How I’m approaching my research in 2024

As we step into a new year, I find myself reflecting on the tumultuous journey the market research industry has been on in recent years. From economic uncertainties to evolving consumer behavior to the global pandemic, the challenges we’ve faced have been unprecedented. And we’ve responded boldly: by leveraging technology, embracing Ai, and “going back to school” on the fundamentals of our industry, we’re deepening our understanding of consumers every day - in qual, bringing our clients the decidedly human-to-human approach they need to deeply connect with people. And I have faith we’ll continue to evolve and add tremendous value to the consumer-brand dynamic in 2024.

The most important way I can think of to do that is by incorporating cultural sensitivity and diversity into my work, by committing this year to following some basic principles, e.g.:

1. Inclusive Sample Selection: ensuring study samples represent a diverse range of cultural backgrounds, ethnicities, genders, ages, and socioeconomic statuses, capturing a broader range of perspectives and experiences for my clients.

2. Culturally-Adaptive Interviewing: adapting my interviewing techniques to be sensitive to cultural norms, values, and communication styles, using appropriate language, considering non-verbal cues, and being aware of potential cultural biases.

3. Reflexivity and Positionality: reflecting on my own biases, assumptions, and positions of power throughout the research process, acknowledging the influence of my own cultural background and actively engaging in self-reflection to minimize potential biases.

4. Collaborative Approach: involving participants from diverse cultural backgrounds as active collaborators in the research process, inviting them to contribute their unique perspectives, challenge my assumptions, and influencing the research design and analysis.

5. Cultural Contextualization: contextualizing my findings within the cultural and social frameworks of the participants, understanding the cultural nuances, historical contexts, and social structures that shape participants' experiences and behaviors.

6. Interpretive Flexibility: recognizing the multiple interpretations and meanings that participants may attribute to their experiences, considering diverse cultural lenses and allowing for richer and more nuanced interpretations of the data.

7. Sensitivity to Power Dynamics: paying attention to power dynamics that may exist between myself and participants, striving for equitable and respectful relationships, and ensuring that participants feel comfortable and empowered to share their perspectives.

8. Ethical Considerations: being mindful that research findings are accurately represented and do not perpetuate stereotypes or harm.

Globo released a study at the end of 2023 with current data for the US:

Take a look at a few interesting highlights from GLOBO's Language Access Field Notes: 

• The Spanish-speaking population continues to grow in all 50 states 

• Chinese languages are now the second most common language other than English in the U.S. 

• There has been a 200% increase in the number of Tagalog speakers since 1980 

• Arabic is now the fastest-growing language population in the U.S. 

• There are now nearly 1.5 million Hindi and Urdu (two of the most common Asian-Indian languages) speakers in the U.S. 

• The number of people who rely on American Sign Language (ASL) to communicate could be as many as two million 

Just a small reminder of why cultural sensitivity should be top-of-mind this year.

Wishing the best for everyone in ‘24!