Agenda

Insights leaders detail the paths they took and share lessons learned along the way. Valuable advice for young insights professionals on the rise, and important words for all to hear about how each of us can influence - both good and bad - the opportunities and advancement of those working alongside us.

Hear from a longtime professor at a university focused on serving Hispanics and first-generation students and committed to increasing social mobility and breaking the cycle of poverty.
Much has been learned during her years as she has watched her students apply - often unsuccessfully - for jobs within market research. 
This is a must-see for hiring managers and other leaders across insights.   

Many Insights organizations are struggling to build teams that mirror the diversity of our population. We'll talk through the challenges and get sage engagement and recruiting advice.

The Multicultural Insights Collective will lead a panel discussion around the economics and operational requirements of Diversity, often the prominent elephant in the room when discussing DEI initiatives. This session will cover the business case for diversity, the operational requirements of diversity, and the limitations of organizational culture tenets like “ company fit." We will also focus on critical topics that impact both supplier and client-side consumer insights professionals, including:

• Panel companies failing to devote the necessary financial resources to effectively recruit diverse sample due to programmatic sampling technology focused solely on EPC (earnings per click), CPI price compression and insufficient ROI.

• Clients treating multicultural research as an afterthought because they had not properly budgeted for it or think it lacks ROI.

• Organizations using supplier diversity to "check a box" rather than explore new partnerships 

Following what was a tumultuous year for all, and the uprise of hard discussions and a social climate on racial relations and social justice, many leaders and companies are working to apply a new lens on diversity at work and within their work. But where do we start? How do we know if our analysis is helpful? What does this mean for the bottom line of our research and our business? 

In this keynote, journalist and speaker Sherrell Dorsey will provide a series of tools and understandings on how we look toward the future to solve some of these difficult and challenging questions. 

Key takeaways: 

• Re-thinking our approach to internal data collection

• Questioning our assumptions about company culture

• Leveraging data to shape new conversations and welcome new voices 

As consumers' expectations of brands have risen, marketers have realized that representation does not guarantee relevancy; it's simply table stakes.
Join us as we explore how the Cultural Insights Impact Measure™ (CIIM) has led to a new set of critical metrics measuring the perceptions of cultural richness and authentic portrayals across all segments. Let's review Best-In-Culture creative and the incremental impact of placing these in culturally relevant content.  

Cultural Fluency, or the ability to use culture to connect effectively and authentically within and across consumer segments, is an emerging priority for brands. Understanding and embracing multicultural terminology is a key component of the cultural fluency journey. In this session, attendees will learn how to engage culture with a deep understanding of the words that define it. Our insights unveil consumer reaction to terms like Latinx and BIPOC, the nuances of Hispanic vs. Latino and Black vs. African American. We also explore the labels and/or identifiers each consumer segment prefers and double-click by age, gender and more. Attendees of this session will walk away with enhanced vocabulary and insights for cultural resonance beyond specific groups to cultural fluency across many diverse consumer audiences.

Edward J. Hass, PhD., Nemours Children's Health System
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Discover how the Consumer Insights group at a large children’s health system examines disparity in healthcare access equity through the inclusion of Social Determinants of Health (SDOH) questions in its surveys. 

You'll see the way these serve not only to contextualize research on how better to serve our patient families, but also to demonstrate the stark disparities that are a societal reality. 

The evidential reality deriving from an SDOH focus serves not only as a mirror that the organization holds up to itself (“look in the mirror first – be accountable!”), but also provides to a less-advantaged consumer group a voice that can make its needs heard.

Join us to...

- Learn the difference between empathy and exploitation in qualitative research, especially with multicultural consumers

- Gain a better understanding of the researcher’s role in creating an environment of empathy both with consumers and research stakeholders

- Be empowered with culturally appropriate ways to empathize during research engagements, especially with multicultural consumers