Insights from the Neurodiversity Experiences with Healthcare and Research webinar

Neurodivergent individuals often encounter challenges in healthcare and research environments that can impact their ability to participate fully and feel understood. A recent BHBIA webinar, hosted by our DE&I Committee, explored how inclusive design, both in healthcare settings and in market research processes, can help overcome these challenges and create better outcomes for everyone.

We’re grateful to the contributors and convenors, who generously shared their experiences and expertise to help drive inclusive practice forward across our industry.

Below, we share some of the key themes and takeaways discussed.

Inclusivity matters

The speakers shared powerful personal reflections on navigating healthcare as a neurodivergent person. These stories revealed how systems can unintentionally exclude or overwhelm. Sensory overload, unclear instructions and unfamiliar layouts can make it harder for a neurodivergent individual to process information and feel safe or supported.

 Many of the issues are avoidable and small design changes can make a significant difference. Thoughtful, inclusive approaches can reduce stress, improve communication and lead to better engagement and outcomes.

Understanding neurodivergence in context

Neurodivergence takes many forms, including ADHD, autism, dyslexia and dyspraxia, and each person’s needs are different. These differences affect how people take in information, respond to instructions and engage in group settings.

Some of the key barriers discussed included:

• Admin overload and unclear appointment details
• Vague or inconsistent use of pain scales
• Literal interpretations of clinical or research instructions
• Discomfort in traditional research formats, such as group settings or icebreaker activities

Recognising and responding to these realities means rethinking how we design market research so it works for more people.

Inclusive research is better research

When participants are more comfortable and more clearly understood, the insight gathered is richer, deeper and more representative. The webinar offered a range of practical strategies for inclusive design, including:

• Using clear, concrete language with definitions and examples
• Offering multiple ways to participate, e.g. visual, written, verbal
• Designing accessible scales and reducing complexity in tasks
• Considering sensory needs, e.g. lighting, sound, physical comfort
• Sending advance information to help participants prepare

Many of these adaptations are easy to implement and benefit a broad range of people, not just neurodivergent participants.

A recurring message throughout the session was that inclusive design benefits everyone. By building research practices that accommodate diversity, organisations not only reach underrepresented voices but also create better experiences for all participants and, by extension, better insights.

With thanks to:

• Christine Hemphill, Managing Director, OPEN Inclusion and Chair of MRS Unlimited
• Romane Donat, Associate Director of Qualitative Research, Ipsos and Co-Chair of the Ipsos Neurodiversity Network
• Joel Jitell, Chair, BHBIA DE&I Committee, and Global Head of Operations, Day One Strategy
• Bridget Pumfrey, Deputy Chair, BHBIA DE&I Committee and Partner, BPR

 

Watch the webinar recording

A recording of the session is available exclusively to BHBIA members.

Watch now

 

Further resources

BHBIA Neurodiversity in focus page
Read member stories and find more resources to support inclusive research

BHBIA Guidelines for Inclusive Recruitment for Market Research Studies