“Did you know that a significant portion of the population may not be getting the proper treatment for their asthma due to a lack of diversity in clinical trials? Studies have shown that Puerto Rican and African American children with moderate to severe asthma demonstrate lower responsiveness to albuterol, the drug used in inhalers. But here’s the kicker: this drug is FDA-approved. So, why wouldn’t its ineffectiveness have been discovered during trials? The answer is likely that up to 80 to 90% of clinical trial participants are White.” (Hillman, 2022)
This is just one example of the importance of diversity in market research, an aspect that is often overlooked or given little attention. The issue of diversity, or lack thereof, in market research extends to nationalities, ages, genders, sexual orientation, religions, and cultural and socioeconomic backgrounds. The implications of this are far-reaching and can have severe consequences for marginalized communities.
It is important to note that having a diverse participant pool in market research is not just a matter of being politically correct, it’s a matter of creating products and campaigns that truly resonate with your target audience. If a company’s target audience is not properly represented in the research, it may not be able to create a real and strong connection with their consumers, leaving certain groups out in the cold. This can lead to a lack of understanding of how a certain product or campaign is going to perform in the market, resulting in a lack of success and a waste of resources.
Diversity in market research can also lead to more accurate and realistic results, which reflect a clear representation of the audience the sample. If these elements are underrepresented, the study’s generalization will result low. This can lead to a lack of understanding of how a certain product or campaign is going to perform in the market, resulting in a lack of success and a waste of resources. As a result, having a diverse population in market research gives the study a deeper insight into the preferences of certain groups. Whether these groups are a minority or not, having people of diverse backgrounds and origins gives more informative and effective strategies to help make a study more inclusive towards the population it represents.
For creating brands that represent a wider and more diverse group of people and be able to create a true connection between the consumer and the brand, a diverse approach from the market research phase it is certainly a key aspect. Not all people have the same preferences, lifestyles, and experiences, therefore different consumers will interact differently with a certain brand. This in turn will affect sales, buying habits, and the overall consumer experience. Findings that are of high quality consist of and reflect the preferences of a diverse participant pool, which is only a sample of the wider audience in the real world. Having a diverse population helps to create a brand campaign that shows a real and strong connection with the consumer, by allowing marketers to get a deeper understanding of their needs and preferences.
On the other hand, if we fail to take diversity into consideration in market research, we risk creating products and campaigns that only appeal to a narrow, homogenous group. As the world’s population becomes increasingly diverse, it’s crucial that our marketing strategies and efforts keep pace. According to the U.S. Census, by 2042, more than 50% of the American population will be composed of minority groups. Failing to consider the needs and preferences of these communities can only lead to marketing failures.
Take, for example, the sports apparel giant Nike; the company has made a concerted effort to feature diversity in their ads and campaigns, from the Colin Kaepernick ad, to the “Toughest Athletes” campaign, to the “Shoe Works if You Do” ad, to the “No Excuses”.
It is therefore essential to create products and campaigns that truly resonate with consumers and ensures that brand message, representation and efforts are considerate to all audiences, in a world that is fast paced moving towards a global diversification of its population even among its most traditional groups.
Without diversity, we risk creating a one-size-fits-all approach that ultimately leads to a disconnect with the audience, and in turn, could mean a significant loss of sales and an overall failure in the marketplace.