The events surrounding the 2020 George Floyd incident significantly impacted US brands and industries, exposing a longstanding tension within market research. On one side, marketers demand more input from Black and brown consumers. On the other, the call for multicultural researchers to provide nuanced insights grows louder. Yet, beneath these debates lies a deeper issue—widespread skepticism among Black and brown consumers towards market research.
Addressing this challenge requires a multi-faceted strategy:
- Building Trust: Market research must rebuild trust by being transparent about its processes and objectives.
- Diversity and Inclusion: Diverse research teams offer better cultural insights.
- Creating an Inclusive Industry: To attract Black and brown consumers, the market research industry must become more equitable.
- Safety and Support: Prioritize the well-being of multicultural researchers and consumers throughout the research process.
Historical research biases have led to products and systems that don’t serve all populations. Ethical diversity in market research is essential for rectifying these disparities.
Insights in Color (IIC), a minority-owned brand, has been asked to address these issues. Hypothetically, if IIC were to build a consumer insights panel, national rules and ethics must be in place. Key considerations include crediting sources, providing fair compensation, and enforcing a “Do No Harm” clause.
As AI evolves, trust and consistency must define our industry. We must shape a future where diversity and ethics are at the core of market research, ensuring equitable innovations and messaging strategies for all. The conversation continues—what other rules and guidelines can we develop for ethical diversity in market research?
