Despite the headlines, rollbacks, and legal battles, the conversation around race has never been more crucial for marketers and businesses. While diversity and inclusion (D&I) often dominate discussions, doing so serves only as a distraction from the broader concerns surrounding the racial dynamics embedded in our society. The issues of race aren’t simply about diversity. They are structural and historical and are tethered to the fabric of consumer behavior.

Race has been a determining factor in shaping how consumers experience various markets, from grocery stores to hospitals. It’s not enough for companies to aim for a "diverse" customer base. They must understand the unique racial dynamics at play. Without acknowledging the social and historical factors behind these dynamics, marketing strategies fall flat and fail to resonate with the very consumers they aim to engage.

However, addressing race in marketing requires deeper engagement with communities, not just performative gestures. Companies often fall into the trap of "woke-washing," offering initiatives that sound good but lack authentic connection. Consumers, especially those from marginalized groups, can quickly see through these disingenuous efforts. This can damage the trust businesses work hard to build, which is crucial for lasting brand loyalty. A meaningful, long-term focus on racial equity, in both action and strategy, is essential for companies to succeed in this increasingly diverse market.

The latest generation of marketers is entering the workforce with a heightened awareness of these issues, but they face significant challenges when discussing race within a business context. Learning to address these issues with sensitivity and data-backed insights will ensure that brands not only avoid perpetuating harmful stereotypes but also foster more genuine, inclusive relationships with their audiences.

In this episode of The New Mainstream podcast, Dr. Sonya A. Grier, Kogod Eminent Scholar Chair in Marketing at the Kogod School of Business at American University, examines how race influences consumer behavior and why businesses must go beyond diversity to create inclusive marketplaces.

Meet Dr. Sonya A. Grier:

Sonya A. Grier is the Kogod Eminent Scholar Chair in Marketing, at the Kogod School of Business at American University. Her expertise spans issues of race, diversity, and equity at the intersection of markets and society. She has examined the racial dynamics underlying consumption issues in gentrifying neighborhoods, digital marketing to youth of color, and racialized food marketing. Sonya builds on her expertise to identify how inclusive marketing practices can enhance individual, community, and societal well-being. She shares her research in academic journals, photographic narratives, and two award-winning documentary films. She remains connected to practice through consultations with diverse organizations across business, government, and non-profit sectors.  Dr. Grier is a co-founder and current President of the Race in the Marketplace (RIM) Research Network, which has nurtured the sub-field aimed at advancing our understanding of the role of race in markets.

Influencer marketing has evolved into a powerful strategy for brands looking to engage diverse audiences. Influencers leverage their broad reach to drive awareness and inspire consumer buy-in, while creator marketing enables passionate content creators to engage and connect with niche communities. Brands are increasingly incorporating both approaches into their communication strategies, with social media being a key platform.

However, with both approaches, the goal goes beyond brand visibility. It’s about achieving third-party validation, where trusted voices, such as influencers or creatives, endorse a brand. While these endorsements may be paid, the willingness of these individuals to put their reputations on the line for a brand speaks volumes. This is essential for building consumer trust, as audiences connect more deeply with authentic experiences shared by relatable individuals than with traditional advertising.

A key aspect of this is ensuring that influencers and creators genuinely reflect the audiences brands aim to reach and ensure they are compensated fairly based on engagement and reach. By prioritizing this, brands can cultivate stronger, long-term relationships with influencers and creators. This approach benefits all parties—influencers and creators feel valued, and brands gain more authentic brand advocacy.

One of the biggest mistakes brands make with creator and influencer marketing is dictating content rather than trusting the influencer or creator to do what initially drew the brand to them. While key messaging is necessary, giving them the freedom to be creative ensures the content feels natural and authentic. When they seamlessly integrate brand messages into their content, it enhances both engagement and credibility.

In this episode of The New Mainstream Podcast, Gabe Mederos, Vice President of Creator Marketing with Edelman, discusses the importance of authenticity, diversity, and relationship-building in creator and influencer marketing.

Meet Gabe: Gabe is a creator marketing professional with extensive experience in influencer relations, strategy development, content strategy, analytics, and leadership. A University of Toronto graduate with over 19 years of PR and communications experience in corporate, not-for-profit and government, Gabe has completed his social media and digital marketing certification. Gabe has held senior digital roles at top Canadian brands such as Scotiabank, TELUS, and Nestlé Purina PetCare.

Gabe is currently a Vice President of Creator Marketing at Edelman, where he heads up the creator marketing function for an assortment of clients in Canada, including Samsung, Microsoft, PepsiCo, and eBay.  Gabe is also an Instructor at Humber College, where he teaches social media and digital marketing.

I attended the Quirk's Los Angeles Market Research Event last week, and one thing became apparent: AI is coming for Market Research. I sat through presentations and sales pitches on AI Qual moderation, AI Co-Workers, AI Social Media Monitoring, AI-assisted Survey Creation, Data Analysis, and Report Writing. Towards the end of the conference, I wondered if next year we would all send our AI-enabled robot doppelgangers to listen to AI presenters discussing whether humans were still necessary in consumer research.

