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NBCUniversal and Magid partnered to determine how diverse consumers self-identify and how that informed their life experiences in relation to representation and authenticity, particularly in their brand and content choices. Research from clients, consumers and field surveys showed that, while multi-cultural audiences are multi-faceted, they are connected by common threads from shared cultural pillars, shared success and struggle, a sense of community and the straddling of two worlds. These findings led the team to a framework for “ideal representation” as a hierarchy of four distinct levels that define what consumers consider most important in being authentic.