The entertainment industry is at an exciting crossroads, with increasing diversity in programming and more creators establishing their own content studios. However, it also presents significant challenges, particularly for producers and creators from underrepresented groups. As the industry has drastically shifted over the past few years, with streaming platforms altering the demand for content, it is essential to be disciplined and realistic about what the market can absorb. Great ideas are not always enough if they cannot find the right platform or audience.

There is no single path to success in entertainment, and creators must often work across different formats—whether in English or Spanish, scripted or unscripted content—to find opportunities. The industry’s changes, while presenting obstacles, also offer the chance for creators to wear multiple hats and diversify their work across genres and platforms.

But, inclusivity remains a significant challenge. While there is a growing demand for authentic storytelling from diverse communities, the reality is that opportunities are still limited. Diverse stories, especially from Latino creators, often face more scrutiny and may be met with criticism from both inside and outside the community. There is a need for more support, unity, and collaboration within marginalized communities to uplift and champion their own stories rather than critique them for not representing every facet of their experience.

On this episode of The New Mainstream podcast, Flavio Morales, Board Member, KCRW 89.9FM and Estrella Media, Inc., explores how the rise of new digital platforms presents more opportunities for independent creators to engage directly with their audiences while maintaining greater control over their content, offering new pathways to success.

The pandemic didn't create new consumer trends but significantly accelerated existing ones. The consumer landscape is dynamic, continuously evolving as people change, societies evolve and cultures shift. Consequently, researchers must stay adaptable, embracing new methods and technologies like artificial intelligence (AI). AI enables innovations like automating tasks, personalizing experiences and enhancing data through synthetic samples, which closely mimic human responses. However, AI should complement, not replace, human connection.

One effective way to cultivate this human connection is through market research communities (MROCs). These communities provide a platform for obtaining in-depth consumer insights through ongoing conversations, allowing researchers to more profoundly understand consumer needs and frustrations. However, the success of MROCs relies on planning and execution.

As consumer behavior evolves, researchers face new challenges, however. Today’s consumers are demanding simplicity and security. To address these expectations, researchers must design studies that are both easy to participate in and protective of sensitive data. The integration of AI, with its associated privacy concerns and potential for inaccuracies, adds to these challenges.

Ultimately, a successful researcher blends a deep understanding of consumer behavior with a readiness to adopt new technologies. By integrating traditional research methods with innovative approaches, researchers can gain valuable insights and help brands stay competitive.

In this episode of The New Mainstream podcast, Dan Comenduley, Senior Manager of Consumer Insights at UScellular, explores how AI can enhance consumer data collection while emphasizing the importance of preserving the human touch in research.

Meet Our Guest:



Dan Comenduley has been with UScellular for 3 years and is a Senior Manager on the Customer Insights Team. Dan has a wide range of experience including working at Philip Morris, Pillsbury, Discover Card, United Airlines and Synchrony and a few other places. 

He has run a wide range of research and analytic projects, sponsorship campaigns and evaluations and social media and advertising campaigns. Dan is focused on customers and representing their thoughts and lives to the entire organization.  

Dan earned his Bachelor’s degree from The University of Illinois and his MBA from Vanderbilt University.   

In his spare time, Dan likes to travel and wants to visit every state 5 times and every continent at least once. Dan also was a DJ and enjoys sports and he is working on being a published author. 

Despite gaining significant momentum in 2020 following a surge in social justice awareness, diversity, equity and inclusion (DEI) has faced recent backlash. Yet, inclusive marketing remains essential for businesses seeking long-term success.

Inclusive marketing is not just about representation. It is a strategic approach designed to build deep connections with diverse audiences, celebrating diversity at every customer touchpoint. This can only be achieved by understanding these communities, inviting them to share their lived experiences and cultures, and using those insights to inform the creative process. Market research, such as focus groups, online surveys, and direct engagement with current customers, is critical to transforming data points into actionable insights that drive effective and inclusive marketing strategies that enhance ad relevance and cultivate brand loyalty.

Inclusive marketing cannot exist in a silo, however. And it’s about more than just doing the right thing or making people feel good. It’s also a powerful driver of business growth. Companies that execute inclusive marketing well enjoy a competitive advantage because they have embedded it across the entire organization, from talent acquisition to product development and launch.

