As members of Generation Z and Generation Alpha mature and come of age, their influence on consumer trends and the economy is becoming more impactful. The unique characteristics of these younger generations are largely shaping the ways marketers target their messages to better appeal to these audiences. Among the most
Reggie Alston, VP of Qualitative Research, and Shirley Worthington, Development Specialist, at Ebony Marketing Systems recently contributed an article, “Qualitative Insights That Build Trust: Community-Driven Outreach on Tobacco and Substance Use in Colorado,” to the Fall Newsletter for QUALPOR*. The Colorado Department of Public Health and Environment partnered with Ebony
Insight250 celebrates, champions, and connects the world’s leaders and innovators in insights. Now in its fifth year, the Insight250 Awards recognize the pioneers, visionaries, and change-makers shaping the future of market research, data analytics, and evidence-based marketing worldwide. Spanning academia, enterprise, agencies, technology, media, and associations, the Insight250 provides a
Ebony Marketing Systems (EMS) approaches multicultural recruitment the same way it approaches research—by aligning recruiters with prospective respondents. One of EMS’s recruiters illustrates this approach. A minority immigrant woman, her experiences with companies focused on product testing—which didn’t resonate with her—discovered EMS. It was a natural fit. The work isn’t
August is National Black Business Month! Black Business Month reminds us just how important economic equity is for all of us. Individual actions can, collectively, have an enormous impact–not just on individual businesses, but on community development, the racial wealth gap, and our long-term economic stability. All month, we at
In today’s diverse society, inclusive marketing research isn’t just nice-to-have—it is essential. Whether you are a company, nonprofit, or government agency, understanding and serving multicultural communities begins with collecting and using inclusive data. Doing so provides a more comprehensive and accurate representation of the people you aim to reach. Capturing
