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Diversity & InclusionMeasurement Resource
HOW TO GET STARTEDJeannine Shao Collins — [email protected] Sarathy — [email protected]
TO LEARN MOREGender Equality Measure (GEM)
SEGMENTS MEASURED• Female • Male • African-American • Hispanic English• Hispanic Spanish• Non-Hispanic White• Age 18–55+
METHODOLOGY• 4 predictive questions that uncover unconscious gender bias of female and male characters in ads and programming. • Survey based. Open Source• Female Benchmark: 104 / Male Benchmark: 105
MINIMUM # OF ADS REQUIREDBased on member level, minimum of 5 ads tested and up to 20 ads
TIMINGTurnaround time on full reporting and analysis is 5–7 business days
AVERAGE SCOREIndex of 100 is equivalent to an average performing GEM scored ad
ESTIMATED PRICING• Standard Ad :30 Sec: $300 • Multicultural Ad :30 sec: $600 • Spanish Language: $675 • Global Prospect: $1,435
PROS• Global Industry standard for measuring gender bias in ads and programming. • Robust multicultural measurement.• Testing available in 14 countries. • Multi-platform norms and benchmarks.• 4 years of trending. • Proven attribution model correlating high GEM® scores in ads and programming to increased sales of 2x to 5x.
CONS• Needs greater adoption in the marketplace and consistent testing by marketers across platforms, markets and multicultural segments
GEM™ Gender Equality Measure
CIIM™ Cultural Insights Impact Measure™
HOW TO GET STARTEDCarlos Santiago — [email protected]
TO LEARN MORECultural Insights Impact Measure (CIIM)
SEGMENTS MEASURED/“SEGMENTS READABLE AT AD LEVEL”• African American• Asian English• Asian Native Languages• Hispanic English• Hispanic Bilingual• Hispanic Spanish• LGBTQ
METHODOLOGY• CIIM™ measures the level of cultural relevance perceived by various segments in ads and programming and how inclusion and acurate reflections impact effectiveness and sales lift. • Respondents of all racial/ethnic sgements evaluate ads yielding a set of scores and cultural attributes ratings by segment for every ad/show to allow marketers to understand and optimize the perceptions of all segments.
MINIMUM # OF ADS REQUIRED1
TIMING2–3 weeks to dashboard report, timing depends on incidence of primary target
AVERAGE SCOREAverage aggregated scores by segment in a scale from 0 to 200 where 0 means culturally inaccurate/offensive, 100 means neutral, and 200 means completely accurate cultural portrayal:• African American 147 = 3rd Quartile• Hispanic 153 = 2nd Q• Non-Hispanic White 137 = 2nd Q• Total Weighed 141 = 2nd Q
ESTIMATED PRICING• $4,000 to $6,500 per ad for Ad Effectiveness KPIs, Cultural Attributes and CIIM scores by ad/show for AA, Hispanic, WNH, and Total Weighed• 30–40% discounts to AIMM members • Frequency discount based on # of ads committed in a year• 50% discount for ads with MMM participating in Attribution validation
PROS• Only measure that gauges the perceived cultural relevance in ads and content by each segment and how this impact purchase intent.• CIIM Attribution Validation 1.0 found that culture explains 40% of the sales lift • Ads with high cultural relevance, that is, with CIIM scores in the top quartile (Best-In-Culture), have 3 times the Purchase Intent of ads scoring in the lowest quartile
CONS• New metric gaining scale and increasing category norms across 20 categories• Case Studies of CIIM application across the marketing process are in development
• People with Disabilities• Non-Hispanic White• Male• Female• 18–34• 35+
HOW TO GET STARTEDElizabeth Kirkpatrick — [email protected]
TO LEARN MOREGeena Davis Inclusion Quotient (GD-IQ)
SEGMENTS MEASURED• Gender• Race/Ethnicity (Black, Asian, Latinx, indigenous, Middle Eastern, S/SE Asian)• LGBTQ+• Disabilities• Age (50+) • Body size
METHODOLOGY• A combination of automated machine learning analysis and expert human content analysis. • The units of analysis are characters and storylines in film, television, video games, advertising, packaging, scripts, storyboards, etc.
MINIMUM # OF ADS REQUIREDDepends upon the study/ universe of assets to be analyzed.
TIMINGDepends upon the study/ typically a 2-week turnaround.
AVERAGE SCORE1. Individual scores assigned for gender, race, LTGBQ+, disability, age, and body size representations2. Overall Geena Score assigned3. Individual assets assigned green, yellow, red rating for each identity
ESTIMATED PRICINGApproximately $20,000 per 500 ads.
PROS• Scores based on research rubric, so less subjective• In-depth tropes, stereotypes, and slurs analysis
GD-IQGeena Davis Inclusion Quotient
HOW TO GET STARTEDElly Ianson — [email protected]
TO LEARN MOREUnstereotype Alliance
SEGMENTS MEASUREDCategory representativeness on all age/gender/race/ethnicity aspects
METHODOLOGY• A single question on a 5-point scale about main character/s portrayed; added to advertising-specific research (pre-testing, ad tracking). • Ad characteristics coded for meta-analyses.
