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We’ve all seen and read the stories of our favorite celebrities who had dreams of making it and pursuing their love of acting, or being an athlete. While money was likely a key driver in some of those dreams, being well known, famous and popular was likely just as top of mind. Wanting to be famous is not a new dream, but today, the prevalence of that desire has reached an all time high. In a 2021 YPulse study, more than half of 13-20 year olds stated that their top ambitions and career choices resided in the possibility of becoming social media stars. According to an Influencive report, 58% of Gen Zers want to own a business eventually, and 14% currently do. Compared to previous generations, Gen Z is seeking the limelight at increased rates, and, given the earning potential for doing so, with good reason. Influencer Khaby Lame is a great example for how the future of our workforce hopes to be plucked from obscurity and into fame. The 22-year-old creator from Senegal gained notoriety through his comedy skits, and is now the most followed person on TikTok. Thanks to his newfound fame, he has become the new global brand ambassador for Binance, the largest crypto exchange by trading volume, and will likely have many more opportunities to come. If today’s instant gratification-led young professionals are heavily considering fame-infused career trajectories, it should be no surprise that industries like market research and insights are struggling to find, attract and retain promising, diverse talent. Not only do people rarely know this industry exists, but the fundamental way we conduct business keeps us hidden and out of sync with how the incoming generation of young professionals desire to be seen and recognized throughout their career journeys. A career in marketing research and insights often results in practitioners being locked behind contractual NDAs and working across teams where your individual voice and contributions may or may not be heard and seen. Additionally, if we are rewarded for our inputs, it is often done internally or through a competitive lens with many others seeking the same accolades. Very rarely is there an opportunity to publicly highlight small wins in a way that effectively lands with our peers. In fact, unless we are established, senior thought leaders, rarely will anyone outside of our cohort be aware of the work we do, or the extent to which we are involved in some of today’s most culturally relevant brand activations; the very same activations that often build & inform the strategies for how influencers become brand ambassadors in the first place. For a generation that is increasingly enticed by fame and notoriety, the market research and insights field has failed to evolve for the new class of incoming professionals. This is ultimately putting our industry at risk of failing to attract the talent it needs to sustain itself. So how do we fix this? In a previous article, we addressed some key ways to fix our industry’s appeal to a wider audience, but there are other, larger elements that need to be considered. 1. Be realistic about the competition First, there is a need to recognize that we are not only competing against other industries for talent, but we are also competing against the idea of sustained wealth and fame. Even for those who are not into being “insta-famous,” social media still plays a role for individuals with traditional 9 to 5 occupations. For this newer, more entrepreneurial generation, creating a personal brand is no longer a novelty as having the right online persona can dramatically improve your digital presence and earning potential. Young professionals are not shy when it comes to bragging about the work they do, which is a stark contrast to most market research departments and agencies. Not only do they desire to be acknowledged by their friends and colleagues but they also have a goal of looking like the “bawse” their platforms proclaim them to be. Due to the legal implications of sharing work that’s still in the R&D phase, a clearer, less murky way needs to be mapped out for Millennials and Gen Zersto be able to talk about the end results of the work they spend half their days completing. 