New report

Market research in the disability population

Most market research doesn’t meaningfully include people with disabilities, overlooking key insights from one of the largest consumer groups in the world.

Learn four principles for conducting market research that includes people with disabilities and produces more accurate insights.

Report cover page graphic. The cover has the title: “Market research in the disability population: Four principles to reduce bias and generate better insights,” with an illustration of a person wearing headphones using a smartphone while walking with a guide dog.

What you’ll learn

This report outlines four principles for including disability in market research in ways that are thoughtful, responsible, and methodologically sound.

Grounded in Fable’s experience surveying, interviewing, and testing products with people with disabilities, the report covers how to:

  1. Treat disability as a research lens, not a segment
  2. Segment by research-relevant factors, not diagnostic labels
  3. Include disability in general population research by default
  4. Report disability findings with precision and care

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About the authors

This report was developed by accessibility experts at Fable in collaboration with Fable’s Community.

Sam Proulx
Accessibility Evangelist, Fable

Sam explores new and creative ways to help organizations practice inclusive product development. He turns ideas into practical, testable approaches that help teams move from intention to action.

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Kate Kalcevich
VP of Innovation, Fable

Kate oversees a diverse community of people with disabilities who use assistive technology in daily life and leads research and development to focus investment where it matters most. Her work helps global organizations design products, services, and cultures where accessibility is built in from the start.

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