Name: Guarantee long-lasting market research results by embracing diversity
Uploaded: 2022-03-02T15:18:40.000Z
Duration: 421.85
Description: For market insights to reveal a complete picture, the research needs to hear from all sides. Diversity and inclusion is as important in research as it is in the modern workplace. We spoke to a group of market research experts to understand both how they ensure diversity in their research and how their organisations incorporate diversity and inclusion on a daily basis.

Jennifer Davies - Future-Proof Market Research By Embracing Diversity V5-1.m4v

Future-proof market research by embracing diversity.vtt

English

{{00:00:05}}
It has to come down to making sure
that the sample is right and balanced.

{{00:00:42}}
In the quant world that means
a much more important focus on

{{00:00:47}}
quotas because it is very easy in
a country to miss the minorities

{{00:00:52}}
because they're not necessarily on an
online panel or something like that.

{{00:00:55}}
So we're thinking that
through very, very clearly.

{{00:00:58}}
And then the qual world,
oftentimes it is about almost

{{00:01:02}}
getting to a point where you
almost cast who's in there, right?

{{00:01:04}}
It's a focus group of eight.

{{00:01:06}}
I want a focus group that
looks diverse, that is

{{00:01:08}}
diverse, that thinks diverse.

{{00:01:09}}
So I need to give a lot more thought
to who these respondents are.

{{00:01:13}}
Because I do want views from different
angles and different perspectives.

{{00:01:17}}
And I kind of want them, most of the
time, in the same conversation so that,

{{00:01:22}}
you know, people bounce off each other.

{{00:01:23}}
Because that's where
diversity is really good.

{{00:01:26}}
And that's what our global
inclusion team is also really

{{00:01:29}}
strongly emphasising is that
diversity in a segregated way

{{00:01:35}}
doesn't make any difference.

{{00:01:36}}
Doesn't make any sense.

{{00:01:37}}
It's about bringing people together.

{{00:01:39}}
That's where you get that
beautiful virtuous circle of

{{00:01:43}}
ideas accelerating each other,

{{00:01:47}}
I'm Mexican, I've lived
in another country where I

{{00:01:53}}
don't speak the language.

{{00:01:55}}
I personally know how important
it is, both as a leader of

{{00:01:59}}
employees, but also, of course,
in just the core of what we do

{{00:02:03}}
as representing consumers today.

{{00:02:06}}
And so, I think of them distinctly.

{{00:02:08}}
So whether it's more on the
recruiting side or offering people

{{00:02:11}}
opportunities from an employee
standpoint and helping to champion

{{00:02:16}}
their voice too to leadership.

{{00:02:18}}
But also of course, on the consumer
side, like really being thoughtful.

{{00:02:21}}
I think in the last, what's been really
great is that the awareness of diverse

{{00:02:27}}
voices has increased and I've seen it
across both companies I've been in.

{{00:02:31}}
We tend to do a good job in the
insights community of like thinking

{{00:02:34}}
about how to speak to those consumers
potentially, but maybe not always, how

{{00:02:40}}
do you actually design products and
services that best meet their needs,

{{00:02:43}}
which I think is more of an unlock.

{{00:02:45}}
It's really important, I think, to
bring in cultural experts that know

{{00:02:48}}
these communities deeply, even if
we have people in these communities

{{00:02:52}}
within our own building represented.

{{00:02:55}}
And empathy is critical in
every piece of what we do.

{{00:02:58}}
But I think honestly more with diverse
communities, it's the most important

{{00:03:04}}
place to have empathy and to try to
have your leaders in teams, you know,

{{00:03:08}}
walk a mile in different communities'
shoes, understand the joys, the

{{00:03:13}}
struggles, you know, the cultural
surroundings, is super critical.

{{00:03:24}}
Be super aware of your sample.

{{00:03:27}}
We have found recently that a lot of
our gen pop samples under represent

{{00:03:33}}
Black and Hispanic consumers.

{{00:03:35}}
You have to account for that.

{{00:03:37}}
You have to over sample.

{{00:03:39}}
And that's honestly, one thing I'll say
too, with regards to Agile research,

{{00:03:44}}
because those sample, Agile research
relies on sample coming quickly

{{00:03:50}}
and efficiently and effectively.

{{00:03:54}}
Pairing that with the idea that we
know we're having issues, getting

{{00:03:58}}
representation of the sample,
we need to find better ways.

{{00:04:03}}
And so that's a big passion point
for us, especially over the past

{{00:04:07}}
year when we've really realised
just, you know, how often the data

{{00:04:14}}
doesn't line up the way it should.

{{00:04:16}}
So be conscious of it from the
very beginning and plan for it.

{{00:04:24}}
Insights as a function
particularly underrepresented

{{00:04:29}}
in Black and Hispanic voices.

{{00:04:31}}
You know, we're trying to
recruit undergrad, specific

{{00:04:34}}
Black or Hispanic candidates.

{{00:04:36}}
It's hard.

{{00:04:37}}
It's really hard to find.

{{00:04:39}}
And I know I look back at my
career, I've been in my career

{{00:04:41}}
for 20 years, the number of people
that, you know, I've met with who

{{00:04:46}}
work at agencies, work internally,
where People Of Colour, like it's

{{00:04:50}}
not representative of the world
and we have to be conscious of it.

{{00:04:53}}
We have to be, the change isn't
going to occur by saying yes, I guess

{{00:04:59}}
there's a problem in doing nothing.

{{00:05:01}}
We have to be proactive in recruiting
and in trying to bring diversity,

{{00:05:07}}
not just to our sample sizes,
but to the people we work with.

{{00:05:20}}
When you get more inclusive, you
get more diverse perspective,

{{00:05:24}}
you build better products because
your customers are diverse, right?