2. Create transparency When you search “careers in advertising” it is fairly easy to ascertain a type of “map” to guide new professionals into the space in a way that allows them to figure out where they belong. This is a fundamental step that the market research and insights field is missing. Knowledge is a leading form of currency with today’s generation, which means they need to be able to see a clear career path and trajectory in order to better understand their options and to inform their career choices. However, the market research and insights field is so large and multifaceted that this can feel like a monstrous task. Insights in Color highlighted some of this in its Data is Beautiful platform in the “The Hidden World of Market Research & Insights”, but there is still much more work to do. Understanding the different titles, departments, and levels of responsibility can feel overwhelming for young professionals just beginning their career journeys. Creating transparency around these roles, alongside the salary expectations at every level enables the incoming class of professionals to adequately equip themselves with the information they need to manage their expectations from beginning to end. 3. Neutralize our field Marketing research & insights does not have the best reputation. While in the past we were associated with telemarketing, mall intercepts, or even people who wore glasses and labcoats, today, we are often seen as invisible middlemen and third party leaches that track and invade the privacy of users. Even worse, we are increasingly being accused of implicit bias in just about every research study that we commission. Thanks to advancements in technology and critical thinking, none of this is inherently inaccurate- we still have a lot of work to do in our field. At the same time, we cannot deny how often we are overshadowed by large data companies like Google which, despite the downsides of its advancements (see above), is still seen as a highly desirable place to work. Tech companies have the benefit of offering generous salaries to their insights professionals which is not usually the case in market research agencies and departments. But not every prospective market researcher is meant for the highly advanced, data driven, competitive nature of the tech world, and that’s where we come in. There is a dire need to demystify market research on all levels. To assist with this, Insights in Color has created a few initiatives like the Market Researcher Gallery Wall, to change outdated perceptions of who a researcher is and what they may look like so that newcomers can more readily see themselves in this space. IIC also provides tools & resources to guide companies in ensuring more ethical, inclusive and unbiased research methods - but none of this is enough to change our industry's reputation. Shifting the market research & insights will truly be a group effort which will require that we all work to change the way our field is perceived by others, beginning at the middle school level. No one wants to work in a career field that has a zero cool factor or that others don’t know exists. 4. Reimagine How we Describe Ourselves Cultures from around the world have hailed storytellers as key members of society. From African Griots to Irish Seanchai or bearers of ‘old lore’ or 'old thoughts', storytelling is a fundamental part of being human. Utilizing research to highlight consumer truths is no different. At our core, market research and insights practitioners are storytellers, and should be seen as such. We gather information, observe with a sixth sense and use our magical abilities to come to conclusions that power some of the greatest inventions, tools and brands of our time. Because of the role that brands have in helping to shape culture, we have an opportunity to elevate the work we do in a way that demonstrates how our outputs can ultimately impact and sometimes even change lives. However, with this power comes great responsibility. In a time where misinformation, stereotypes, restrictions and shifting identity norms are commonplace, we have a duty to tell comprehensive consumer stories in fair, just and unbiased formats. The next generation of market researchers, who are currently living in the tensions and turmoil of today, will be needed to ensure we gather consumer truths carefully, thoughtfully and with considered intention. There are many great reasons to be a market researcher today, but unfortunately, most of those reasons are overshadowed by the lack of awareness & transparency of our industry. This can change, but more work needs to happen internally so that market research and insights can become a more attractive, desirable field to be a part of. This is not the time for the old guard to sit back with arms crossed expecting the new generation to conform to our expectations because “that’s how it’s always been done.” Today’s young professionals are more diverse and vocal than ever, and their loyalties are to themselves- not the companies seeking to hire them. If they aren’t happy, they quit, or worse, completely remove prospective industries off their radars, something that can very easily (and likely does) happen in our field. If we are truly going to be the voice of consumers today and tomorrow, we have to be willing to do the work to attract and retain the type of talent needed to represent those voices more effectively.