The Benefits of AI in Market Research

That’s not so say that I wasn’t impressed with some of the things AI is capable of doing. AI is revolutionizing market research by streamlining processes and providing faster, more efficient insights. Here are some of the major benefits:

1. Speed and Efficiency – AI can process vast amounts of data in seconds, reducing the time required for analysis and reporting. Tasks that used to take days or weeks can now be completed in hours and sometimes minutes.
2. Cost Savings – Automating tasks like survey design, data collection, and analysis reduces the need for large research teams, lowering operational costs.
3. Enhanced Data Analysis – AI can detect patterns, segment audiences, and generate predictive insights that would take humans significantly longer to uncover.
4. Scalability – AI-driven tools allow businesses to conduct global research quickly, analyzing multiple markets and demographics simultaneously.
5. Improved Qualitative Analysis – AI-powered sentiment analysis and language processing can extract insights from open-ended responses, interviews, and social media conversations that might otherwise have been missed.

What AI Still Can’t Do

Despite these advancements, AI has limitations that market researchers must acknowledge:

1. Human Intuition and Empathy – AI lacks the emotional intelligence to understand cultural nuances, some forms of sarcasm, or underlying human motivations that skilled researchers can uncover based on their intuitive knowledge and experience.
2. Creativity and Strategic Thinking – Sometimes we don’t know what we’re looking for until we see it. While AI can generate reports and analyze trends, it struggles with creative problem-solving, developing innovative research approaches, or asking the “right” follow-up questions.
3. Contextual Understanding – Cultural, economic and experiential factors play a role what different people mean when they say certain things.  AI may misinterpret responses or fail to grasp the broader context of human behavior, leading to flawed conclusions.
4. Ethical and Privacy Concerns – Yes, I know we all click “agree” to social media terms of service agreements but most people have not explicitly given companies permission to feed their online content into AI systems, Thus, AI-driven data collection can raise ethical questions about consumer privacy, data security, and bias in decision-making.

The Risks of Adopting AI Too Quickly

While AI promises many advantages, rapid adoption without careful oversight presents risks:

1. Over-Reliance on Automation – The speed automation affords us is seductive. However, if companies fully automate research processes, they’ll likely lose valuable human insights, leading to shallow or misleading conclusions.
2. Data Bias and Inaccuracies – AI is only as good as the data it learns from. Biased or incomplete datasets can lead to skewed results, reinforcing existing prejudices rather than providing objective insights.
3. Job Displacement – The rise of AI-driven tools could lead to job losses within the market research industry, particularly for entry-level and mid-level roles. That may sound like a good to companies looking to cut costs but will present problems down the line when there isn’t enough trained personnel tell the AI what to do.
4. Erosion of Consumer Trust – We need more research on how humans respond to questions from AI bots vs real, live interviewers. If respondents feel that AI-driven research lacks a human touch or misrepresents their opinions, they may disengage, reducing the quality of data collected.

The Future of AI in Market Research

AI is undeniably transforming market research, but it should be viewed as a tool to enhance, rather than replace, human expertise. Running forward too quickly risks running into a dead-end. The best approach is a hybrid model, where AI handles time-consuming tasks while human researchers focus on interpretation, storytelling, and strategic decision-making.

As AI continues to evolve, the key to success will be striking the right balance—leveraging its strengths while mitigating its risks. Market researchers who adapt, upskill, and find ways to integrate AI effectively will be the ones leading the industry, not just observing its transformation. And hopefully, our AI doppelgangers will decide that humans are useful and nice to have around after all.

Ready to leverage AI in your market research? Find out how ThinkNow Synthetic can work for you.

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.

Mental health awareness has seen significant shifts in recent years, but cross-cultural and regional differences still play a role in how individuals perceive and address their mental well-being. A recent ThinkNow study comparing mental health attitudes and behaviors in the U.S. and Mexico offers valuable insights into how people in both countries navigate their mental health journeys.

Download the report here.

How Did We Do the Cross-Cultural Research?

ThinkNow surveyed 1,550 Americans and 560 Mexicans ages 18+ from late 2024 to early 2025. The survey was conducted online, using sample from ThinkNow’s DigayGane panel. Quotas were set to ensure balanced participation by age, gender, geographic region and socio-economic status in both countries. We broke out the results by Total Americans, Hispanics, Mexicans and generationally in both countries.

How Do People Rate Their Mental Health?

One of the key findings of the report is that approximately three-quarters of adults in both the U.S. and Mexico rate their mental health as "excellent" or "good." However, age plays a crucial role in these self-assessments. Younger generations—Gen Z and Millennials—are more likely to report lower mental health ratings compared to older generations. This trend is consistent across both countries, suggesting that younger individuals may be facing unique stressors that impact their well-being.

Interestingly, U.S. Hispanics rate their mental health slightly higher (79% excellent/good) than the general U.S. population. Gender differences also emerge. In the U.S., men are more likely to rate their mental health as "excellent," whereas in Mexico, women are more likely to do so.

