The client wanted to understand how to improve access to the chartered accountancy profession and how to support students from underrepresented groups throughout their studies and careers.

The research focused on key cohorts currently underrepresented in the accountancy profession: women, Black Heritage students, students with learning disabilities, students from the LGBTQ+ community, and students from a low socio-economic background. Magenta combined a robust and iterative qualitative-led approach with empathetic moderation and intersectional analysis. We adopted a participant-first approach, creating space for students to share their stories without fear of judgment or repercussions.

ICAEW invited Magenta to share the research findings with over 200 employers of chartered accountants, delivering tangible action points to implement in their own businesses. The initiatives have already had a profound impact on the industry as they become embedded into everyday practices.

Chartered Accountants Worldwide (CAW) bought together professional institutes in seven markets to support with a review of their industry. The aim was to understand and map the career journey of mid-career women in the chartered accountancy profession with a view to supporting CAW in identifying strategic opportunity areas for organisations and professional membership bodies to break down barriers and open up career pathways for women to progress fairly into more senior positions.

Through a series of career mapping individual depth interviews followed by a survey, we identified the key barriers and enablers to progression so far in their careers, and what support they are looking for to enable their progression into senior positions. 

A series of strategic and tangible actions were provided to support CAW in development of its strategy and global launch of the report.

Diabetes UK wanted to understand how to tackle inequality for those living with diabetes and living in deprivation (below the poverty line and/or on benefits).  More specifically they wanted to understand:

- How wider determinants of health such as food, work and housing affect the experience of those living with diabetes

- How these factors influence people's ability to access and experience healthcare in particular; and barriers to accessing care and managing their condition. 

Magenta undertook a series of online small group discussions with people living in both rural and urban areas, and individual depth interviews with those who experienced difficulty joining a group. 

Our findings provided Diabetes UK with a clear understanding of the difficulties people are facing and insight fed into Diabetes UK’s published Tackling Inequality Commission Report. 

Our client identified an urgent need to understand perceptions of transgender people in the UK as media prejudices were filtering through to public opinion. On Road Media wanted to develop a communications strategy to improve outcomes for transgender people.

Through sensitively designed qualitative research, we got to the heart of what’s driving public perception, and analysis enabled us to decode the ten most common myths and misconceptions regarding transgender people and the role of media in feeding or dispelling discrimination.

Recognising the growing number of non-binary, gender fluid and transgender people in the UK, and the sensitivities needed when collecting gender data from these groups, Legal & General wanted to understand best practice. As a financial services provider, they require sensitive and personal information from their customers regarding gender and sex to use their services.

In order to identify the most suitable approach, we initially conducted four expert interviews with representatives from Stonewall and Gendered Intelligence among other organisations who specialise in LGBTQ+ issues. Following this, we spoke with transgender and non-binary people about their previous experiences, needs and perceptions of such data collection.

The team’s contextual understanding of the research topic and targeted recommendations surpassed expectations and provided the client with actionable takeaways to implement in their data collection practices.

Ofcom and the Consumer Communications Panel (CCP) recognise the importance of conducting research that includes the experiences of all citizens and consumers. Magenta was entrusted by Ofcom and the CCP to explore and identify a more inclusive approach to designing and reporting on research involving disabled people and people with long-term conditions. 

The research comprised of:

• A literature review with discourse analysis to explore how language is being used when reporting on disabled people;

•40 expert interviews with stakeholders from a range of sectors from charity to government; and

• A stakeholder workshop with 21 stakeholders from the interviews. 

We produced a comprehensive report providing clear guidance for commissioners, agencies and anyone else involved in research, on how to ensure research is more inclusive across all stages of the research process from language considerations to reporting. We also delivered a one-page toolkit with practical tips. 

You can download the full report here.