Consumer leaders are not paid equally, or not paid at all, for research participation. Often, transportation supports do not exist for consumer research participation. There is a clash between the research culture and consumer culture. Consumers struggle to be included in research. In some geographic locations there is an assumption that everyone believes the same thing.
Diversity exists in values and beliefs.
Disabilities Cultural differences, including between the research culture and consumer culture. A person's values have an effect on their research and the questions that they ask. Diversity exists in values and beliefs. Other disempowered groups. Consumers struggle to be included in research.