Mental Health Diagnosis and Willingness to Discuss Issues

One of the most notable contrasts in this cross-cultural study is mental health diagnosis rates. Nearly 30% of U.S. respondents reported having been diagnosed with a mental health condition by a healthcare professional, compared to fewer than 20% of U.S. Hispanics and Mexican respondents. The lower diagnosis rate in Mexico may stem from limited access to mental health resources and stronger social stigma surrounding mental health discussions.

When it comes to discussing mental health with professionals, U.S. respondents—both in the general population and among Hispanics—have become more comfortable doing so compared to previous years. In contrast, Mexican adults report lower levels of comfort, potentially due to stigma and reduced accessibility to mental health services.

Work and Relationships: The Impact of Mental Health

Mental health challenges can profoundly affect various aspects of life, particularly work and personal relationships. Around 30% of respondents in both countries report that their mental health has impacted their professional and personal lives to some degree. However, Gen Z workers in the U.S. are twice as likely as their Mexican counterparts to state that their mental health has significantly affected their work performance.

Self-Care Practices: What Are People Doing?

Amid growing mental health awareness, self-care practices have become a common coping strategy. About half of respondents in both countries report engaging in self-care activities, with exercise being the most popular choice. However, other practices such as meditation, journaling, and using mental health apps are notably more common in the U.S. than in Mexico. This cross-cultural difference may reflect variations in cultural approaches to mental well-being and the availability of digital mental health tools.

Where Do People Seek Mental Health Information?

The search for mental health resources differs between the two countries. Surprisingly, Mexicans are more likely than Americans to seek out mental health information, with about half reporting that they have done so in the past 12 months. Social media is a particularly important source of mental health information for Mexicans, whereas Americans rely more on websites, personal doctors, and family and friends.

The Availability of Mental Health Resources

Access to mental health services remains a challenge in both the U.S. and Mexico, though the availability of resources varies. The most widely available resources in both countries include counseling centers or therapists, online information, and community support groups. However, crisis intervention services and hotlines are less common in Mexico, potentially limiting urgent support options for those in need. Mexicans are also half as likely to seek information from friends and family about mental health than Americans.

Final Thoughts: Bridging the Mental Health Gap

The ThinkNow report highlights critical cross-cultural and structural differences in mental health perceptions and accessibility between the U.S. and Mexico. While both countries recognize the importance of mental well-being, younger generations, in particular, are struggling with their mental health. Of particular interest is the difference in how mental health is experienced by generation and gender in the two countries. Why are American women less likely to say their mental health is good compared to American men or women in Mexico? Regardless, the key challenge moving forward is increasing accessibility to mental health resources, reducing stigma, and encouraging open conversations—especially in regions where discussing mental health remains taboo.

By understanding these cross-cultural differences, policymakers, mental health professionals, and community leaders can work toward creating more inclusive and effective mental health support systems. Whether through expanding digital resources, increasing the affordability of services, or promoting workplace mental health initiatives, there is much each country can learn from the other to ensure that mental health care is accessible to everyone.

Download the report here.

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. 

The importance of multicultural representation in AI

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. 

Diversity drives growth and innovation

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. 

Embracing multicultural perspectives: A vision for the future of synthetic AI 

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.  

What's different now with online sampling?  

Think of it this way:

• More Than Just Surveys: We're not just asking people questions anymore. We're listening to what they say on social media, looking at what they buy online, and even getting clues from their smart devices. It's like having a network of spies giving us real-time updates.
• Making Sense of the Mess: All this information can be overwhelming. But new tools can sort through the chaos, finding what’s important and ignoring the rest. It's like having a super-smart filter that cleans up the data.
• Predicting the Future: These tools can even predict what might happen next. They can spot trends before they become big news, helping businesses stay ahead of the game. It's like having a crystal ball that shows you what's coming.
• Instant Answers: We don't have to wait weeks for results anymore. We can get answers almost instantly, allowing businesses to react quickly to changes. It's like having a real-time weather report for the market.
• Talking Directly to You: Instead of sending out generic surveys, businesses can now talk to specific groups of people with questions tailored just for them. It's like having a personalized conversation with each customer.
• Mobile is King: Most people use their phones for everything, so research needs to work seamlessly on mobile. It's like having a compass that works perfectly on your phone.
• Being Responsible: As we collect more data, it's crucial to be careful and respectful of people's privacy. It's like having a code of ethics for how we use our smart compass.

What's in it for Businesses?

This new approach to online sampling can help businesses:

• Understand Customers Better: They can get a much clearer picture of who their customers are, what they want, and why they do what they do.
• Make Smarter Decisions: With better information, they can make better choices about what products to create, how to market them, and where to invest their money.
• Move Faster: They can react quickly to changes in the market, staying ahead of the competition.
• Sell More: By understanding their customers better, they can create products and services that people actually want to buy.
• Stay Ahead of the Curve: Businesses that use these new tools will have a big advantage over those that don't.

In short:

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.