New Tool Taps Neurodiverse Minds for Unique Insights

A new package from London-based Shape Insight promises clients fast access to neurodiverse audiences. 'Untypical Minds' launches with access to audiences in the UK and US, and draws on Shape's experience of neurodiverse-specific-research methods.

Shape says neurodiverse thinking can provide exceptional value for projects during product and communications development, from early-stage idea generation through to rigorous user testing. Untypical Minds was inspired by the company's recent collaboration with BBH USA, Silent Spenders 2.0, which focused on neurodiverse audiences before zeroing in on those with ADHD. During the project the company developed research methods specific to neurodiverse neurology, and found that 'non-neurotypical people are brilliant at deconstructing ideas, concepts, products and services in unexpected ways. Often in ways that expose flaws, moments of frictions or inconsistency which the 'typical target customer' misses.'

'Silent Spenders 2.0, showed how valuable neurodiverse thinking can be to brands,' says Alex Holmes, Shape co-founder and Director. 'But we could only access this thinking due to two things. Firstly, by developing research approaches that matched the audience's neurology. And secondly, thanks to an excellent network of sample partners who gave us access to neurodiverse participants. The Untypical Minds package combines these elements in a formal way so we can offer brands and agencies access to the value of neurodiverse thinking at speed and scale.'

The firm is online at www.shapeinsight.com .