Latest / The New Mainstream Podcast
Redefining Identity: New Rules for Sampling in Market Research
How consumers choose to identify is changing, breaking away from conventions historically used to categorize and hypothesize about who people are and how they live their lives. Yet, traditional constructs aren’t keeping pace with the evolution of identity and leaves no room for the grey areas an increasing number of consumers choose to live in. For agencies, this presents a challenge. They rely on market research for consumer insights to inform their strategies. But if researchers aren’t asking the right questions about identity, consumers can’t show up in the data authentically. It has…
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