited, including completion of the DEI module, which means we’re trained in safeguarding participants, recognising vulnerability, and applying inclusive recruitment practices as standard.
If you’re working with another agency, ask:
- Are their recruiters RAS-accredited?
- What DEI training have they undertaken?
- How do they handle demographic questions or vulnerable participants?
Training and accreditation show a commitment to best practice, not just good intentions.
5. Flex for Accessibility
People lead different lives – and your research needs to accommodate that.
If you’re serious about inclusive market research recruitment, consider:
- Timing: Offering sessions outside 9–5, or being mindful of cultural observances like Ramadan
- Format: Providing both online and in-person options, or alternatives for people with limited digital access
- Accessibility: Using screen-reader-friendly materials, captions, and clear visual design
- Confidence: Supporting participants who may be new to research or unsure what to expect
As the MRS Inclusive Sampling checklist explains, recruitment materials should be tested with diverse audiences, and reviewed for clarity, not just compliance.
Why It Matters – A Word From the Industry
We also spoke with Daniel Singham, Co-Chair of the MRS Representation in Research group and a member of the steering committee for CORe (Colour of Research), who shared some powerful thoughts:
“Across the MRS EDI Council and the MRS Representation in research group, our goal is to bring together the best of the industry to focus on equality, diversity and inclusion, make market research a welcoming industry for everyone to work in and to promote inclusive research practices that reflect the world we seek to understand.
Inclusive and representative recruitment in qualitative research (and research in general) is essential to ensuring that the insights generated truly reflect the diversity of the population. Without meaningful inclusion of voices across age, ethnicity, gender identity, socio-economic status, disability, and other key dimensions, research risks reinforcing bias, overlooking critical perspectives, and delivering incomplete or misleading outcomes.
As researchers, we have a responsibility to create equitable spaces where all participants feel seen, heard, and valued. This not only enhances the ethical integrity of our work but also strengthens the relevance and impact of the insights we deliver to clients, policymakers, and wider society. By being as inclusive and as representative as we can, businesses can be confident in making informed and accurate decisions based on the data they are working with.”
Final Thoughts
Improving inclusive recruitment isn’t a one-off checklist – it’s a mindset shift. And the more you learn, the better your research becomes.
If you’d like to explore this further, we’d recommend diving into:
- MRS Inclusive Sampling & Nat Rep checklist
- Reflecting Reality: The Future of Nat Rep
- MRS Best Practice Guides on ethnicity, gender, sexual orientation, disability and mental health
- Neurodiversity in research (Essential Safeguards Series)
At Angelfish, we’re proud to champion inclusive market research recruitment, not just because it’s the right thing to do, but because it leads to stronger, more representative insight.
Want to know how we’re building more inclusive recruitment practices, or need support on your next project?
Get in touch. We’d love to chat.
Want to Dig a Bit Deeper?
If you’re interested in improving your recruitment practices even further, we’ve got more helpful reads:
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