Skip to main content
LifeworksInclusive Guide

Conducting competitive research

When reviewing competitor websites, media, marketing and positioning, product and services, we can track a few lenses to begin to understand their emphasis on inclusive design.

These include:

  • Looking for representation, intention, and specific accommodations
  • Looking for content, articles, language, or posts related to inclusivity and diversity
  • Evaluating marketing and product content, assets, and inputs for representation and diversity considerations.
  • Where warranted, an accessibility audit will uncover if their products support the full spectrum of user engagement.

Let's consider these lenses in more detail.

Look for representation, intention, and specific accommodations:

  • Recognizing and supporting marginalized or equity-deserving communities and individuals, including:
    • Racialized, Black, and/or People of Colour ("Visible Minorities")
    • Indigenous Peoples
    • Collectively, BIPOC (Black, Indigenous, and People of Colour) or BAME (Black, Asian, or minority ethnic)
    • 2SLGBTQ+ and/or gender and sexually diverse individuals
    • People with disabilities (including physical, mental, cognitive, and other disabilities that may be permanent or temporary)
    • Neurodiverse people
    • People with specific mental health needs

Look for content, articles, language, or posts related to inclusivity and diversity.

Keywords include:

  • Inclusive
  • Diversity, DEI/EDI, DEIB
  • Accessibility
  • Shifting or adapting healthcare based on community or individual needs

Evaluate marketing and product content, assets, and inputs for representation and diversity considerations:

  • Are people from different backgrounds represented (see list of marginalized communities above)?
  • Do forms and other inputs use gender and other identity-inclusive messaging?
  • Is the content too complex, jargon, or written at a level that users may have trouble understanding?
  • Do videos and other multimedia content include subtitles, transcripts, descriptions, or other alternative means of engagement?

Where warranted, an accessibility audit will uncover if their products support the full spectrum of user engagement, including:

  • Mouse and touch
  • Keyboard
  • Zooming
  • Screen reader
  • Voice
  • Responsive from desktop to smartphone