Insights in Color In partnership with Mimconnect Article originally posted on Medium It is no secret that the great resignation has been dominated by a new, vocal generation of workers and employees letting the world know what they will no longer tolerate in the workplace. From publicly listing red flags to describing key signs of toxic a workplace, consumers have had enough of a historically one-sided workplace paradigm which has typically favored the needs of employers. Today, due to an unprecedented global pandemic that has completely shifted the way we work, consumers are finding themselves holding more decision-making power than ever before, as employers navigate what may feel like an endless cycle recruitment and attrition. Making this even more complicated is a second cultural shift- a new generation of consumers desiring and expecting diversity, equity and inclusion measures in the workplace. The death of George Floyd, along with a barrage of unarmed killings of Black civilians over the past decade, have ushered in a new cultural moment of accountability where, more than ever, consumers are holding companies accountable for their DE&I efforts (or in many cases the lack of them). Today’s new consumer workplace expectations have companies rushing to fill seats with diverse talent in rapid rates with the hope of avoiding cultural backlash and receiving a “passing grade” from the incessantly watchful public eye. However, despite some of their best efforts, many companies are finding themselves struggling to attract diverse talent and are becoming frustrated in the process. This frustration is exacerbated by the fact that most companies still expect candidates come to them- including diverse candidates. When this does not happen at expected rates, the assumption is that qualified multicultural candidates do not exist which, depending on the industry, is a common misnomer. For organizations like Insights in Color and Mimconnect, which have teamed up to ensure employers find diverse candidates who fit their needs, the cycle of companies eagerly seeking diverse talent and finding disappointment shortly after isn’t new. This pattern is often something Whitney Dunlap-Fowler, Founder of Insights in Color, a diversity initiative for multicultural research and insights professionals, and Owner of brand strategy consultancy, Touch of Whit Creative, talks her clients through. “Often, when clients finally choose to put a concerted effort around their recruitment and retention efforts to ensure a more diverse pool of candidates, they are shocked that more Black and brown candidates don’t apply. What these companies fail to realize though is that multicultural candidates likely have no clue who they are because they don’t show up in the spaces where we exist and live our lives. If it’s the first time I’m hearing about you, I’m going to want to do the work to see how consistent you have been as a company of ensuring that people like me are treated well, rewarded and supported at your organization. This process can take time especially if a company is just now beginning to start the process of building an inclusion-positive reputation”. Getting the attention of diverse candidates is one thing but keeping them there is an entirely different feat. The traditional workplace “cultural fit” equation has typically been the source of key tensions in retaining diverse talent. This is often because the modern workplace norms of today have failed to evolve from being built and formulated around the needs of just one group: wealthy upper-class men. Shortly after the industrial revolution as factory work became less popular, office work became the new, safer industry to excel in and birthed what we know today as “corporate America”. With this shift came the onset of stricter perspectives around gender norms as women, especially wealthy women, were not expected or allowed to work in corporate spaces for quite some time. Once they finally did break that barrier, they knew to play by the rules set by the men who dominated those spaces. In doing so, they were able to uphold the cultural workplace norms that were originally predicated on the needs, wants and habits of men. Once different ethnicities were allowed in corporate workspaces minorities learned to assimilate to these mainstream workplace culture to succeed. While past generations did so out of necessity, in today’s increasingly diverse America, thanks to the impact of new cultural shifts, young professionals are choosing to be more of themselves and are actively rejecting overbearing workplace expectations that make them feel silenced or put into a box. This push back against antiquated office culture norms is something Netta Dobbins, CEO & Co-founder of Mimconnect, a diversity consultancy helping companies recruit, retain and develop diverse talent, knows first-hand. “With the pandemic causing all companies to become remote, multicultural candidates were able to finally take off the corporate mask and do the work that they excel at daily while not feeling the need to constantly codeswitch for 40 hrs a week. It’s tiring and has proven to be unnecessary when it comes to their ability to execute their work at an expert level. As companies begin urging employees to come back into the office, it’s important for them to think about how to create or expand their internal work culture to implement spaces where employees of color feel that they can be authentically them.” ____ So what are some guidelines for your organization when it comes to seeking diverse candidates and keeping them there? No one is getting it 100% right, but there are steps that can be taken to ensure your company is headed in the right