Step 1

Gathering Insights

In contrast to the traditional market research techniques that collect information from the users at the center of the target market, the Lead User method takes a different approach, collecting information about both needs and solutions from the leading edges of the target market and from analogue markets, markets facing similar problems in a more extreme form. PWD are these exact users: frequently using products and services in more extreme forms than others.

The methodology is based upon the idea that breakthroughs may be developed by identifying leading trends in how People with Disabilities consume products and interact with environments. Once a ‘pain-point’ is identified, RoDG translates both the functional requirement unique to PWD and their broader applications to the core market.

Once Lead Users have been engaged to uncover “wow” moments and pain points, RoDG leverages it’s panel of over 1000 PWD to quantify pain points and positive experiences to identify areas in which clients can maximize the return on their investments while simultaneously making their products or services more accessible – thus reducing regulatory risk.

RoDG also leverages its PWD panel to provide its partners privileged access to new research on the disability market that carries customer and employee profiles – research that can be combined with proprietary studies to capture new demands in this emergent marketplace.

Step 2A

Consumer-Focused Design and Execution

While most of the talk in disability markets is focused on Talent, the bigger opportunity is in attracting Customers in disability markets to grow revenue. Touching 73% of your consumers, disability is the second largest global market behind women. Aside from sheer size, insights from disability use cases are proven to delight core users and have material impact on top-line growth. Your customers are demanding a better experience – strive for delight.

Return on Disability delivers:

• Product Design models for Breakthrough Innovation
• Packaging Design models that make products easier to open
• Experience Design that delights and maximizes revenue
• Message Design and Production that connects to your brand
• Process Development and Implementation

Step 2B

Talent-Focused Design and Execution

Between 20-30% of the working age population has a disability. These individuals consistently tell us they work harder than their peers to achieve the same results. The reason for this is not their disability per se, but that they navigate workplace experiences that are not optimized for their use.

By better aligning workplace experiences with functional needs, organizations can dramatically improve workplace productivity. Crucially, the experience of PWD can be leveraged to improve working process for all employees.

External studies consistently indicate that between 20-30% of most workforces currently have a disability. Yet, internal data captures frequently come far short of this. The reason for this discrepancy is simple: even if PWD are willing to discuss their disability, they rarely wish to do so with their employer.

RoDG analysts are experts in collecting robust information on your workplace. This includes the number of PWD at your organization, their experiences, and their demands, These demands are simple: the tools to maximize their career at your organization. We help you meet this demand.


Here’s a powerful summary in numbers of our impact on organizations and PWD.

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PWD engaged in research (since January 1, 2022)


Product/Experience “Secret Shops” (since January 1, 2022)


“Secret Shoppers” Deployed (since January 1, 2022)

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Employee Interviews (since January 1, 2022)

Frequently Asked Questions

Got questions? We have answers! Select the topic that you’re wondering about, then click the questions to find the answer.

How do you typically engage with Clients?

Our Clients’ most successful engagements happen when they are led by the owner(s) of the experiences of customers and employees. Depending on your structure and culture, that could be consumer/employee insights, design research, design and/or customer/employee experience. We also loop-in Legal, HR, Diversity & Inclusion, Senior Management and the Board to ensure support and consistency.

Depending on the deliverables, we begin with insights gathering and downloading knowledge to design teams. Once we collectively understand how PWD currently experience your offerings – and demand to experience your offerings in the next iteration – we rapidly shift to the design phase. Clients tell us that they need to impact experience “on-the-shelf” quickly – we push you there.

Our team views Clients as life-long partners. We stay with you through execution and iteration, guiding decisions through maintenance, versions and innovation.

Our first Client, PepsiCo, joined us on Day 2 on March 19, 2008. We continue to partner with PepsiCo’s Global Design Team today. Our Clients stay with us because we focus on specific deliverables within a broad relationship.

New to our offering is a governance ‘wrapper’, to ensure consistency and efficiency across Client businesses and geography. Our team offers this for a simple reason – Clients asked for it.

Do you focus on Clients’ customers or employees?

Getting disability right has a material impact on revenue generation from customers for substantially all of our Clients. Disability is large in scope and affects how all of your customers experience your offerings. Design from disability drives revenue growth when harnessed effectively.

That said, employees set productivity and culture for your organization. Understanding employee demand while designing and executing a great employee experience is critical.

That is why we help our Clients delight both customers and employees.

how long are your typical engagements?

Engagements can range from a nine week design sprint to a 15-year, multi-product research and design relationship embedded in Client teams around the world.

We target annual set-fee contracts to simplify and share risk with our Clients.

How do you find users with disabilities to “Secret Shop” our experiences?

Our Research team recruits people with disabilities from all geographic corners of North America. Our team actively maintains panels of 1000s of disabled people in the United States and Canada.

When we recruit for studies, we pay close attention to functionality (cognitive/physical/sensory) to mirror the population of disabled people. Depending on the study, we may suggest a “tilt” to a specific functionality to achieve deeper design insights.

Further, depending on Client demand, we target “Lead Users” when engaging in design testing and Secret Shops. We do this because deploying “Lead Users” generates insights that are higher quality than selecting randomly within a sample.

We do all recruiting for external studies, no “Customer lists” required.

How do we start?

We always suggest a meeting or two to get to know each other. This allows us to understand your needs and tailor an engagement specific to your organization.

Another easy path to building a relationship together is to have one of our leaders speak at an event or to a leadership team. We meet each others’ teams. Your team learns new content. We start to build trust.

Reach out. Let’s make it happen.