As the champion of diverse voices, Channel 4 wanted to develop an evidence-based, robust but nuanced understanding of what 'diversity' and 'inclusion' mean to diverse audiences. The broadcaster also needed to assess how diverse audiences perceive Channel 4 and competitors; what drives audiences’ perceptions; how portrayals of diverse groups can be improved; and what metrics they should use to track audience perceptions.

Versiti explored a range of perceptions, attitudes, viewing behaviours through a week-long online research community with 60 people of different genders, ages, ethnic backgrounds, religions, sexual orientations, disabilities, socio-economic groups and UK regions.

The work led to clear guidelines on how to portray diversity and inclusion on TV for Channel 4 Heads of Commissioning. This focused on content that ‘normalises’ diversity and reflects the day-to-day circumstances, concerns and aspirations of people often absent from, or misrepresented on, mainstream TV. We also developed metrics to track audiences’ perceptions of diversity and inclusion on Channel 4, helping steer decisions across the business.