TRIP | The Research Inclusion Project

This is a Live Recording with guest Stacy Penna of Lumivero recorded at TQR (The Qualitative Report). Stacy is Lumivero's Growth Marketing Director and host of Between the Data, a NVivo Podcast Series. She shares her thoughts on the importance of inclusive insights with TRIP on the TQR stage, with time built for audience Q&A. 

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As the Growth Marketing Director of Lumivero’s research software: Citavi, NVivo, @RISK and XLSTAT, Stacy is committed to managing the research growth marketing team to develop global campaigns from strategy to final marketing execution. Her team develops and implements successful marketing initiatives, such as thought leadership events, the Lumivero Community, Lumivero Conference, across digital and traditional channels to promote their software globally. 

Tune in to hear more about Discover’s Equity Sequence Model and their recent ESG Report: https://www.discover.com/company/esg/2022-esg-report/home/?cmpgnid=leap____&utm_campaign=&utm_medium=LEAP&utm_source=LinkedIn.

And try Jessica's tip to 'language challenge' yourself using The Micropedia of Microaggressions https://www.themicropedia.org/

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As Director of Consumer Insights, Jessica uses consumer insights to drive growth in Discover's lending and deposits products. She leads a team of insights professionals, with expertise across the product suite, combining macro consumer trends, competitive intelligence, syndicated data, and custom qualitative and quantitative research to drive decision making. She has a passion for understanding the "whys" behind consumer behavior and choices through consumer research. 

https://www.linkedin.com/in/wblanquet-warren/

⁠https://www.linkedin.com/in/jillkbishop/⁠ 

⁠https://www.linkedin.com/company/multilingual-connections⁠ 

⁠https://www.facebook.com/multilingualconnections⁠ 

⁠https://www.instagram.com/multilingual_connections⁠ 

⁠https://twitter.com/m_connections⁠  

• LinkedIn - https://www.linkedin.com/in/aichaly/
• SITB LLC - https://www.sitbstudio.com/
• TEDx Talk - https://www.youtube.com/watch?v=AxgQ0WqV0Zc&t=2s
• VoxPopMe - https://site.voxpopme.com/
• OpenSignal - https://www.opensignal.com/

• C-Space's Inclusive Screener Report
• C-Space's DEI Mindset Map

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Kisha Payton is currently Global Chief Diversity, Equity and Inclusion Officer at C Space, where she brings over 15 years of experience building cross-functional teams that make change happen. A graduate of Spelman College and Duke University School of Law, Kisha combines her nonprofit, legal and for-profit backgrounds to help companies change the way they view Diversity and Inclusion. She currently resides in Atlanta, GA with her son Lawson where she spends her spare time as an amateur iPad artist.

Sequoyah, a data-driven marketer and media disrupter in Atlanta, GA affectionately known as DataBae, has been in the marketing industry for 10+ years. After gaining valuable experience from organizations big and small, Sequoyah chartered her own path, becoming a solopreneur and founding a boutique marketing agency, 924 CoOperative in 2021 and a greeting card line, HappyResignationDay.com, in 2022.

https://belongingbeginswithus.org/
https://lovehasnolabels.com/

Archie, host of the I Am Not From Here podcast joined us on T.R.I.P to give voice to the migrant experience as a global citizen, UX researcher, and community wrangler. Tune in to hear how her cultural experiences challenge the research community to broaden their migrant point of view.

“Everyone says POC is people of color, I disagree. I think POC is a Pocket of Culture. As a society, we are not valuing people from different cultures and utilizing their knowledge. We are taking the time to understand the cultural variations, inherent bias, and the context in the decision-making process.” – Archie

Catherine “Mickey” Hill
Founder of Advanced Insights
Qualitative Research Expert

Mickey is a highly accomplished, passionate market research professional with a proven track record of delivering consumer insights and strategies that help build brands and grow businesses--from funded tech start-ups to Fortune 100 and 500 companies.

Mary Ann Mendez
Research Accessibility Consultant & Director-at-Large on the Northwest Insights Association Board

Mary Ann is a research accessibility consultant with 20 years of market research data collection, field operations, and project management experience. She guides clients by testing qualitative and quantitative data collection surveys and research platforms to ensure these are accessible to people with disabilities. With over 20 years of experience working in research as a blind professional, Mary Ann offers a unique combination of field operations and data collection expertise along with accessibility testing as it relates to quantitative and qualitative research platforms and venues.

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Mary Ann walks us through her journey from project management to becoming a go-to resource for researchers wanting to better accommodate participants with disabilities. Today she works directly with platforms directly to set the standards and guide both the accessibility and usability of research tools.

“Accessibility is changing but usability is struggling. Understand that you have an opportunity to design your research from the beginning to include people with disabilities“ – Mary Ann

She’s an advocate of ensuring disabled participants are not excluded from research and emphasizes that small, simple shifts and inexpensive adjustments are sometimes all that is needed to accommodate participants of all abilities. She shares examples of simple accommodations that manage to make all the difference!

