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A Need for Increased Diversity Resources Though you have thought about diversity somewhat, you have not put enough resources into your research process and team structure to ensure your research is truly inclusive and void of bias. Without additional diversity considerations, your projects may not yield the most accurate results. NEW! Download IIC’s Standards for Inclusive Research! UNIVERSAL TRUTHS CHECK YOUR BIASES & ASSUMPTIONS AT THE DOOR There will always be things that you won't know, or won’t know to ask yourself. Ensuring that your team is diverse will ultimately help to solve for these blind spots. Never assume that respondents will voluntarily (or honestly) reveal all of the tensions that exist within the intersectional parts of their identities. Always ensure the right probes and researcher dynamics are in place to promote information sharing in a way that fits the diverse needs of your respondents. Never assume that a person of color is as affected, or as impacted by racial trauma as other BIPOC consumers (this includes the BIPOC researchers on your team/client team). Race and identity are complex. The dynamics of American racial tensions are not the dynamics as BIPOCs in other countries. The experiences of minorities and minority immigrants should never be generalized or categorized as the same. CONTEXT, CONTEXT, CONTEXT Given the diversity of the new mainstream, no research can be done without integrating cultural context into the process. Without this, your outputs will struggle to maintain relevancy and will miss opportunities for richer, more nuanced storytelling. Always ask yourself, "why is this the case?" and find the historical data, context or BIPOC subject matter expert to back up and support your insights. TELL THE STORY CORRECTLY Always interrogate your story tellers. Research is often commissioned based on vendor-client relationships, and not on capability. If your research supplier or research team is not diverse enough to support or guide your projects, seek outside BIPOC resources, teams and/or experts to play lead roles in your work - from commission to completion. Interrogate your storytelling methods. Utilizing old frameworks and outputs to tell complex, multilayered consumer stories will often fall flat with audiences who may not be able to see the bigger picture. Along with utilizing more BIPOC researchers, creative & dynamic storytelling techniques are encouraged. THINGS TO CONSIDER There may be a need to increase diversity within your organization, your research team or your client's team. Hiring diverse talent may take a while but using outside resources & experts could potentially solve some of the issues you may be running into or, that you may not be aware of. Reexamine your screeners, surveys and overall research approach to ensure your project is setup to capture the full breadth of diverse responses from your consumers. Ensure & insist that diversity is included in all touchpoints of your projects as much as possible, including the teams who will receive your outputs. Ensure that diverse talent is present to tell the story of the consumers in your research, especially if your work has a multicultural focus. Researching the new mainstream can be expensive, and when budgets get cut, so do opportunities for unique consumer stories & outputs. Make sure to push for, and insist on budgets that can guarantee the necessary over recruitment and readable base sizes to yield relevant solutions and truly accurate recommendations. If your project is not focused on multicultural consumers, continue to interrogate your findings to see if there are any nuanced stories that may stand out on their own based on consumers' identity (race, ethnicity, cultural background, life experiences, disability, acculturation, sexual or gender identity), a part from the mainstream findings and then investigate those stories. ADDITIONAL RESOURCES CULTURAL RELEVANCE IN MARKETING NOW MORE IMPORTANT THAN EVER NON-INCLUSIVE AD TESTING: REAL CULPRIT BEHIND TONE-DEAF ADS DO YOUR RESEARCH BEFORE SUPPORTING A CAUSE THOUGHT LEADERSHIP FROM TOUCH OF WHIT CREATIVE INTERESTED IN A RESEARCH CONSULTATION? EXPLORE IIC FORWARD Up

