Most companies understand the importance of effective market research for developing messaging strategies that target the right audiences and successfully connect with the desired consumers. But conducting effective market research can be tricky, especially in a society defined by cultural and socio-economic diversity. That’s where cultural fluency comes in. Cultural
Current data practices reduce the visibility of Native Americans. The Brookings Institutes has tracked two major sources of misclassifications: The concept of “race” on the US census can be a problem for Native Americans as Native Americans may not consider their Indigenous identity or tribal affiliation as a race. Native Americans tend
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
