• Two young men sitting on outdoor concrete steps, one wearing a pinstriped jersey and jeans, and the other in a blue jersey and beige pants, both wearing sneakers.

    Breaking stigma: amplifying unheard voices

    Diabetes UK understood that stigma around diabetes disproportionately affects people from Global Majority groups, but traditional research methods often fails to capture the full depth of these experiences, particularly among South Asian, Black African, and Black Caribbean communities.

    We designed a participant-led approach prioritising comfort and authenticity, primarily using online individual interviews supplemented by optional post-task diaries where participants could document stigma incidents over time. A sensitively designed survey then quantified the qualitative insights.

    The research revealed how stigmatising attitudes, language, and behaviours create additional barriers to diabetes care, with cultural and community contexts amplifying these challenges in ways mainstream healthcare often overlooks. Participants shared stories that illuminated the intersection of health, identity, and social judgment.

    These profound insights enabled Diabetes UK to develop targeted actions supporting people from Global Majority backgrounds, ensuring their services address not just medical needs but the social and emotional challenges that significantly impact diabetes management and overall wellbeing.

    ‘The insights that we've gleaned from working with Magenta are invaluable to inform our future strategy. They provided clarity on a complex and multi-faceted project. The Magenta team were efficient, responsive and a delight to work with.’

    Operations Manager, Diabetes UK

  • Two women sitting on a couch, laughing and talking. One wears a red sleeveless top and blue skirt, the other a black top and patterned skirt. They are in a room with green plants in the background.

    Beyond survival: understanding diverse cancer experiences

    Target Ovarian Cancer knew that effective support requires understanding diverse experiences, but research often focuses on general populations, potentially missing the specific needs of underrepresented communities.

    Through sensitive depth interviews with Black and Asian women, LGBTQ+ individuals, those in rural locations, and women living with disabilities, we explored both practical and emotional experiences of ovarian cancer. Each conversation revealed how identity, location and cultural circumstances shape not just treatment access but the entire cancer journey.

    Our insight shared stories that had never been heard before and illuminated how existing support systems, while well-intentioned, sometimes fail to account for cultural differences, accessibility needs, geographic challenges or identity-specific concerns. Participants shared insights about barriers and solutions that mainstream cancer support hadn't considered.

    These specific, tangible insights empowered Target Ovarian Cancer to review and reconsider the support offering to help ensure services are genuinely accessible and relevant for all women who need them, not just those whose experiences match traditional assumptions.

  • Close-up of runners' legs in a road race, wearing various running shoes and athletic gear.

    Bridging the Digital Divide: How Research Unlocked AI's Potential for Excluded Communities

    When AI threatens to leave entire communities behind, how do you craft an approach that truly resonates? Good Things Foundation faced this challenge as they developed their AI literacy programme for digitally excluded individuals.

    The narrative wasn't immediately clear. Through iterative research—workshops, interviews, and intercepts—we uncovered the real story beneath surface assumptions. Each conversation revealed new chapters in understanding how disadvantaged communities actually respond to AI opportunities.

    Our research didn't just gather data; it revealed the authentic voices of those often unheard in digital transformation discussions. We translated complex responses into actionable insights, helping reshape the charity's entire programme delivery and content strategy.

    The result? A programme designed around genuine community needs rather than assumptions. By listening to untold perspectives, we helped Good Things Foundation create an AI literacy initiative that could truly serve the communities it aimed to support.

    Sometimes the most powerful stories emerge from those we least expect to tell them.

    ‘You have been very responsive to the challenges, speaking to the right people and asking the right questions. We'd love to work with you again.’

    Head of Research and Data Insight, Good Things Foundation