IDEA Council

IDEA Council

The Insights Association's IDEA (Inclusion, Diversity, Equity and Access) 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.

The work of the IDEA Council is structured on four pillars: Inclusion, Diversity, Equity and Access. For each, there are initiatives aimed at improving both the Profession and the Research.

To make advancements within the insights profession, work will include: Building a common and current lexicon, hosting community dialogue, expanding representation of marginalized groups at organizations and events, supporting education and career advancement, developing pay and organizational diversity and career advancement metrics and benchmarks.

To help ensure truly representative research and mitigate bias within insights and analytics work, there will be cultural competency and literacy education, establishment of sampling and holistic insights best practices, and work to build long-term engagement with research participants in underserved populations. IA member companies are invited to pledge their support for these initiatives.

Companies with greater gender, racial, and ethnic diversity, including in their leadership ranks, outperform their peers – so, these efforts stand to provide real, tangible benefits to IA members. The Council's work also will help business, government, and the media by increasing the volume of accurate and trustworthy information to fuel discussion, understanding and decision making.

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  • IDEAtor Apprenticeship Program
  • The IDEA Toolkit
  • IDEA Council Members
  • IDEA Council Reports

IDEAtor is a 12-month paid, remote apprenticeship for diverse college graduates, vocational and/or early career professionals to gain practical real work experience.

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IDEA Council

The IDEA Toolkit

This first edition toolkit offers a guide to insight professionals and leaders on how to create inclusive, diverse, and equitable organizations and insights

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IDEA Council Members

Under the four pillars of Inclusion, Diversity, Equity, and Access, the IDEA Council comprises market research leaders and executives committed to improving both the profession and industry.

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IDEA Council Reports

The IDEA Council conducts and publishes a range of studies on diversity and inclusion to provide accurate and trustworthy information to fuel discussion, understanding and decision-making.

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Reports by the IDEA Council

The Evolution of Demographic Questions

Insights Association’s IDEA Council published its first report on diversity, equity, and inclusion in the market research and consumer insights industry.

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Diversity, Equity, and Inclusion, Professional Representation Report

Insights Association’s IDEA Council published its first report on diversity, equity, and inclusion in the market research and consumer insights industry.

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On Good Terms: How to Ask Race and Ethnicity in Inclusive and Sensitive Ways

This research originated with a position paper by the IDEA Council that recommended testing different demographic questions.

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Why Members Continue to be a Part of our Growing Insights Community


The advocacy initiatives IA provides and the opportunities for additional learning for our team are critical. We attend webinars whenever possible and come away with information that helps us move forward. We are glad we came back to our IA membership.

Jack Semler
Readex Research

My membership with IA is one of the single most valuable memberships I hold as a corporate researcher today. The learning and collaboration opportunities are endless. Most important, as an inaugural member of the IDEA Council, the IA shows no signs of DEI fatigue, we are in it for the long haul and I’ll be there as long as these phenomenal pioneers in this space will have me!

Dr. Tchicaya Ellis Robertson
Senior Principal, Thought Leadership

We consider IA the best source of information for the market research community. Through its federal advocacy work, it provides members with critical information on the regulations impacting our industry. It was also instrumental in helping our company become certified to the ISO 20252 international quality standard, as well as the Privacy Shield Program for compliance with privacy laws that use the GDPR framework.

Jorge Restrepo
President & CEO
EurekaFacts, LLC

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