Allyship in research 


Diversity, equity, and inclusion have become essential elements of any thriving industry. While it is crucial for marginalized groups to advocate for themselves, allyship plays a pivotal role in accelerating the journey toward true diversity and inclusion. In this blog, Tatenda Musesengwa (Savanta and co-chair of Colour of Research) explores the concept of allyship, its significance, and how it can positively impact research organizations. 

What is allyship

Allyship is a concept rooted in empathy, support, and active engagement. An ally is someone who stands in solidarity with marginalized or underrepresented groups, advocating for their rights and well-being. Allyship goes beyond mere support; it involves taking actions to combat discrimination and prejudice. 

Why Allyship Matters 


  • Fostering an Inclusive Environment: Allyship contributes to the creation of a safe and inclusive environment where individuals from all backgrounds feel valued and respected. It sends a clear message that discrimination will not be tolerated. 
  • Leveraging Privilege: Allies often possess certain privileges, whether it's due to their race, gender, sexual orientation, or other factors. They can use their privilege to amplify the voices of those who are often silenced. 
  • Enhancing Creativity and Innovation: Diverse and inclusive teams are more likely to generate innovative ideas and solve complex problems. Allyship can help bring people with different perspectives together, fueling creativity.
  • Building Stronger Communities: In diverse communities, allyship strengthens social bonds, reduces tension, and promotes social cohesion. It facilitates harmonious coexistence, contributing to overall community well-being. 

How to Be an Ally 

  • Listen Actively: Start by listening to the experiences and concerns of marginalized individuals. Understand their perspectives, and validate their feelings. This is the first step to becoming an effective ally. 
  • Educate Yourself: Take the initiative to educate yourself about the issues faced by marginalized groups. Read books, attend workshops, and follow diverse voices on social media to broaden your understanding. 
  • Speak Up: Use your privilege to speak out against discrimination and prejudice when you encounter it. Whether it's at work, in your community, or within your social circles, your voice can make a difference. 
  • Provide Support: Offer emotional support and a safe space for individuals to share their experiences. Be an empathetic and understanding friend or colleague. 
  • Amplify Voices: Promote the voices and achievements of marginalized individuals. Help them gain visibility and recognition for their contributions. 
  • Reflect and Learn: Acknowledge that allyship is a journey, and you may make mistakes along the way. Be open to feedback and commit to personal growth and improvement. 
What does this mean in practice?

How can you become an ally in the research industry? 
Within the research industry, individuals and organizations alike can further fortify their commitment to allyship by actively supporting and collaborating with DEI (Diversity, Equity, and Inclusion) interest groups: 
  • Colour of Research, 
  • Women In Research 
  • MRS Unlimited 
  • MRS Pride 

At CORe we are always looking for allies to support us in championing and supporting the interests of ethnically diverse people in the research industry, whether it’s through volunteering, financial support or even amplifying our message it’s all welcome so please don’t hesitate to get in touch if you want to help.  
Embracing allyship is an ongoing commitment—one that demands continuous learning, introspection, and action. Together, by championing allyship and supporting DEI interest groups, we can create a research landscape that not only reflects the diversity of the global community but also cultivates innovation and success through inclusivity. 


Tatenda started his career at YouthSight in 2010 as a Project Manager. His commercial savvy and entrepreneurial spirit led to a quick succession of promotions through the company, and in 2018 Tatenda became a Board member and was promoted to MD of the Panel & Data Services Division, running both a sales team and the operational side of the overall business. In 2021 Savanta acquired YouthSight, meaning he is now focused on supporting Savanta to expand its audience and sampling proposition.

Tatenda has worked on a range of youth-focused projects for both agency and brand clients alike, including Mediacom, Kantar, Heineken, Google & Barclays. In 2020 Tatenda also helped set up Colour of Research, which is focused on helping address issues around diversity and inclusion in the market research industry. 

About CORE
Founded in 2020, Colour of Research is an industry organisation aiming to improve and raise awareness about ethnic diversity and inclusion in the market research industry. The organisation supports the market industry through a number of different initiatives including mentorship, outreach and DEI support. For more information on CORe please don’t hesitate to leave a message on our website -