The transition from working in large companies to owning a startup is a journey of both challenge and opportunity. For many entrepreneurs, it's a chance to reconnect with their passions, streamline their offerings, and create deeper emotional connections with clients. However, all companies, regardless of size, must navigate the complexities of maintaining a strong brand identity and making decisions that align with their core values.
In today’s competitive marketplace, companies are not only navigating fluctuations in market demand but also facing intense scrutiny in the court of public opinion. Take Target, for example. Once celebrated for its commitment to diversity, equity, and inclusion and its thoughtful multicultural marketing campaigns, the retailer now faces boycotts from consumers and the loss of popular brands that once graced its shelves.
As many brands discovered in 2020, companies that stay true to their mission, vision, and values resonate more deeply with consumers. People invest in brands that align with their values, and when companies genuinely uphold their principles, their community will support them.
In this episode of The New Mainstream Podcast, Maribel Lara, Founder of Beget Love Consulting, shares insights on her journey into entrepreneurship and how authenticity can help brands thrive, even when faced with challenges.
The United States is experiencing a significant demographic shift, with multicultural communities driving the nation's growth. This highlights the importance of data accurately representing this multicultural reality.
In artificial intelligence and machine learning, the quality and representativeness of data are paramount. Synthetic data – artificially generated information that maintains the statistical properties of real-world data – has emerged as a powerful tool for training AI models. However, the effectiveness of these models hinges on the diversity embedded within the synthetic data.
Without adequate representation of various cultural and ethnic groups, AI systems risk perpetuating existing biases which can lead to skewed outcomes and can reinforce systemic inequalities.
Companies investing in synthetic data are particularly interested in capturing the nuances of diverse consumer behaviors. As multicultural communities drive population growth and influence market trends, understanding their unique preferences and needs becomes essential for businesses aiming to remain competitive. Synthetic data that accurately represents these groups offers a cost-effective way to gain insights compared to traditional data collection methods.
Representation is a significant issue facing AI today. But, by starting with the hardest-to-reach groups, such as multicultural communities, synthetic data creators can address the most complex challenges first. Addressing these challenges results in a more inclusive dataset and leads to higher-quality AI systems overall. Models that can effectively handle the nuances of diverse populations tend to perform better across all demographics, creating more robust and versatile solutions.
Multicultural communities not only represent the fastest-growing demographic groups in the U.S., but they are also leading drivers of economic expansion. For instance, in 2023, the employment rate among Black and Hispanic Americans aged 25-54 reached a record high. These groups also experienced faster wage growth, contributing to higher income levels. Black women are the fastest-growing group of entrepreneurs, while Hispanics represent one of the fastest-growing populations in the U.S.
Businesses that fail to recognize these shifts risk missing out on opportunities to engage with a significant portion of the market. However, these communities are not monoliths. Due to the complexity of these thriving markets, tapping into them from a research perspective, can be daunting.
Generating synthetic data allows market researchers, marketers and strategists to address this growth opportunity in a scalable way. Instead of being hampered by incomplete or biased real-world datasets, they can rely on synthetic data that mirrors the full spectrum of human diversity.
By understanding the value of underrepresented groups, companies can create more relevant marketing strategies that deliver greater value to their audiences.
The future of synthetic data is inherently multicultural. As the U.S. becomes more diverse, it is important to create AI and data solutions that reflect this reality. Training AI with multicultural insights helps create reliable synthetic data, leading to more inclusive applications and ultimately, better outcomes for businesses, consumers and society.
This blog post was originally published on Quirk's Media.
Imagine market research as navigating a vast ocean. For years, we've used simple maps – surveys and panels – to guide us. But the ocean is changing, new currents are emerging, and those old maps just aren't enough anymore. That's where the new online sampling comes in – it's like having a smart compass that shows you exactly where to go and enabling researchers to collect data from diverse, geographically dispersed audiences quickly and efficiently. Removing barriers like travel constraints and logistical delays offers a more accessible and cost-effective way to reach the right respondents. Think of it as a “smart compass” getting you precisely where you want to go.
Think of it this way:
This new approach to online sampling can help businesses:
The future of online sampling is all about being smarter, faster, and more personal. It's about having a smart compass that helps businesses navigate the ever-changing market and reach their destination successfully. It's not just about collecting data; it's about using that data to make better decisions and build a stronger business.
