Insights Association Conference Recap: A Time to Celebrate & Inspire

SEEKers Fred Cox (back row, far left) and Dominique Irvin (front row, far right) at the Insights Association Annual Conference. [Photo: courtesy of Sequoyah Green ]

Last week, Dominique Irvin and Fred Cox of SEEK attended the Insights Association Annual Conference in Philadelphia, Pennsylvania. A fellow Black researcher, Kai Fuentes was one of the organizers for this years’ conference and made it her mission to see more of Black researchers both on the conference floor and on the stage.  We walked away with so much to bring back to our team, and wanted to share five takeaways that demonstrate why the Insights Association matters.

1. We see each other. According to an August 2021 article from The McKinsey & Company, 6.3 percent of marketing research analysts and 5.7 of marketing managers in the United States are Black. Being a Black researcher can often feel lonely in this industry and we need to advocate for each other as much as we advocate for the consumers we stand for. We appreciated Kai extending an invitation to us to attend the conference and she offered as much support as she could to ensure that we were present. When Black people push for equity, they go out of their way to make it happen. We thank you, Kai! In two separate instances (as we arrived at different times), we both nearly immediately encountered other Black researchers upon entering the conference. They introduced themselves to us, a gesture that made us feel seen and welcome. Throughout the conference we were able to meet and engage with other Black researchers and have formed what will hopefully be lasting connections. 

2. Empathy. Empathy. Empathy. Seeing the rise, and seeming staying power, of empathy as the basis for research (and overall human connection) has been amazing. The need for us to connect and understand not only our consumers but our colleagues and clients is what truly makes the difference. I think this was best summarized during the presentation from Lego & The Family Room: You feel things before you do things. Understanding that emotions drive behavior and therefore strategy is key to developing insights to move the business and our relationships forward. 

3. The dedication to evolution when it comes to DE&I. As market researchers, we think often about how to advocate for the needs of our audiences, especially in marginalized communities. Sessions on how to ask better demographic questions in more inclusive ways in regards to race and gender (led by InsightsNow and Escalent) and understanding and embracing LGBTQ+terminology (led by Collage Group) hit home as SEEK Company has been investigating these very topics to ensure we are being as inclusive and respectful as possible when recruiting and speaking with consumers. It was amazing to learn more about the modern needs of our consumers and we are ideating about ways to integrate them into our research. 

4. Your purpose has to have a focus. What does your brand stand for? How do you share your purpose? Identifying what drives your brand and what you aim to bring to the world is one thing. Being a purpose-driven brand is another. Kantar and Goldman Sachs drove the point home, using Nike as an example and it stuck; a much needed reminder that your purpose cannot just reside within your company's walls. Once you articulate your purpose and infuse it within your company you must also amplify it to the world. Including others in your purpose can influence change both within your company and in the world. 

5. What We'd Love to See Next for the Conference. While in the lobby at a table with other Black researchers, Tim Hopkins approached and asked what feedback we could offer about our experience at the conference. A few offered some suggestions, but we promised to follow up with more once the conference was over. When he left, Sequoyah Glenn continued that dialogue and suggested we consider a retreat for Black researchers as our experience navigating consumer market research has its own set of needs. We thought that idea had potential, and would love to see that bridge between Black researchers and the Insights Association. 

SEEK’s vision is to humanize innovation for the world. It is our added intention as Black researchers to not only represent the interest of underrepresented consumers but to protect their culture. Insights Association provided a platform for us to learn, connect, and increase our commitment to empathetic research. If you want to learn more about how we do our work, let's keep the conversation going! Follow us on LinkedIn or email us directly at dominque@seekcomapny.com and fred@seekcompany.com.