SQWAD

WHY over-representation is the new representation.

 

Learn from our exclusive minority majority panel community

10

k

Multi-ethnic community research collaborators

67%

From ethnic minority groups

7

Key Markets

3,500

Monthly interactions with young people through research

89%

16-29 year olds

SQWAD is Word on the Curb's 10k+ active community of Gen-Z & Millennial collaborators who feed into insights and co-design creative briefs. Sqwad is purposefully over-represented with individuals from minority groups to challenge the dynamics of representation.

Reciprocity,
equity &
engagement.

Because we advocate for the interests of the misrepresented, we've cultivated a loyal and engaged cohort who are willing to open up their lives to us in the most unique ways, giving us unique access to their world. 

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how SQWAD works

1

We provide safe spaces and access to exclusive opportunities for our community.

2

We establish & nurture a relationship built on trust, rapport & community engagement. 

3

Our SQWAD open up their lives to us in various formats:

SURVEYS
&
POLLING

VIDEO SNAPS & DIARY ENTries

Consumer insight workshops & interviews

user generated content

the dangers of misrepresentation

the dangers of misrepresentation

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The market research and creative industries have traditionally done the bare minimum when it comes to the representation of marginalised groups. It is a tick box tick box exercise that creates a climate for misrepresentation to be propagated.

Misrepresentation produces inauthentic & inarticulate research & creative work that misses the mark, in turn, creating dangerously tone-deaf understanding & presentation of minority groups. This leads to disharmony, distrust and disengagement with brands, products and services. That's exactly why we created the Sqwad.