Shifting consumer dynamics are reshaping how companies and brands connect with their audiences. While market research strategies often account for basic demographics like race, ethnicity, and gender, truly inclusive panels go beyond these factors by creating spaces where individuals feel comfortable sharing their opinions and experiences.
This approach not only enhances the depth and quality of the data collected but also ensures a more accurate and authentic representation of diverse target audiences.
Adopting inclusive practices in online panels not only strengthens market research strategies but also benefits brands. A more accurate representation of audiences helps inform the development of products and services that genuinely meet their needs. Furthermore, brands that demonstrate a genuine commitment to inclusion often earn the loyalty of consumers who value diversity and equity.
From a research perspective, prioritizing inclusion yields richer, more diverse insights by accounting for cultural norms and other factors that influence survey responses. These authentic insights enable brands to innovate and adapt in a globalized market where diversity is the norm rather than the exception.
Brands that incorporate inclusive online panels into their market research strategies are better positioned to engage audiences over the long term, driving sustained topline growth.
It has been widely reported that the advertising industry faces critical challenges, particularly around diversity, equity, and inclusion (DE&I) in the workplace. Among the most pressing issues is the prevalence of sexual harassment, which systematically hinders female leadership and drives out underrepresented talent. Addressing these concerns requires organizations to take bold, proactive steps to eliminate bad actors and dismantle the systems that enable them while cultivating inclusive environments.
However, creating systemic change extends beyond workplace reform. For underrepresented and marginalized groups, entrepreneurship offers a powerful avenue for reshaping workplace cultures. By building their own businesses, these groups can design environments informed by their lived experiences. Having encountered bias firsthand, they understand the barriers that need to be addressed and are uniquely equipped to implement infrastructure that promotes equity and inclusion.
DE&I is more complex than the headlines suggest. It is not just about increasing representation. To drive real change, the focus must shift to dismantling the systemic barriers that perpetually limit individuals' potential, such as sexual harassment, hiring bias, and societal taboos that obstruct funding equity for founders.
In this episode of The New Mainstream podcast, Cindy Gallop, Founder and CEO of MakeLoveNotPorn, discusses how challenging biases and championing inclusivity can help industries unlock untapped potential and create environments where all voices are empowered and valued.
On my podcast, The New Mainstream, I’m often asked who I believe is the best marketer when it comes to engaging Latino audiences. My answer has long been Target. For years, Target has invested in Latino and multicultural consumers with consistent intent and authenticity. They do their homework, they partner with leaders and organizations within the communities they aim to serve, and they craft campaigns that resonate deeply with their target audience. This year, however, I’m giving the title of “Best Latino Marketer” to an unlikely candidate: the Republican Party.
Before I go any further, let me be clear. I personally lean left. But giving credit where credit is due is critical—especially when it comes to understanding how to reach the growing and evolving Latino electorate. The Republican Party’s efforts in 2024 to connect with Latino voters were strategic, well-researched, and, ultimately, effective. Their outreach exemplifies what brands, political parties, and organizations must do to engage this crucial segment authentically: invest consistently, align with values, and build community-driven connections.
The Republican Party’s engagement with Latinos is not a new phenomenon. In fact, they were the first political party to identify Latinos as a distinct electorate worth mobilizing. According to Marie Arana’s LatinoLand: A Portrait of America’s Largest and Least Understood Minority, it was the Nixon campaign in the early 1970s that coined the term Hispanic to describe the growing population of Spanish-speaking Americans. Nixon’s team recognized the political potential of Latinos, particularly in the Southwest, and launched targeted outreach efforts to court their votes.
Nixon’s strategy paid off. His administration saw success among Latino voters, and in the aftermath, he appointed the highest number of Latinos to senior positions in the federal government up to that point—a significant step toward political inclusion. This historical example underscores the importance of seeing Latinos as a vital political constituency, not as an afterthought or homogenous group.
Fast-forward to 2024, and the Republican Party has refined this playbook with even greater sophistication.
One of the most critical factors in the Republican Party’s success with Latinos this year is its focus on shared values. ThinkNow’s research consistently shows that U.S. Latinos prioritize family, faith, economic opportunity, and hard work—values that align closely with conservative platforms.
Organizations like the LIBRE Initiative, a nonprofit founded in 2011 with heavy backing from the Koch network, have been instrumental in this approach. LIBRE’s mission is to advance economic freedom and opportunity within the Latino community. Instead of relying solely on traditional political outreach, LIBRE has focused on community-building: hosting events, offering educational resources, and addressing economic issues like inflation, healthcare access, and job creation—issues that directly impact Latino families.