Diversity, Equity & Inclusion Training are Highly Suggested There seem to be a lot of unknowns in your research process. There may be a need for diversity training for your team to better understand how to setup and think about research in a way that doesn't produce insights and outputs through a restrictive lens, effectively muting diverse consumer narratives. Based on your responses, your research is likely already entrenched in cultural biases which automatically prevents your work from being as inclusive as it needs to be. Contact the IIC team to schedule a diversity consultation below. Without additional diversity considerations, your project will not yield accurate results. NEW! Download IIC’s Standards for Inclusive Research! UNIVERSAL TRUTHS CHECK YOUR BIASES & ASSUMPTIONS AT THE DOOR There will always be things that you won't know, or won’t know to ask yourself. Ensuring that your team is diverse will ultimately help to solve for these blind spots. Never assume that respondents will voluntarily (or honestly) reveal all of the tensions that exist within the intersectional parts of their identities. Always ensure the right probes and researcher dynamics are in place to promote information sharing in a way that fits the diverse needs of your respondents. Never assume that a person of color is as affected, or as impacted by racial trauma as other BIPOC consumers (this includes the BIPOC researchers on your team/client team). Race and identity are complex. The dynamics of American racial tensions are not the dynamics as BIPOCs in other countries. The experiences of minorities and minority immigrants should never be generalized or categorized as the same. CONTEXT, CONTEXT, CONTEXT Given the diversity of the new mainstream, no research can be done without integrating cultural context into the process. Without this, your outputs will struggle to maintain relevancy and will miss opportunities for richer, more nuanced storytelling. Always ask yourself, "why is this the case?" and find the historical data, context or BIPOC subject matter expert to back up and support your insights. TELL THE STORY CORRECTLY Always interrogate your story tellers. Research is often commissioned based on vendor-client relationships, and not on capability. If your research supplier or research team is not diverse enough to support or guide your projects, seek outside BIPOC resources, teams and/or experts to play lead roles in your work - from commission to completion. Interrogate your storytelling methods. Utilizing old frameworks and outputs to tell complex, multilayered consumer stories will often fall flat with audiences who may not be able to see the bigger picture. Along with utilizing more BIPOC researchers, creative & dynamic storytelling techniques are encouraged. THINGS TO CONSIDER We highly recommend that your organization set up a diversity and inclusion training to better understand how lack of diversity not only impacts your work, and internal processes. There may be a need to increase diversity within your organization, your research team or your client's team. Hiring diverse talent may take a while but using outside resources & experts could potentially solve some of the issues you may be running into or, that you may not be aware of. Reexamine your screeners, surveys and overall research approach to ensure your project is setup to capture the full breadth of diverse responses from your consumers. Ensure & insist that diversity is included in all touchpoints of your projects as much as possible, including the teams who will receive your outputs. Ensure that diverse talent is present to tell the story of the consumers in your research, especially if your work has a multicultural focus. Researching the new mainstream can be expensive, and when budgets get cut, so do opportunities for unique consumer stories & outputs. Make sure to push for, and insist on budgets that can guarantee the necessary over recruitment and readable base sizes to yield relevant solutions and truly accurate recommendations. If your project is not focused on multicultural consumers, continue to interrogate your findings to see if there are any nuanced stories that may stand out on their own based on consumers' identity (race, ethnicity, cultural background, life experiences, disability, acculturation, sexual or gender identity), a part from the mainstream findings and then investigate those stories. ADDITIONAL RESOURCES CULTURAL RELEVANCE IN MARKETING NOW MORE IMPORTANT THAN EVER NON-INCLUSIVE AD TESTING: REAL CULPRIT BEHIND TONE-DEAF ADS DO YOUR RESEARCH BEFORE SUPPORTING A CAUSE THOUGHT LEADERSHIP FROM TOUCH OF WHIT CREATIVE INTERESTED IN A RESEARCH CONSULTATION? EXPLORE IIC FORWARD Up

Inciting Action Through Revolutionary Change Implemented to disrupt and challenge antiquated practices & ways of working in the market research industry in order to provoke reflection and bring new solutions rooted in intentional inclusivity, anti-racism, equity & anti-bias. Tools & Resources for Inclusive Research Methods This Pillar in Action July 28, 2021 Redefining Identity Learn More New Rules for Sampling in Market Research July 28, 2020 A Diversity Tool for Market Research and Insights Professionals Learn More A sense-check solution for market research & insights professionals seeking to ensure inclusive, non-biased approaches to their research methods June 29, 2021 Inclusive Research Standards Learn More A new formula standardizing the approach on how to approach questions around identity

IIC Releases its Data is Beautiful Website Monday, January 3, 2022 An initiative aimed at reframing insights stories in ways that are appealing to younger generations of research & insights professionals. Learn More Now companies and agencies wishing to contribute to building a pipeline of diverse talent can do so with the help of Insights in Color. Simply select an insights story that you think students and young professionals may find interesting and fill out a template with key points from your research. To learn more about getting your story published, visit the Data is Beautiful Submission page. Back to Full Menu

