Sequent Partners find faults in coverage, accuracy of multicultural-marketing data

Research by Sequent Partners and the Alliance for Inclusive and Multicultural Marketing (AIMM) found significant gaps in the data used to inform multicultural campaigns.

New research demonstrates that, despite all sorts of public declarations and good intentions, there are two clear failures on the path to truly inclusive marketing research:

  • brands don’t question how multicultural identity is captured or attributed;
  • data providers don’t offer sufficient proof of accuracy or coverage claims.

And the Alliance for Inclusive and Multicultural Marketing (AIMM), an affiliate of the Association of National Advertisers (ANA), recognizes that problems of measurement accountability – along with accuracy, quality, and affordability – stand in the way of brands that want to break out multicultural data from general-market data.

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