Data and business growth strategies support the effectiveness of inclusive marketing. Courageous companies that prioritize DEI, even amid challenges, often discover new market opportunities, drive innovation and establish themselves as responsible corporate citizens.

In this episode of The New Mainstream podcast, Devoreaux Walton, MBA, a Brand & Marketing Senior Consultant at revelant and host of The Inclusive Consumer podcast, discusses the relevance of inclusive marketing in today’s complex business landscape.

About Devoreaux Walton

Devoreaux Walton (pronouns: she/ her) is a consultant, thought leader, and speaker who is the Founder and Managing Partner of revelant, a boutique management consulting firm specializing in business, marketing, and human resources solutions.
She delights clients with branding, marketing, small business planning and strategy, personal branding, employer branding, and diversity, equity, inclusion, and belonging solutions. Walton’s motivation to serve clients is based on her fundamental belief that small businesses are a critical part of a thriving economy within the global landscape. Walton specializes in helping brands successfully navigate change, including brand development, brand strategy, brand launch, rebranding, and brand expansion through growth. 

To teach how inclusive marketing is a competitive advantage for brands, Walton founded and hosts The Inclusive Consumer Podcast, a podcast highlighting thought leadership at the intersection of marketing, branding, strategy, and inclusion. The podcast is available on YouTube and Spotify for global listeners to tune in.

Prior to launching revelant and The Inclusive Consumer Podcast, for over a decade Walton enjoyed climbing the corporate ladder at marketing agencies, Google, and IBM while freelance consulting with small businesses and nonprofits across various industries.

In this episode of The New Mainstream podcast, Mario Carrasco and Michael Roca, who currently spearheads the Cross-Cultural Center of Excellence at Omnicom Media Group, delve into the evolving landscape of multicultural marketing and media.

Multicultural has shifted from a niche segment to a central focus for many brands and agencies. This change reflects a growing recognition that diverse audiences are not just a part of the market but key drivers of growth and innovation. Understanding and engaging with these audiences can lead to more effective marketing strategies and expand market share.

Historically, companies housed multicultural marketing expertise in separate units. Over time, these teams were often folded into Total Market efforts. Doing so, however, diluted the specific focus needed to genuinely connect with diverse audiences.

As the U.S. moves towards becoming a multicultural majority, a nuanced understanding of the complex and multifaceted identities of diverse audiences becomes critical. However, many sectors underinvest in multicultural marketing and media despite the clear benefits. Brands must move beyond analysis paralysis and take actionable steps toward inclusivity. By incorporating these perspectives from the beginning, brands can create more authentic and impactful connections.

Tune in to the full episode of The New Mainstream podcast to gain valuable insights into the future of multicultural marketing and media.

Understanding consumer trends and preferences through market research has always been important to marketers. But it's become a business imperative in today’s hyperconnected, competitive marketplace. While countries like Colombia, Dominican Republic, Peru, Chile, Ecuador, and Mexico have led the way in market research investment in Latin America, we must acknowledge the strides made in Central America, notably in Guatemala, Honduras, El Salvador, Costa Rica and Panama.

What’s driving the growth?

Well, several factors are at play. The widespread expansion of the internet has opened up a wealth of data on consumer behavior and market dynamics, now easily accessible with just a few clicks!

Furthermore, the growth of the middle class in the region has generated more sophisticated consumer demands. With a population whose tastes and preferences are constantly evolving, companies must stay up to date. Market research insights are the compass guiding their journey.

Finally, the reduction in extreme poverty in recent decades has been a significant factor. This change has increased consumption and attracted greater domestic and foreign investment, creating a virtuous cycle where economic expansion fuels the imperative for deeper insights.  

How do you navigate the challenges?

Like any journey, navigating market research across LATAM has its share of bends and twists in the road. Access to representative samples of the online population remains an obstacle. Disparities in internet connectivity can skew research results, posing a hurdle to obtaining accurate insights.

As such, data quality is fundamental. With the vast amount of information available online, it is crucial to ensure that the data is reliable and accurate. After all, no one wants to make important decisions based on faulty information.

Additionally, there's an ongoing tug-of-war between traditional methods and online research. Convincing companies to embrace new technologies can be daunting, yet exploring all avenues is essential to paint a comprehensive picture of the market landscape.