Redefining Identity Tuesday, July 27, 2021 New Rules for Sampling in Market Research Learn More In this podcast, IIC’s Whitney Dunlap-Fowler , Talia Lipkind , Team Lead, Trust & Safety Ops and John “Tre” Rials , Associate Director of Partner Programs at Lucid , discuss a new collaboration focused on defining new parameters and standards around identity when conducting market research today and in the future. Back to Full Menu

Inclusivity in Research Monday, February 15, 2021 An introduction to the importance of multicultural perspectives in conducting, synthesizing, and participating in research. Learn More At the end of 2020, IIC Board member, Rian Chandler-Dovis hosted a speaker series for students seeking to know more about research and insights. Speakers for the event included other IIC Board Members Ambika McGee, Hina Hussain, and Deadra Rahaman. The goals of the session were: To offer students support and guidance as they conduct research for their capstone projects. To ensure the next generation of market research and insights professionals understands and values the importance of multicultural perspectives. To introduce students, many of whom are BIPOC, to a group of powerful BIPOC (and female!) role models. See more below: Back to Full Menu

IICs New 2022 Initiatives Saturday, January 1, 2022 Bringing the IIC community to life by coming to where you are Learn More We're excited to announce our new 2022 initiatives! This year, our #1 priority is building community by coming where you are. This is how we're doing it. 👇🏽 IIC & FRIENDS TOUR - We're going on the road in 2022 and meeting you for happy hour! This tour kicks off June 2022 and we won't be alone as we have surprise guests like Mimconnect , ThinkNow and AdThrill Inc. coming with us along the way. IIC INTERACTIVE LOUNGES - This year you can catch us at SampleCon in May and Quirk's Media NYC in July where we will be bringing you something truly unique, fun and special- our first ever interactive lounge. Not only will we be there to meet everyone but we are working to ensure BIPOC students & young professionals are able to attend for free. CONNECTED MENTORS SERIES - Coming this fall, a new way to create meaningful mentorships in the digital space. Watch our site for more details! Learn more about all of these opportunities here . ----- We're also continuing many of the popular initiatives from last year: ➡️ IIC Job Board ➡️ Hire a Freelance Researcher ➡️ What's the Story Behind That? ➡️ Data is Beautiful Back to Full Menu

Diversity Sense Check In an effort to accelerate the change we want to see and disrupt outdated market research practices, the insights in color team has developed a research methods sense -check tool for marketers and researchers who might be lacking the necessary diversity on their teams to ensure their projects are always constructed with the new, diverse & highly nuanced mainstream audience in mind. The IIC Diversity Sense Check Tool is meant to be a first step of many. This tool was created to help push research and insights experts to ask the very real and necessary questions that aren’t always top of mind during the ideation and planning processes. This sense-check exercise is meant to be used for any and all research projects that involve consumers - not just those focusing on multicultural audiences & insights. Take the Survey 1 2 3 1 1/3 DSC Survey Link Diversity Sense Check Survey We hope to begin the process of empowering marketers, researchers and insights professionals with the ability to interrogate the make up of their internal teams and client teams as well as their research approaches, methodologies, tools, and sample plans in order to more clearly identify what is unknown and what has not yet been considered in the context of data and consumer insights. Once sense-check measures like the IIC Diversity Tool become automatically ingrained into our way of working, brands and agencies will be able to better address the types of internal resources, and shifts to hiring approaches they’ll need to implement and consider to ensure truly representative consumer insights and stories.

