Qualitative Research Consultants Association (QRCA) - QRCA Views Magazine, Fall 2020

No Place for ROCs to Call Home Currently there is no “home” or national network for ROCs, which presents a different kind of crisis. Because our profession is no longer owned by the agency world, we often find ourselves spread across different companies or within consumer insights departments of various organizations and brands. This has not only hindered the ability for ROCs to find, connect, and network with each other, but it has also created a gap in the marketplace and become a problem for companies seeking the multicultural expertise. Organizations such as Insights in Color and Colour of Research (CORe) are trying to change this reality for the next generation of researchers by challeng- n SCHOOLS OF THOUGHT n By Whitney Dunlap-Fowler n Owner, Touch of Whit Creative n Founder, Insights in Color n Harrison, NJ n whitney@touchofwhit.com T he market research indus- try is the small, unglam- orized cousin of the advertising and tech fields. Unlike its cousins, however, when it comes to diversity, researchers of color (ROCs) are often disconnected and without community. In a year that has pre- sented some of the most intense racial moments in decades, diverse voices in research, insights, and strategy are needed more than ever. Unfortunately, not only does our field lack diversity, but for ROCs, there is also a lack of con- nectivity within it and awareness outside of it. How Market Research Fails Researchers of Color 20 QRCA VIEWS SPRING 2020 www.qrca.org