direction. Start yesterday To build trust and appear authentic to prospective candidates, there is a need to start as soon as possible. The biggest tension most companies face is the fear of appearing inauthentic in their efforts which causes them to instead do nothing at all. While it is necessary to have a full, 360-degree DE&I strategy, waiting to get that strategy perfectly aligned before pursuing action only wastes time. As the strategy is being built, initiating cosmetic changes to the brand’s website that feature diverse employees, and the company’s commitment to DE&I are great placeholders (emphasis on placeholders). Again, candidates are looking for a history of commitment, not an overnight miracle. You have to start somewhere. Be loud & explicit about your DE&I Efforts Knowing that your organization is doing things to increase your DE&I efforts internally is great but if candidates outside of your organization can’t see this, then you’re doing it wrong. Multicultural candidates should be able to find your commitment to their unique needs within a few clicks of your website and/or social media pages. It should be prominent, easy to find, and it should evolve overtime as DE&I expectations evolve. Manage your expectations Just because you are ready to commit to diverse candidates, doesn’t mean they are ready to commit to you. There is a need to get on their radars first and then build trust in the process. While reputation building can feel like a fruitless endeavor, the ROI in doing so is often realized down the road after months of consistency. Once trust is built, word of mouth in Black and brown communities becomes the key driver of diverse candidate interest. Don’t expect them to come to you It is imperative that companies step outside of their comfort zones to find multicultural candidates where they are. This means disconnecting from traditional and/or longstanding referral methods and educational institutions that bring through the same, expected types of talent with similar backgrounds and pedigree. Think outside of the box and pursue less traditional roads and avenues to find your diverse talent base. Partnering with companies like Insights in Color and Mimconnect who are already tapped in to diverse communities can go a long way in supporting your search for diverse candidates. There is no overnight solution DE&I efforts require constant attention and strategizing. America’s history of inequality lasted centuries- so the process of undoing the resulting social constructs & structural barriers because of it will take some time. Creating a welcoming and inclusive environment requires dedication. Knowing this, Insights in Color developed an employer accountability pledge to ensure that brands seeking diverse talent can hold themselves accountable for staying along for the full journey. A company’s efforts in this space are only as strong as its people. Because people tend to come and go, to make this work, DE&I strategies that are monetized and built into the core of how an organization works will be key. Expand your perceptions of “culture fit” Given the origin history of how workplace culture came to be, perhaps it’s time to rethink what we perceive to be “good” company culture. Over the past decade, elements have been introduced to the office workspace to create a “Millennial funhouse” of activities to make work seem like fun, but most of these elements were not based on the inputs or desires of a multicultural workforce. Don’t be afraid to find ways to reinvent your company’s culture by speaking with the most marginalized groups first, to better understand their wants and needs. Using other corporate examples of equitable workplace culture as benchmarks and potentially even speaking with stakeholders at companies who appear to be getting certain aspects of it right could also be the key to inspiring new ways of thinking about company culture. Follow inclusive job description guidelines There have been several guidelines written on how to ensure inclusive, unbiased language is in your job descriptions. Be sure to examine them and determine these insights might impact the way your organization pushes out job specs. For employers seeking insights on how to attract and retain research & insights professionals, download IIC’s free guide of tips & suggestions. For more information visit Insights in Color and Mimconnect

Insights in Color, Lucid and ThinkNow Research Set New Standards on Identity in Research Sampling To keep up with the changing pace of identity, and to close the gap between how consumers see themselves and how they are forced to identify in qualitative and quantitative research, Insights in Color, Lucid and ThinkNow Research have created a new set of industry standards to mark a more inclusive way forward for the marketing research and insights field. These new standards are the beginning of a longer relationship with identity that we hope to to remain authentically connected with in order to ensure that our research methods and practices are representative in nature. To get this right, we’ve identified key changes that will be executed immediately, as well as shifts in this space that should become the norm in the near future. The new identity parameters, which can be downloaded here, are meant to be flexible and fluid, just like the state of identity- ready to adjust more quickly in order to evolve as the American population evolves. We hope that with this new industry standard, paired with IIC’s Diversity Sense Check Tool, that we the research industry can shift from being behind the times to being instep with, and aligned with change. To learn more, listen below or read more here, on Lucid’s Blog.