INSIGHTS IN COLOR A DIVERSITY INITIATIVE FOR THE MARKET RESEARCH INDUSTRY Offering resources and insights to ensure a more inclusive future. Founded by a researcher, for other researchers. ABOUT US | OUR PILLARS | WHAT DRIVES US We’re Changing the Research & Insights Industry from the inside out. Market researchers and insights professionals have arguably been the brains behind some of history’s most iconic innovations, ads & marketing campaigns. Despite this, many outside of our industry are not aware that we exist or the roles we play within the advertising & branding worlds. This truth is even more evident in communities of color. There is a tension that exists between our industry, which continues to fail at inclusive recruitment and retention strategies, and the increasingly diverse audiences & consumers whose stories we are tasked with telling. When researchers, analysts and data scientists don’t reflect the audiences they investigate, pivotal nuances and cultural connections become lost, deprioritized, misunderstood and/or misrepresented. This cannot continue to be the case. OUR PURPOSE We are working to increase diversity in our field The insights industry is perpetually behind the shifting consumer landscape. There is a need to bring awareness to our field, to educate others on the work we do, to foster a community of connected researchers & insights professionals of color, and a need to create culturally representative teams with greater intention. IIC is hoping to be the catalyst to ignite some of this change. About Us ABOUT US WHO WE ARE A powerful collective of research practitioners who, in their spare time, serve as volunteers to create the necessary tools, resources and points of action to shift the industry from the inside out. Learn More WHAT WE’RE DOING: Challenging the outdated norms, standards and ways of working in the research and insights industry from the inside out to create a more equitable and inclusive environment built to support the unique needs of BIPOC research and insights professionals. See our Initiatives HOW WE’RE DOING IT We strive to create new tools and systems to help push our industry forward with the goal of building a more inclusive, diverse and representative field and ways of working, for research practitioners today and tomorrow. See our Pillars Our Pillars Pillars Anchor BUILDING COMMUNITY THROUGH RADICAL TRANSPARENCY A pillar dedicated to supporting current and future BIPOC market researchers by: Building a better, more connected functioning network & community of current, future and prospective BIPOC researchers and insights professionals Encouraging radical transparency from BIPOC researchers by empowering them to use their voice, and share their experiences Read More BRIDGING THE GAP BY DRIVING RELENTLESS AWARENESS A central IIC pillar, “Bridging the Gap” is rooted in cultivating awareness, generating interest and increasing appeal to future generations of BIPOC researchers in order to successfully gain and also retain new entrants. We are pursuing this pillar with three task forces: 1. Education 2. Data is Beautiful 3. Careers & Partnerships Read More INCITING ACTION THROUGH REVOLUTIONARY CHANGE A pillar implemented to disrupt and challenge antiquated practices & ways of working in the market research industry in order to provoke reflection and bring new solutions rooted in intentional inclusivity, anti-racism, equity & anti-bias. Read More

MRMW VIRTUAL SUMMIT 2022 Wednesday, July 6, 2022 July 6th & 7th - 25+ Top Level Speakers | Case Studies from 20+ Industries | 1000+ Attendees Learn More MRMW Virtual Summit APAC/EU will bring together forward thinking clients, innovative agencies and technology disrupters to discuss the latest trends and innovations driving the insights and market research industry forward. MRMW will showcase the latest insight techniques - from planning and conducting, to analysis and the implementation of customer insights. This exciting summit includes presentations from top researchers from the world’s largest brands, interactive panel discussions and 1-2-1 meetings. This is a must-attend conference for researchers to learn, be inspired and network. Back to Full Menu

Easy Solves, The Wrong Approach To D&I Wednesday, April 13, 2022 In this episode of The New Mainstream podcast, Whitney Dunlap Fowler, founder, A Touch of Whit and Insights In Color and Shazia Ginai, CEO, Neuro-Insight and board chair, Colour of Research (CORe), share their experiences in the market research industry, and how intentionality is key to driving diversity. Learn More People want easy solves. It’s not uncommon for companies and brands to retain the services of an expert in multicultural marketing or diversity and inclusion to be told what to do rather than coming to the table with what they want to do. You have to set the intention. While you may not know how to get there, doing the soul searching needed to uncover the vulnerabilities within your organization is a step in the right direction toward developing a more inclusive culture that impacts how you work, how you hire, and how you market. Ironically, marketers turn to market research to give them insight into specific audiences. But the challenge within the research industry is its lack of diversity, and it can have a real impact on results. When there is a lack of representation when developing sample frames, for example, the questionnaires lack objectivity. And when you only pull in researchers of color when you want to run a multicultural campaign, your general market campaigns lack that perspective. Researchers of color are first and foremost researchers and should be considered team members, not just leads on special projects or multicultural checkpoints. The industry needs more people of color to fill the vacancies on these teams. Essential to attracting diverse talent is an inclusive recruiting strategy. Awareness of market research careers should be raised on the campuses of historically Black colleges and universities (HBCUs) and jobs posted on inclusive job boards like Mimconnect . When candidates are hired, they must see themselves growing at the company. If there isn’t representation at the top in key leadership positions, it sends the wrong message. In this episode of The New Mainstream podcast, Whitney Dunlap Fowler , founder, A Touch of Whit and Insights In Color and Shazia Ginai , CEO, Neuro-Insight and board chair, Colour of Research (CORe) , share their experiences in the market research industry, and how intentionality is key to driving diversity. Back to Full Menu