But sourcing sample providers who are well versed in the complexities of fielding multicultural data are few and far between. Panels are often underfunded and under supported. Not enough resources are invested in attracting, engaging, and retaining multicultural respondents due to factors like budget. This underinvestment is especially problematic when sourcing hard to research audiences like Gen Z, who make up the lion share of multicultural consumers in the U.S. today. With limited access, vendors struggle to strike a balance between over and underusing minority samples or have trouble finding minority respondents who aren’t survey or sample fatigued.
This week on the The New Mainstream podcast, Joi Gladman, Vice President of Field Operations at Edge Research, discusses ways the sample industry can attract and retain more multicultural respondents and tackles top issues affecting the integrity of sample data collection.