Each month we delve into an aspect of our work and your contributions to and opportunities in The Audience Agency community.

While dutifully submitting our census forms this month, we were also reading a lot of speculation about its outcome. How will COVID affect the results? How will the UK demographic have changed in the last 10 years? And how confident can we even be in the picture painted by an inherently problematic data collection exercise? How research is conducted - who by, with and for - has a profound impact on what its findings tell us. Cultivating a research environment that encourages a broad and representative response set, rather than reinforcing known assumptions about the same cohorts, will be more important than ever as we rebuild.