LM: I am so loving this conversation. This is fantastic. I really wanted to add to what Morgan had to say primarily from the qualitative experience. I think as researchers and analytics people, we're navigators we're interpreters, if you will. And we can help to push clients whether they be inside or external to try new things. And so, for example, I've had several experiences where there was a traditional client and they're used to doing the traditional survey and we've always done it this way. And then you're thinking, "Well, you say that your challenge is this, this is the problem that you want to solve. And these are the audiences that you want to read. Have you considered A, B and C?" And I've actually had the pleasure of being able to sway a client, whether it be internal, external, from what they wanted to do and what they said they're going to do into something new.
And I think that's really important that we do. That we actually see, or we guide clients as well. The other thing that I think is important is, really the role. When you look at more of a qualitative experience, you really have the opportunity to influence diversity inclusion. So when you look specifically at ethnographies, and I love ethnographies, or focus groups. This is really when you can help the client understand, why diversity inclusion is so important because you're actually talking to people who are going to look like the people that you're trying to reach. Right?
And so a lot of those inherent biases of like, "This is what our client looks like." It melts away when they start to see that people are not that little box or persona that they've created perhaps out of thin air, that they actually look like different people. Right? And to your point earlier, Jessica, that they do have the income, right? And so, you can suddenly get them out of their comfort zone and their biases by having that actual human being in that physicality. The other piece that I wanted to talk a little bit about is, as it relates to the role of the analytics or researcher. I've been in a number of pitches or discovery meetings where, let's say the salesperson, that a biz-dev does all the talking. And I felt that it really wasn't instructive. But really when the analytics or the researcher was in the room, they were able to prove and get far more impactful information, which helped the agency derive great insights or really great research plan.
So just wanted to shadow to those analytics people that, push to make sure that you're in that pitch. Push to make sure that you're in that discovery session with the stakeholders, because you really are going to bring that value, that extra dollars and cents that was not intended before.
TR: Yeah. I just want to add this. Somebody told me once that, common sense isn't so common. Let me just say this thing. And this is the thing that I keep seeing over, and over, and over again. Because Leslie, when you say we're translators, man, oh man. Are we ever? Let me give you an example and I'm sure everybody's heard this, and with this environment again, right? The backdrop of these pipeline discussions, we can't find black. So you're trying to recruit at the HBCU, right? Okay. Now, I didn't go to an HBCU, I didn't. I went to what we call a PWI, a predominantly white institution. But don't send the white lady, right? To go to recruit at the HBCU. When you explain that, it's so critical for you to understand, you might not be able to connect. You can't translate. So when I think about that, and it doesn't say all of your recruiters need to be black, but there is a connection, a language, there are some questions that I'm going to ask a black recruiter that I probably don't feel so comfortable asking a white recruiter.
Now think about a research group, right? A moderator going into, let's just say, I know that there is a challenge with, this is a real problem. With black teachers, right? There's not enough black teachers. And the research says that, if you want to encourage, and motivate, and reduce children that are black, right? From dropping out of school, you need to have a same race teacher. So if it's a Latin X child, you need a Latin X teacher. It's going to reduce that. So when you think about, who do you need to send into the room to talk about these issues with black teachers, about why they're not staying in the field, or what can get me motivated to stay in the field? And then, the surprise when it says, "We might want to get a black moderator." Because there's probably issues at play that a white moderator isn't going to understand to ask, right?
There's different things that I'm going to even share. Because I know that perhaps, and I'm not picking on you, Morgan, but if you send Morgan in a room to talk about my blackness, and she's supposed to go and interpret that to the folks that are making the decisions, you're going to lose some contexts. You're going to lose some things in the process. And I think we have to be more careful about how important it is. Just like a black medical doctor. There's things that my black medical doctor is going to connect me differently on than maybe my white medical doctor. And I hate to even go here and say this, but it's so culturally important to have that alignment in life. And then when you think about having that alignment in research, it's the same exact thing. So how can you truly extract the knowledge and tidbits and understanding when you can't necessarily connect with your audience, right?
You can't connect with the person that you're trying to glean all these motivations and things that we have to glean out of it. So I say all that to say, even though I'm not blah, I don't like qual. Don't make me do qual research please. But if you do, I think those of us who are making the decisions about the research team that does it, or the moderator that does it, we have to understand that it's so important to send into the ground the people that can understand who's on the ground and then use that to your benefit. I mean, you deserve that. You pay for the research to do it right. And I think we're still not quite there yet, when it comes to making sure all the right people are in the room.
And it floors me how that isn't just a thing that we should know. It's just something that we should know, but we don't know, but it's so important. I don't know. I just wanted to add that. You're not going to get that flavor out of a survey, so to speak, but it's so critically important to have that match up when you in a qual situation. I just had to add that.