On Thursday 27^th February, Truth Consulting hosted an event focused on the recently launched Working Well Together (WWT) charter; an initiative created by Aura, the UK membership organisation for client-side researchers. 

The charter is the result of growing concerns that ways of working in the research and insights industry – specifically the client-agency dynamic – are undermining wellbeing and happiness. 

Aura put together the charter – which comprises six core commitments – to provide guidance on how to work better, as well as for the creation of better conversations about how we, as an industry, can move forward.

A mixture of agency and client-side personnel were present at the ‘Working Well Together for Inclusion’ event, as well as industry figureheads such as MRS chief executive Jane Frost, representatives from CoRe (Colour of Research), and agency supporters of Aura and the WWT charter.

The evening was opened by Dr Matilda Andersson, managing director at Truth Consulting, who encouraged attendees to see themselves as changemakers and advocates for better ways of working and more inclusive practices. 

Next up was Ruth Hinton, chair of Aura, who gave an overview of the charter and stated her commitment to driving awareness of the key issues and engaging with a broad range of purpose groups within the research and insight sectors.

The main event was a panel discussion led by myself with three panellists: Rebecca Cole, managing director at Cobalt Sky and MRS chair designate; Babita Earle, international managing director at Zappi; and Josephine Hansom, independent consultant and chair of the MRS ED&I Council.

Key findings

There was a clear belief amongst the panellists that inclusion was integral to any process focused on developing better working practices between clients and agencies. The panel shared four reasons for why this was the case:

1. Mutual respect should be inherent in client-agency relationships, and this requires a recognition of people as human beings, respected for the differences as well as their similarities.
   
   
2. Market research is built on the ‘kindness of strangers’ – so an open and welcoming approach should be at the core of who we are and what we do.  We need to work harder at showing appreciation and kindness to everyone who is part of the world of research and insights (including the people we study, seek guidance from and who power the insights we create).
   
   
3. Understanding the world, in a clear and representative way, means that it is essential that we are inclusive across all aspects of what we do – from the samples we create and use, through to the people we have ‘in the room’ and who are given a voice.
   
   
4. Better work comes from creating environments and relationships where everyone feels welcome. Without this, agencies can never be their best selves and clients get work that is less than what could be delivered.

While the panel welcomed the WWT initiative, there was a strong belief that more could (and should) be done and that client-agency relationships had lots of room for growth and development.

There was also a sense that the charter was an opportunity to think more critically about a broader set of considerations. For example, Cole believed strongly that working well together should be applied beyond the client-agency relationship.  She gave the example of her company – a supplier, not an agency or a client, but a business where the principles of working well together are still highly relevant. The panel agreed that we need to think about how we ensure the whole supply chain is part of the WWT solution and opportunity.

For both Earle and Hansom, the idea of working well together should also be driven within organisations, not just between them. The feeling was that ways of working within both agencies and clients could be significantly improved, particularly in relation to issues of inclusion.

New beginnings

The discussions, challenges and provocations shared in the room were warm and non-confrontational. Clients, agencies and suppliers agreed that the charter is crucial to our industry and that inclusion should be a non-negotiable part of it. 

It was also agreed that clients, in so many ways, hold the keys to change. Our industry needs clients to be on the front foot with driving sector change; ensuring that the WWT charter is embraced, embedded and becomes normalised within relationships, between and within businesses. Once clients lead, the rest of the supply chain will follow.

We have an opportunity to craft a new agenda for how all of us in the research and insight sector work together; to recognise every person as an individual and to forge partnerships based on respect and mutual understanding. This will undoubtedly lead to a better research and insights sector; one with improved outputs, greater commercial value and with humanity and individual wellbeing at its’ heart. What’s not to love?

Dr Mark Thorpe is head of thought leadership at Truth Consulting and chair of the MRS Inclusion Pledge