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Leading with Inclusive Insights

Leading with Inclusive Insights

  • ARF CULTURAL EFFECTIVENESS COUNCIL

On November 1, 2022, the ARF Cultural Effectiveness Council hosted a discussion on ways that brands have gained an edge by focusing their insights and subsequent marketing on traditionally under-represented communities.  Speakers from General Mills, Vevo, and muliti-cultural agency Alma shed light on the kinds of research they find helpful in uncovering valuable inclusive insights and the potential rewards of this strategy.  They cited examples of those insights and discussed the societal trends that underlie them. The session was moderated by Council Co-Chair Janelle James of Ipsos.

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Making Inclusive Advertising Effective

  • Posted: October 20, 2022

Ads that highlight under-represented groups and their experiences can have broad appeal and be highly effective. However, they can backfire – even among the group the ad is focused on – if they fall into the “sadness trap”. 

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The Future of Qual

  • Posted: September 30, 2022

September 29, 2022 — Episode #6: The Future of Qual, a conversation with Alexa Blechman, Senior Director of Cultural Insights at A&E Networks, Tony D’andrea, Multicultural Marketing Manager at General Mills, Danielle Hemsley, Director Of Research Strategy at Cassandra.

Qualitative research alone or with other forms of research has proven valuable to marketers and businesses who want to better understand their customers and target audience. The Cultural Effectiveness Council has been working on original research on today and tomorrow’s qualitative approaches. Moderator Janelle James, Co-Chair of the ARF Cultural Effectiveness Council and Senior Vice President at Ipsos UU, speaks to her council colleagues on this initiative.

CultureConnect Podcast Series: Episode #4: Contending with Algorithmic Bias

  • Posted: September 28, 2022

May 5, 2022 — Episode #4: Contending with Algorithmic Bias, a conversation with, Janelle James, SVP, Ipsos IUU (Council Co-Chair), Kalinda Ukanwa, Assistant Professor of Marketing at USC’s Marshall School of Business. Amanda Bower, Machine Learning Researcher at Twitter. Hui Wang, VP/Director of Global Data Intelligence – Analytics Service, at Publicis Media. Kathy Sheehan, Senior Vice President at Cassandra. Ilinca Barsan, Data Science Director at Wunderman Thompson.

We’re increasingly dependent on algorithms in a variety of areas. This has led to problems with algorithmic bias, in which statistical and econometric models or a programmed set of instructions systematically treats members of some groups differently than others. This can be due to the unconscious biases of engineers who build the models, biases in the data they are trained on, biases inherent in the models themselves or algorithms’ treatment of human attributes as single, isolated components rather than intersectional identities. We look at the ways in which models, programs, and algorithms in the media, marketing, and advertising industries can unintentionally favor majority populations and ignore or even discriminate against minority segments and how to overcome this problem.

CultureConnect Podcast Series: Episode #5: Contending with Algorithmic Bias pt 2

  • Posted: September 28, 2022

June 17, 2022 — Episode #5: Contending with Algorithmic Bias pt 2 , A conversation with, Kalinda Ukanwa, an Assistant Professor of Marketing at USC’s Marshall School of Business. Amanda Bower, a machine learning researcher at Twitter.

Technology is an essential part of our everyday life. We rely on it to help us navigate our finance, employment, housing, health care and purchases, among other things. But, perhaps unknowingly, we may be impacted by algorithmic bias, in which systematic repeatable errors in AI treat members of some groups differently than others. In part two of our look at algorithmic bias, we delve further into what consumers and companies can do about it.

How to Improve Prosocial Messages

  • Posted: September 7, 2022

Many companies have employed prosocial messaging and more diverse portrayals in advertising. New research explored if and how those strategies can improve consumers’ perceptions of brands and increase sales.  Read more »

The ARF Diversity Report

  • Posted: August 3, 2022

The newly published ARF Diversity Report is a comprehensive summary of research on the state of diversity in the marketing industry, and how diversity affects company and marketing campaign performance.

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