A new sense-check solution for market research & insights professionals seeking to ensure inclusive, non-biased approaches to their research methods In a survey geared towards identifying the content market researchers & insights professionals wanted to see in a more equitable and diverse MRX industry, just under 80% requested best practice solutions for multicultural insights, research and strategy. The desire for guidance around gathering and interpreting multicultural data & insights is not surprising with today’s increasingly diverse and culturally-layered mainstream audience. However, the amount of requests for guidelines clearly demonstrated that many market researchers are lost when it comes to how to think about research techniques and approaches that can also capture the varied cultural nuances of today’s new mainstream consumers. Insights in Color, a new initiative for multicultural research professionals, got to work figuring out the best way to deliver solutions for this needs and it’s much bigger than a “Best Practice List” . WHY BEST PRACTICE LISTS FALL SHORT There are key conflicts with the idea of creating a “Best Practices List” to provide solutions for research methods and approaches. The simplistic nature of this kind of list heavily juxtaposes the complex, multilayered and intersectional nature of identity; especially multicultural identity. Additionally, creating a list that only addresses multicultural-focused projects would be incorrect, as the diversity of the “new mainstream” now requires ethnic-lead perspectives to be automatically considered & included. Essentially, researchers no longer have the privilege of separating or ‘othering’ ethnic narratives from the presumed “majority”. Understanding how to speak to, and uncover insights from an audience that began as majority White, and is now shifting into one of the most diverse mainstream audiences in history can be tricky, especially in an industry that mostly believes this audience to be monocultural. Getting this right requires a theoretical uprooting of old frameworks and ways of working in order to make way for new, creative market research approaches aimed at truly capturing the nuance of the consumer experience. WHY TRADITIONAL DE&I METHODS WON’T WORK For most organizations seeking to rid themselves of bias and discriminatory practices, it is common to double down on hiring diverse talent. However, the BIPOC (Black, Indigeous and People of Color)-researcher-pipeline isn’t robust enough to fill all the data and consumer insights roles needed to get this right. The two factors leading this trend are 1)the general lack of awareness of our field in BIPOC communities, and 2)the fact that many senior BIPOC researchers transition to freelance roles, which effectively removes them from the marketplace. This means that we have several years of work to do before the BIPOC- researcher-pipeline can be adequately filled and sustained. Until we can begin to fill these gaps there is an immediate need to begin course-correcting in the interim. Insights in Color is hoping that its new Diversity Sense-Check Tool is the answer for this gap in the industry. A NEW TOOL TO IGNITE ACTION After hearing from clients who weren’t sure of how to solve their own diversity and inclusion needs, IICs“Incite Action” Taskforce developed a new tool for researchers seeking immediate solutions for their projects and approaches. The Sense-Check Tool is not meant to replace the very necessary BIPOC researchers and experts that are required to ensure accurate outputs. Instead, it is meant to be a first step for insights departments that may not be fully aware of the key questions, and probes they need to ask themselves to ensure representative results. The assessment asks series of questions across 5 key research areas: The research topic and category, the sample/panel/recruitment plan, the methodology and approach, the diversity of the research team and, the diversity of the client team. The questions are meant to help researchers “check the box” of key topics that should be top of mind for all projects meant to examine the new mainstream. The goal is to begin the work of ensuring that researchers and clients are always actively leaving their assumptions and biases at the door and working with the right BIPOC experts to ensure equitable research approaches. One question from the assessment asks researchers if there is more than one BIPOC insights professional on the client or research team. Often, organizations believe that just one BIPOC member on staff will suffice, but diversity, identity and racial trauma are complex. How one identifies, and the causes they rally behind can not be assumed just because they are minorities. A client or researchers’ ethnic background, cultural heritage, country of origin and level of cognitive dissonance to experiences of mistreatment due to race impacts how they understand, empathize with, or reject consumer narratives that may not match their own experiences. Because of this, it would be erroneous to assume that a non-white researcher automatically qualifies to be the spokesperson of all minority experiences in the US- it is, quite frankly, not possible. This is also why more than one BIPOC researcher should always be present for any commissioned work. At the end of the survey a “diversity-score” and prognosis are provided as well as a corresponding page with key universal truths and customized opportunities to consider based on that score. The information is designed to provoke introspection while promoting necessary shifts in ways of working. Researchers scoring poorly on the assessment are recommended to receive a diversity consultation through the IIC platform. AN INTERIM SOLUTION FOR A LONG TERM PROBLEM Insights in Color doesn’t believe in participation awards when it comes to diversity and inclusion which is why its key pillars are rooted in radical disruption. Our goal is to permanently change the market research and insights industry from the inside out. This process, much like the construction of race, identity, and bias in America, will require some time to properly dismantle what we think we know in order to construct the right solutions moving forward. IIC hopes that this tool, and other initiatives to come, can begin to be the necessary points of action that permanently change the industry for the better. To take the assessment yourself click here. To learn more about Insights in Color, visit www.insightsincolor.com.