Some tips from this episode:

• Let participants speak with themselves
• Expect that they can participate
• Expect that participation may require an alternative technique
• Expect you won’t know what that technique will be, so ask your participants what you can do to accommodate their needs

Episode mentions:

• Inclusive Research: Making Research Accessible to People with Disabilities - QRCA
• Inclusive Research: Making Research Accessible to People with Disabilities: QRCA DE&I Task Force Monthly Series
• How to Write Great Alt Text — And Why It Matters
• Accessibility Fundamentals Overview 
• What is a screen reader?

Nikki Yeboah
San José State University - Assistant Professor of Communication Studies
Nikki.yeboah@gmail.com
https://www.nikkiyeboah.com/research.html

SHOW NOTES

Hear how to ‘review your own identities before going into the field’ from ethnographer, oral historian, storyteller, and educator Nikki Yeboah.

Nikki reminds us that the insights field needs to look like everyone and while retrofitting inclusivity is not ideal, it’s what we’re all going to encounter in our work. She encourages us to restructure insights projects to give us the space to be inclusive in work and to value difference when the world is being organized around those insights - start from that perspective and build out.

“{Inclusion} It’s not passion that informs my work, it’s necessity. I am a part of a demographic that is often silenced. Doing this work is including myself My ritual is to journal before and after about who I and what makes my interview subject who they are on the table. Then go through what you’ve analyzed and how it impacted them” - Nikki

TIPS FROM THIS EPISODE:

• Reflect on your own identities – with any respondent, even more important for marginalized groups or sensitive topics you need to reflect before and after. It is the first step I take before going into the field. I begin by reflecting upon and journaling who I am (recognizing all my identities), understanding how that may affect the interview, and what perspectives that will bring to the context of the conversation. Also, we often forget that respondents see us and assess us during the interview. Our presence, appearance and identities impact what they reveal in the conversation. “It is not a 1-way mirror.” 
• Never short cut time to build rapport – It may take more than 1 interview, and longer than 1 hour. If you are going to a community that is not familiar or uncomfortable, then give time and space to really gain the insights needed to answer the objectives of the work. 
• Be wary of research routines – I encourage researchers to be open to stepping back, re-assessing, and approaching each project with new eyes. In international countries, we value our partnerships and have a conversation with difference and respect. It would be great if we gave the same space in our own country. We may need to do an ego check so that we understand the differences within our own USA culture and acknowledge how our research routine might not work with every and all communities. We are not a homogenous culture. It is both the most difficult part of our country and the most incredible. 
• Be open to approaching every new project outside of your comfort zone when you’re working with an unfamiliar community to you. We might need to re-approach our approach!

MENTIONS

Some of the questions I ask myself before entering the field can be found in the Methods section of Critical Ethnography: Method, Ethics, and Performance 3rd Ed. By D. Soyini Madison, under Lay Summary.

Katie Koehler
Riot Games - Creative Products Researcher
Find her on LinkedIn

Katie helps teams at Riot Games develop their strategies and make data-informed decisions during product development. She works with teams that are responsible for building out the world that Riot's in-game characters live in (like the Marvel universe) through cinematics, short stories, and television shows. She helps teams consider how they can make content that resonates with a diverse audience (women are gamers, too!) and how they can ensure Riot's in-game characters represent the diversity of League of Legends' expansive player base.

Jocelyn Monahan
Riot Games - Associate Analyst, Central Player Dynamics
Find her on LinkedIn

Jocelyn primarily is dedicated to systems that help drive the ways players interact with each other socially in our games. She is passionately dedicated to inclusivity both for people playing games and in the gaming industry and positive social design. Her career started in publication on social research and then evolved to understand player behavior within the gaming dynamics at Riot Games.

SHOW NOTES

Riot Games has been expanding their offerings and seek new ways of collecting data methods that reach beyond the current profile of their League of Legends player, and a need for more representation of diverse demographics. Katie & Jocelyn have been leading the research efforts to making the impact with reaching and learning from new audiences while taking more inclusive approaches. As Katie says: “Be inclusive in your design of your inclusive research”.

Katie & Jocelyn share how internal feedback has become a central point of learning and help set up for success before demographic, gender, and data collected for player representation (and the legal practices as well!). They have found identity spaces helped navigate inclusion within their own community of employees to help a more collaborative effort and open for others to share their own cultural perspective that create a representative environment.

They also shared the social experience is another part of player research where they need to understand data, and process of research planning for cohorts that are not often included because they are currently considered the “outlier”. For example, cannot design for women based on survivor bias. We can’t use data that only center  points on those that have “thick skin” who can ignore the negative comments and do not leave the game because they can tough it out.

“Creating internal documentation or ‘research on research’ if you will has become my new checkpoint of my discovery process for inclusivity in my practice”
– Katie Koehler 

“Collaboration has been most useful for me. Going across different products with the same purpose in mind gives more perspective and eyes on what will make the most impact.”
– Jocelyn Monahan