Insights & Strategy

This step is crucial to helping drive clarity. Anchor with data on your consumer base and growth targets to identify the insights and cultural cues that intersect with your brand purpose, values and/promise to help make informed choices.

Discovery & Calibration

Insights &
Strategy

Creative &
Experience

Asset Dev., Launch
& Measurement

Effectively embedding inclusion into the marketing and creative process – existing tools/resources

This step is crucial to helping drive clarity. Anchor with data on your consumer base and grow targets to identify the insights and cultural cues that intersect with your brand purpose, values and promise to give better direction and help make informed choices

Barrier

Opportunity

Insufficient data

First Party Data: Tap into actionable and tangible consumer brand and consumer insights mined through in-depth interviews, focus groups, mobile shop-alongs, mission oriented research, predictive modeling, market demand assessment, social media tracking, brand health tracking, pre/post campaign assessment, competitive intelligence, psychographic research, and cultural lifestyle studies

Tools / Resources
Lack of awareness of data/tools available
Improper sampling & bias in data
Cetain demographics are missing in online panels, particularly foreign born Hispanics and Asians.
Syndicated “standards” and benchmarks
Oversimplified data
Budgetary constraints to invest in data and insight mining
Lack of historical context

Syndicated Data: Opportunity to ensure that your sample is representative of diverse consumers’ voices and that the interpretation of findings include cultural nuances and insights. Impose foreign born quotas and work wih multiple sample providers to ensure a representative and balanced sample. For Asian, consider capturing nationality/sub-segments due to the diversity of the segment and disparity among the groups

Tools / Resources
Default to stereotypes as a norm to define audiences
Creative sensitivity training (Forging fluency, understanding stereotypes, undestanding bias)
Tools / Resources
My creative is diverse therefore I’m good and we’re inclusive
Resistance to adopt more equitable thinking
Lack of brand relevance or resonance with diverse audiences
Educate constituancies with context of all audiences
Tools / Resources
Missing data from smaller demographics such as veterans, people with disabilities, single moms, etc..
Tap into AIMM’s prefered list of agency partners and diverse suppliers
Tools / Resources
DE&I generalizations – lack of experitse
Deepen learning and tap into AIMM’s DEI resources
Tools / Resources