Getting real about the market research industry and the complex tensions researchers of color silently endure The marketing research industry is the small, unglamorized cousin of the advertising and tech fields. Unlike its cousins however, when it comes to diversity, researchers of color (ROCs) are often disconnected and without community. In a cultural moment that needs diverse voices in research, insights and strategy more than ever, there is not only a lack of diversity in our field, but also a lack of connectivity and awareness, especially in POC communities. There is a need to come to terms with what it really means to be a minority in research, and to bring attention to the inherent flaws in an outdated system and how it contributes to the tensions ROCs often face in their workplaces, and in the work that they do. TRYING TO FIND A HOME IN A BROKEN SYSTEM Presently there is no “home”, or national network for ROCs which presents a different kind of crisis. Because our profession is no longer owned by the agency world, we often find ourselves spread across different companies or within consumer insights departments of various organizations and brands. This has not only hindered ROCs ability to find, connect and network with one another, but it has also created a gap in the marketplace and become a problem for companies seeking our inputs. While organizations like Insights in Color and CORe are trying to change this reality for the next generation of researchers, before that change can be fully realized, the industry must first come to terms with the fact that it was never constructed with ROCs or multicultural audiences in mind in the first place. Marketing research was instead built through a restrictive narrative based on mainstream workplace norms and consumer behavior expectations which has left little room for nuanced experiences or consumer truths that veer from what has been deemed normative. It is this system of restrictive narratives that creates and sustains the myriad of tensions ROCs often face in their workplaces, and in the work that they do. “We live in a world where white supremacy and the patriarchy dictate that there is only one true experience — the one that reflects the lived experiences of white people and men. All other reported and lived experiences are largely perceived as suspect and even invalid by those dominant groups. What we actually know about human beings from research and also through common sense is that there are many different lived experiences.” Joanna Franchini, Chief Brand Officer & Cultural Strategist, Curiada HOW RACE SHOWS UP IN OUR WORKPLACE It is no secret that, for most people of color, being a minority in the workplace can be an emotionally exhausting and traumatizing experience. ROCs experience this two-fold. When entering the research field for the first time, all researchers start off investigating mainstream brands and audiences. As we grow within our respective specialty areas, we inevitably come across our first diversity project. It is in these moments that ROCs are forced to navigate some of our most painful workplace tensions. For instance, it is not lost on us that we are often used as the faces on our company websites, proposals and creds decks to serve as proof of our company’s diversity efforts and research capabilities. For ROCs, this tends to be highly ironic when we find ourselves building strategies that to speak to, attract and retain diverse audiences in our projects, and return to a workplace environment that never integrates those learnings internally for employee engagements and recruitment initiatives. Once the “diversity train” starts (meaning, we sometimes find ourselves forever trapped within the confines of this space), when D&I initiatives or multicultural research projects emerge, we are either tapped to represent the perspectives of all colleagues of color and multicultural consumers in our projects, or, we feel an inherent obligation speak up because there is no one else to do so. HOW OUR INDUSTRY REMINDS US OF OUR WORTH/VALUE The very nature of what we do- segmenting and classifying consumers by demographic, attitudinal and behavioral measures, forces many ROCs to come face to face with the gross mistruths, generalizations and stereotypes that exist about people who share our ethnic & cultural backgrounds. Unlike other professions, ROCs have to see color in order to be great at what we do and, when it comes to our work, we are constantly reminded of our standing and worth in our workplace and in this country. For example, we often witness how projects targeting “mainstream consumers “ (ie- majority white) are assigned robust budgets, while projects for