What are the market research fundamentals?

First, find an experienced business partner with a track record of providing reliable and representative samples in Central America, like ThinkNow. In addition, instead of seeing online research and traditional methods as adversaries, inquire how both approaches can be integrated to attain a more comprehensive and precise understanding of the market.

Lastly, adopt a balanced approach. While the growth of market research in Central America presents exciting opportunities, sustaining this momentum and fostering its contribution to regional economic development requires addressing industry-wide challenges across LATAM. Collaboration between the public and private sectors is imperative to harness the potential of online research across the region.

References:

World Bank. "Central America: Investment and Economic Growth".

Latin American Institute of Market Research and Public Opinion (ILAM). "Report on the Growth of Market Research in Central America".

López, A. (2022). "The impact of the expansion of the Internet on market research in Latin America". Journal of Economic Studies, 15(2), 45-60.

As Women's History Month approaches each year, the remarkable strides women have made in business become increasingly clear. However, despite these advancements, certain industries, such as the insights industry, continue to struggle with leadership inequities and a lack of workforce diversity.

While the insights industry prides itself on understanding and reflecting diversity in consumer populations, this awareness often stops short within its own workforce. This creates a troubling gap: the voices informing strategies may be representative, but the decision-makers interpreting and implementing those insights remain predominantly homogenous.

This lack of diversity leads to blind spots and missed opportunities, potentially limiting strategy effectiveness and perpetuating biases. Closing the gap between measured and internal diversity unlocks the full potential of insights, creating more opportunities across the board.

In this episode of The New Mainstream podcast, Ali Henriques, Global Director of Research Services at Qualtrics, delves deeper into leadership diversity and its impact on recruiting and retaining diverse talent.

The modern consumer has evolved. Today, they're not simply passive buyers but active cultural participants who engage with brands that resonate with their values, identities, and lived experiences. This shift has driven the rise of cultural marketing, a nuanced approach that seeks to connect with consumers through their cultural lens.

However, to truly comprehend this cultural lens, marketers must harness the power of market research to gather rich insights directly from consumers. Using online sample is among the most prevalent and efficient ways to gather these insights.

Cultural Marketing in the U.S.

America is a diverse nation, filled with many different cultures. This diversity presents both challenges and opportunities for marketers tasked with understanding how shared values, customs and beliefs shape people’s lives and influence consumer behavior. This cultural intelligence helps brands tailor their messaging, products, and services to resonate more deeply with specific audiences.

Benefits and Considerations for Online Sample

Online panels can help brands understand and target specific cultural groups. However, this market research tool isn’t without its challenges. Let’s look at the benefits first.

Benefits:

• Accessibility and Cost-Effectiveness: Online samples are generally more accessible and cost-effective than traditional methods like face-to-face interviews or focus groups. This allows researchers to reach diverse cultural groups, even those geographically dispersed.
• Targeted Insights: Researchers can design online surveys and tasks specifically tailored to understand the values, preferences, and behaviors of different cultural groups. This data can inform content creation, messaging, and distribution strategies.
• Quantifiable Data: Online samples enable large-scale data collection, providing statistically significant results for better decision-making. This can be especially valuable for understanding niche or underrepresented cultural segments.
• Participant Diversity: Online platforms offer access to a wider range of participants, potentially including individuals who might not otherwise participate in traditional research due to time constraints or social anxieties.

Challenges and Considerations:

• Sampling Bias: Online samples are not immune to sampling bias. If not carefully designed, they may overrepresent certain demographics, leading to inaccurate conclusions about specific cultural groups.
• Cultural Nuances: Online surveys and tasks might not capture the intricacies of cultural attitudes and behaviors. Researchers must be mindful of language, design, and context to avoid misinterpretation.
• Digital Divide: Not all cultural groups have equal access to the internet or digital literacy. This can lead to the underrepresentation of certain populations in online samples.
• Ethical Concerns: Data privacy and participant anonymity are crucial considerations. Researchers need to ensure transparency and ethical data collection practices.

Overall, online sample is a valuable tool for cultural marketing when conducted by experienced market research agencies familiar with online samples’ benefits and limitations so data collection can be implemented with sensitivity and cultural awareness.