Karen Fraser MBE, recently became a Trustee of RiDC.
Awarded an MBE for services to diversity in the advertising industry, Karen has a huge wealth of knowledge and experience to draw on in her role on RiDC's board.
Here, she introduces herself.
A Note from Your New Trustee
"I’m very pleased to introduce myself as the newest Trustee of the Research Institute for Disabled Consumers (RiDC). My path began with a fascination for understanding people, which led me to study Psychology at university. Naïvely I hoped to emerge as a mindreader, I soon discovered that it was more focused on writing questionnaires!"
"My interest in art and design, coupled with my psychological training, led me to a career in market research. I’ve spent years exploring what people watch, read, and listen to, eventually expanding my role to research and marketing strategy—understanding why people choose certain products and how best to reach them.
"I live in beautiful East Sussex, near the sea and the South Downs, and enjoy getting outdoors, though I admit I’m a fair-weather swimmer! Recently, I enrolled in a sewing class, hoping to create something by Christmas. I also love visiting galleries and soaking up the beauty of London’s Royal Parks.
"My involvement with RiDC began through LinkedIn, where I sought to learn more about the organisation. Given my background in research, I felt I could help raise awareness of RiDC among brands focused on research and product development. After a conversation with Chief Executive Gordon McCullough, I started as an advisor, making introductions to companies like Primark, which led to a significant study on adaptive clothing. This experience inspired me to take on a more formal role as a Trustee, and I’m thrilled to work alongside my fellow Trustees.
"In previous roles I wrote about inclusive marketing and used examples from brands like Maltesers who have used actors with disabilities in their campaigns.
I also recently authored a report that examined the representation of disabled people in advertising, television, research, and the legal professions.
It was disheartening to discover the disproportionately low visibility of disabled individuals in these fields, reinforcing my belief in the need for greater employment opportunities and a stronger voice for disabled people.
I want to contribute to making those changes happen.
"As a Trustee, I hope to connect with brands and companies eager to better serve disabled customers. I’m particularly passionate about improving both online and in-store shopping experiences.
Additionally, I aim to raise the profile of RiDC’s important work among opinion formers and advocates.
"I believe there’s a growing recognition of the overlooked needs of disabled people, especially in sectors like travel. I look forward to supporting RiDC in this vital work and am excited about what we can achieve together."
"Thank you for welcoming me into this role. I’m eager to contribute and collaborate with all of you!"