multicultural consumers request the same amount of insights & learnings (if not more) with budgets that are half the size or less. In some instances, we witness diversity teams being forced to campaign for more money, or fight with other ethnic-group task forces for more. Finally, we learn early on that most projects focusing on our demographic tend to happen as an afterthought, as an add-on to larger mainstream initiatives, or, from a diversity PR crisis. Instead of finding new insights and nuanced stories, these projects are usually created to validate or identify the cross-section of mainstream insights that could also work for consumers of color. In fact, it is common for us to be told that the multicultural insights we uncover and illustrate could never appeal to mainstream audiences, despite the fact that we know this not to be the case. HOW WE SHOULDER AN ADDED MORAL AND ETHICAL BURDEN Many ROCs are tasked with being the cultural liaisons in our job functions as we become translators and reality checks for work that includes multicultural audiences. When ROCs do point out concepts that won’t work, we are usually forced to defend our rationale to colleagues and clients who don’t believe our expertise to be an accurate representation of our own cultural groups. This is especially true for ROCs who are able to assimilate & code switch so well that they are deemed “not ethnic enough” to be positioned as experts on work targeting minorities. Having our intellect questioned by clients and colleagues who have never studied or been a part of these groups is an added burden ROCs have to endure. In many cases, we speak up and translate voluntarily because we know that if we don’t say something the research methodology or outputs would be incorrect and many of us feel a moral obligation to get it right. In fact, the moral antennas & ethical obligations of ROCs probably feel heavier than most, as we tend to not only advocate for ourselves in the workplace, but also for the voices of the members of our communities who would be indirectly or directly impacted by our outputs. This also means that when we receive project briefs for brands and products that we know are adversely affecting our communities that there is a heavy pause in how we take the work into consideration. Do we, as ROCs, take a stand by declining the opportunity and refusing to do it in order to prevent the brand from targeting us more effectively? Or, do we do the work and hope to paint a better, more human picture of the people the brand is targeting in order to point out why this is a problem and what should be done about it? It is a tricky question because like so many of our projects, what happens to our work once it leaves our hands is ultimately not up to us. DISMANTLING A TRAUMA-INDUCING INDUSTRY For researchers of color, the market research industry can be emotionally draining and exhausting. From knowing that the work we do has a high chance of being dismissed by clients, colleagues and peers, to navigating majority White workspaces with no reprieve in a community of individuals who look like us and experience the same issues. This creates a perfect storm for burn out, dissolution and mass escape, the latter of which tends to happen much more frequently than it should. ROCs are in uniquely transformative professions that can truly affect the lives of others by telling some of the world’s most beautiful and often overlooked consumer stories. If our industry is responsible for powering the messaging, branding and innovations of some of the world’s most renowned organizations, then there is a critical need to ensure that diverse voices are always included in the research development and story-telling process of the work that we do. But to do this correctly, there needs to be a shift in our industry, one that starts with acknowledging the tensions we face in our field and gets real about why we fail at diversity. Creating diversity groups and networking collectives is a great start but if ROCs unite just to continue operating within broken system then there is no hope for real change. Once we can admit that there is an inherent problem in the way our industry functions, on the brand and agency sides, we can begin finding ways to solve for some of our deepest, most longstanding issues and begin to create the kind of research community we hope to see. Insights in color is a new platform developed by Touch of Whit Creative with a mission to interrogate, deconstruct and re-imagine the marketing research industry and it starts by making market researchers of color more visible and connected. Learn more here. Originally published at https://www.touchofwhit.com on July 1, 2020.