{{00:05:29}}
And you also serve this
customers in a better way.

{{00:05:32}}
You change how you
operate a better way.

{{00:05:34}}
So you're just more in touch with the
world and the market, and you better

{{00:05:38}}
serve your stakeholders as a company,
you better serve your employees.

{{00:05:41}}
You better serve your customers and
you better serve your shareholders,

{{00:05:45}}
because you get better returns
from a business standpoint.

{{00:05:48}}
So, you know, I really
want to link the two.

{{00:05:50}}
Oftentimes they're seen as separate,
but we are big believers that

{{00:05:54}}
they're actually excellent on both
from a social impact standpoint

{{00:05:57}}
and from a business standpoint.

{{00:06:04}}
We have to remember that although
market research is about finding

{{00:06:08}}
those patterns, we can't rely on
stereotypes, especially with Gen Z.

{{00:06:13}}
Understanding that Gen Z is incredibly
diverse, understanding some of the

{{00:06:17}}
labels and the categories that they
consider themselves to fit into,

{{00:06:21}}
but then also allowing for them to
answer if they don't fit into one

{{00:06:25}}
of the labels that we have for them.

{{00:06:27}}
And then we can use that going
forward, if we're seeing enough

{{00:06:30}}
people answer what label that
they fit into, we can use that

{{00:06:33}}
in future surveys as an option.

{{00:06:36}}
Because yeah, they're like 51%
of Gen Z identifies as BIPOC.

{{00:06:41}}
So, Black, Indigenous, People
Of Colour that's more than

{{00:06:43}}
any generation before them.

{{00:06:45}}
Like we really have to focus on
that diversity and inclusion,

{{00:06:48}}
in surveys and brands need to
understand that has to be a part of

{{00:06:51}}
their brand values going forward.

It has to come down to making sure
that the sample is right and balanced.

In the quant world that means
a much more important focus on

quotas because it is very easy in
a country to miss the minorities

because they're not necessarily on an
online panel or something like that.

So we're thinking that
through very, very clearly.

And then the qual world,
oftentimes it is about almost

getting to a point where you
almost cast who's in there, right?

I want a focus group that
looks diverse, that is

So I need to give a lot more thought
to who these respondents are.

Because I do want views from different
angles and different perspectives.

And I kind of want them, most of the
time, in the same conversation so that,

Because that's where
diversity is really good.

And that's what our global
inclusion team is also really

strongly emphasising is that
diversity in a segregated way

That's where you get that
beautiful virtuous circle of

I'm Mexican, I've lived
in another country where I

I personally know how important
it is, both as a leader of

employees, but also, of course,
in just the core of what we do

So whether it's more on the
recruiting side or offering people

opportunities from an employee
standpoint and helping to champion

But also of course, on the consumer
side, like really being thoughtful.

I think in the last, what's been really
great is that the awareness of diverse

voices has increased and I've seen it
across both companies I've been in.

We tend to do a good job in the
insights community of like thinking

about how to speak to those consumers
potentially, but maybe not always, how

do you actually design products and
services that best meet their needs,

It's really important, I think, to
bring in cultural experts that know

these communities deeply, even if
we have people in these communities

And empathy is critical in
every piece of what we do.

But I think honestly more with diverse
communities, it's the most important

place to have empathy and to try to
have your leaders in teams, you know,

walk a mile in different communities'
shoes, understand the joys, the

struggles, you know, the cultural
surroundings, is super critical.

We have found recently that a lot of
our gen pop samples under represent

And that's honestly, one thing I'll say
too, with regards to Agile research,

because those sample, Agile research
relies on sample coming quickly

Pairing that with the idea that we
know we're having issues, getting

representation of the sample,
we need to find better ways.

And so that's a big passion point
for us, especially over the past

year when we've really realised
just, you know, how often the data

So be conscious of it from the
very beginning and plan for it.

Insights as a function
particularly underrepresented

You know, we're trying to
recruit undergrad, specific

And I know I look back at my
career, I've been in my career

for 20 years, the number of people
that, you know, I've met with who

work at agencies, work internally,
where People Of Colour, like it's

not representative of the world
and we have to be conscious of it.

We have to be, the change isn't
going to occur by saying yes, I guess

We have to be proactive in recruiting
and in trying to bring diversity,

not just to our sample sizes,
but to the people we work with.

When you get more inclusive, you
get more diverse perspective,

you build better products because
your customers are diverse, right?

And you also serve this
customers in a better way.

So you're just more in touch with the
world and the market, and you better

serve your stakeholders as a company,
you better serve your employees.

You better serve your customers and
you better serve your shareholders,

because you get better returns
from a business standpoint.

So, you know, I really
want to link the two.

Oftentimes they're seen as separate,
but we are big believers that

they're actually excellent on both
from a social impact standpoint

We have to remember that although
market research is about finding

those patterns, we can't rely on
stereotypes, especially with Gen Z.

Understanding that Gen Z is incredibly
diverse, understanding some of the

labels and the categories that they
consider themselves to fit into,

but then also allowing for them to
answer if they don't fit into one

And then we can use that going
forward, if we're seeing enough

people answer what label that
they fit into, we can use that

Because yeah, they're like 51%
of Gen Z identifies as BIPOC.

So, Black, Indigenous, People
Of Colour that's more than

Like we really have to focus on
that diversity and inclusion,

in surveys and brands need to
understand that has to be a part of

Best Practice

For market insights to reveal a complete picture, the research needs to hear from all sides.  Diversity and inclusion is as important in research as it is in the modern workplace.
We spoke to a group of market research experts to understand both how they ensure diversity in their research and how their organisations incorporate diversity and inclusion on a daily basis.

Diversity

Inclusion

Recruitment

Talent management

Market research

Gen Z

Empathy

Minorities

Primary Market Research

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