Survey-Based Data: The Key to Solving Multicultural Data Challenges

The recent Portada article, "PHD, UM, and D'exposito Urge for Multicultural Data Improvements," highlights the urgent need to address multicultural audience data issues in the face of privacy legislation and evolving consumer expectations. "As someone deeply invested in advancing data-driven marketing for diverse audiences, I’d like to present survey-based data as the solution to the challenges outlined," says Mario Carrasco, Co-Founder and Principal at ThinkNow, and author of this article.

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1. Privacy Compliance Without Sacrificing Accuracy

State consumer privacy laws increasingly restrict the use of sensitive data like ethnicity and race. Unlike inferred or aggregated datasets, survey-based data relies on self-reported information where respondents explicitly consent to share their data. This consent-driven model aligns seamlessly with laws like GDPR, CCPA, and emerging state regulations, ensuring ethical and legal data use.  Key Insight: Survey-based data is inherently transparent, meeting compliance standards without compromising the granularity needed for multicultural marketing.

2. Survey Data: Countering the “Erasure” of Multicultural Audiences

As the article notes, removing direct identifiers of race and ethnicity can unintentionally erase these communities from targeting frameworks. Survey-based data retains the richness of multicultural identities by directly asking respondents to identify their ethnicity, cultural preferences, and behaviors. This creates a foundation for accurate representation without relying on outdated proxies like language usage.
Example: Assuming someone listening to Bad Bunny speaks Spanish is as flawed as assuming they’re Hispanic. Survey-based data eliminates such assumptions by capturing audience self-perception and behavior directly.

3. Improved Measurement and Attribution

The industry’s struggle with attributing ROI to multicultural campaigns is amplified by insufficient audience data. Survey-based datasets empower brands to link ad performance to specific cultural segments, providing a clear picture of what works and why.
Implementation: By layering survey-based data into programmatic platforms, advertisers gain actionable insights into engagement metrics across diverse groups, bridging the gap between cultural relevance and measurable outcomes.

4. Empowering Brands to Advocate for Multicultural Spending

As noted, brands like PepsiCo are demanding better connections with multicultural audiences. Survey-based data equips advertisers with the tools to justify investments in these segments, backed by data that proves campaign effectiveness. The Opportunity: By leveraging survey-based data, brands can ensure their multicultural efforts resonate authentically and drive results, even in an era of heightened privacy scrutiny.

5. Survey Data: Future-Proofing Multicultural Marketing

As privacy laws expand and data deprecation challenges intensify, survey-based data offers a scalable and adaptable solution. Its zero-party nature ensures it remains compliant, while its precision addresses the growing demand for culturally nuanced marketing.

 

 

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