GreenBook Podcast: Is your sample representative?

Our CEO and Founder, Lilah Raynor, was recently honored to be asked to speak on the GreenBook podcast with Lenny Murphy. She was joined in the discussion by Tim Cornelius (Director of Operations at QuestionPro and CEO at P3 Technology) and Keyona Osborne (Senior Research Manager at Accelerate). The topic was on “Is your sample representative? Exploring inclusivity.”

Lilah is a member of the Insights Association IDEA (Inclusion, Diversity, Equity and Access) Council. The council “works to fulfill a mission to deliver measurement, education, and standards of excellence to address the lack of representation in the insights profession and the populations it researches.” Lilah—along with the whole council team—recently participated in the first wave of their highly collaborative study on “The Evolution of Demographic Questions.” The first wave covered how to ask demographic questions on race and ethnicity.

Prioritizing Inclusivity and Accessibility

Because of her work on the IDEA Council, as well as her experience with other organizations working on inclusivity like Commonwealth and Women in Research, Lilah was able to explore the importance of representation with Greenbook. She and the other podcast guests talked about sample inclusivity in market research; accessible content and accessible surveys; recruitment criteria; and research considerations for race, ethnicity, culture and socioeconomic status. Listen to the podcast for more on the business case for prioritizing inclusivity and accessibility in market research design!