![Sponsor](https://marketingweek.imgix.net/content/uploads/2019/08/13104458/lock_icon-1.png?auto=compress,format&q=60&w=193&h=193)
‘Average audiences mean average results’: GSK on bringing diversity into market research
Marketers are “setting themselves up to fail” if they rely on averages and don’t make an effort to include diverse communities in their marketing strategy from the beginning, says senior media director Jerry Daykin.
As part of its ongoing mission to reach and represent diverse communities, GSK Consumer Healthcare has introduced a new internal market research project to source authentic and diverse insights.