This approach is not surface-level marketing. It reflects a deeper understanding of Latino priorities. In doing so, the Republican Party demonstrated what brands and organizations often miss – the power of connecting values to the lived experiences of the audience they aim to engage.
The Republican Party’s Latino outreach has had its share of missteps. This year, for example, President-elect Donald Trump mistakenly referred to Puerto Rican reggaeton star Nicky Jam as a woman during a rally, saying, “She’s hot,” despite Nicky Jam being male. The blunder not only highlighted a lack of understanding of the cultural figure they were referencing but also suggested the partnership was superficial and not rooted in genuine connection.
The lesson here is critical but simple. If you’re going to use someone, you better know how they identify—otherwise, it becomes clear that the effort was just for show. Authenticity matters. Still, the attempt itself highlights the party’s willingness to take risks and experiment with culturally relevant outreach strategies—something that brands would do well to note.
What sets the Republican Party apart this year is the depth of its investment. While Democrats have traditionally enjoyed the loyalty of Latino voters, the Republican Party has capitalized on complacency, particularly in battleground states.
Equis Research’s 2024 report highlights that Latino voters are highly diverse in their political beliefs, with significant variations based on geography, age, and national origin. For example, Cuban Americans in Florida are more likely to lean Republican, whereas Mexican Americans in California favor Democrats. The Republican Party’s targeted messaging, particularly in states like Florida, Texas, and Arizona, reflects a nuanced understanding of these differences.
From Spanish-language ads to outreach at churches, small businesses, and community events, the Republican Party has invested in grassroots-level engagement that resonates with Latino voters. The effort mirrors what successful marketers like Target do so well: recognize that building trust with multicultural audiences requires time, consistency, and a willingness to meet people where they are.
As marketers, there’s a lot we can learn from the Republican Party’s success with Latino outreach in 2024. At its core, their strategy reflects three key principles:
This year, the Republican Party’s outreach to Latino voters has been a masterclass in values-driven marketing. As a left-leaning individual and a business leader, I may not agree with their platform, but I can’t deny the effectiveness of their strategy. In a political landscape where Latinos continue to shape the future of this country, the Republican Party’s efforts serve as a wake-up call to brands, organizations, and even their Democratic counterparts. Investing in Latino audiences requires more than good intentions—it demands action, strategy, and respect.
For marketers looking to engage the Latino community, start by doing your research to understand the values that matter most to them. Then, show up consistently to demonstrate genuine commitment and support for their community. The Republican Party did, and in 2024, they earned the title of the year’s best Latino marketer.
This blog post was originally published on HispanicAd.com
Nowadays, product reviews have become a crucial tool for both consumers and brands. Every comment posted online is a valuable source of consumer data. Thanks to Big Data, market research agencies can analyze thousands, even millions, of product reviews quickly and efficiently, allowing them to gain deep and actionable market insights about how their products are perceived.
Big Data in review analysis goes beyond simply tallying positive or negative comments. Advanced natural language processing (NLP) tools and machine learning can help identify hidden patterns and trends. For instance, a market research agency can analyze reviews to pinpoint product features that receive the most negative feedback, highlighting areas for improvement. This type of analysis is critical because it reveals both the reasons behind the comments and the broader impact on consumer perception.
Real-time analysis is another significant advantage of Big Data for product reviews. In the past, companies relied on traditional market research studies that required more time. With Big Data analysis tools and online consumer panels, brands can now access instant insights. This enables them to quickly respond to any shifts in consumer perception, a key advantage in both B2C and B2B market research.
Reviews provide data not only about the product itself but also about different market segments. Big Data enables companies to identify consumers in more detail, allowing for more personalized marketing strategies and product adaptations. Doing so helps brands optimize their campaigns and better connect with diverse audiences.
Companies like Amazon have used Big Data to analyze reviews, utilizing advanced algorithms to filter comments and identify trends. Other companies, like Nike, adjust their products based on insights gathered from consumer feedback.
The future of market research is closely tied to companies' ability to listen and respond to consumer opinions. Big Data turns reviews into a powerful tool for gaining market insights and improving products and services. Companies leveraging this technology will be better positioned to deeply understand their consumers and stay ahead of the game.