MINIMUM # OF ADS REQUIREDUA members get their ad scores and Norms relevant to category/market of interest.
TIMINGDepends on associated researchNorms updated continuously as ads get added to database
AVERAGE SCOREFor each ad, % endorsement on UM scale, cut by gender, and compared to Norms (Median, Best-in-class) in the market x category
ESTIMATED PRICINGFree add-on to client-sponsored research
PROS• Simple and easy to adopt• Global scale (56 countries; 29 categories)• Normative data and meta-learnings shared periodically to Alliance members.”
CONS• Survey-based approach; can adopt AI-based scoring once database builds in volume
UNSTEREOTYPE ALLIANCEUnstereotype Metric
HOW TO GET STARTED TO LEARN MORE SEGMENTS MEASURED "SEGMENTS READABLE AT AD LEVEL” METHODOLOGY MINIMUM # OF
ADS REQUIRED TIMING AVERAGE SCORE ESTIMATED PRICING PROS CONS
GEM™
Gender Equality Measure
Jeannine Shao Collins [email protected]
Latha Sarathy [email protected]
Gender Equality Measure (GEM)
• Female • Male • African-American • Hispanic English• Hispanic Spanish• Non-Hispanic White• Age 18-55+
4 predictive questions that uncover unconscious gender bias of female and male characters in ads and programming.
Survey based. Open Source
Female Benchmark: 104 Male Benchmark: 105
Based on member level, minimum of 5 ads tested and up to 20 ads
Turnaround time on full reporting and analysis is 5–7 business days
Index of 100 is equivalent to an average performing GEM scored ad
Standard Ad :30 Sec: $300 Multicultural Ad :30 sec: $600 Spanish Language: $675 Global Prospect: $1,435
Global Industry standard for measuring gender bias in ads and programming.
Robust multicultural measurement.
Testing available in 14 countries.
Multi-platform norms and benchmarks.
4 years of trending.
Proven attribution model correlating high GEM® scores in ads and programming to increased sales of 2x to 5x.
Needs greater adoption in the marketplace and consistent testing by marketers across platforms, markets and multicultural segments
CIIM™
Cultural Insights Impact Measure™
Carlos Santiago Carlos@santiagosolutions-
group.comCultural Insights Impact
Measure (CIIM)
• African American• Asian English• Asian Native Languages• Hispanic English• Hispanic Bilingual• Hispanic Spanish• LGBTQ• People with Disabilities• Non-Hispanic White• Male• Female• 18-34• 35+
• African American• Asian English• Asian Native Languages• Hispanic English• Hispanic Bilingual• Hispanic Spanish• LGBTQ• People with Disabilities• Non-Hispanic White• Male• Female• 18-34• 35+”
CIIM™ measures the level of cultural relevance perceived by various segments in ads and programming and how inclusion and acurate reflections impact effectiveness and sales lift.
Respondents of all racial/ethnic sgements evaluate ads yielding a set of scores and cultural attributes ratings by segment for every ad/show to allow marketers to under-stand and optimize the perceptions of all segments.
12–3 weeks to dashboard report, timing depends on incidence of primary target
Average aggregated scores by segment in a scale from 0 to 200 where 0 means culturally inaccu-rate/offensive, 100 means neutral, and 200 means completely accu-rate cultural portrayal:• African American 147 = 3rd Quartile• Hispanic 153 = 2nd Q• Non-Hispanic White 137 = 2nd Q• Total Weighed 141 = 2nd Q”
$4,000 to $6,500 per ad for Ad Effectiveness KPIs, Cultural Attributes and CIIM scores by ad/show for AA, Hispanic, WNH and Total Weighed.
30-40% discounts to AIMM members.
Frequency discount based on # of ads committed in a year.
50% discount for ads with MMM participating in Attribution validation.
Only measure that gauges the perceived cultural relevance in ads and content by each segment and how this impact purchase intent.
CIIM Attribution Validation 1.0 found that culture explains 40% of the sales lift.
Ads with high cultural relevance, that is, with CIIM scores in the top quartile (Best-In-Culture), have 3 times the Purchase Intent of ads scoring in the lowest quartile.
New metric gaining scale and increasing category norms across 20 categories.
Case Studies of CIIM application across the marketing process are in development.
GD-IQGeena Davis
Inclusion Quotient
Elizabeth Kirkpatrick [email protected]
Geena Davis Inclusion Quotient (GD-IQ)
• Gender• Race/Ethnicity (Black, Asian, Latinx, indigenous, Middle Eastern, S/SE Asian)• LGBTQ+• Disabilities• Age (50+) • Body size
A combination of automated machine learning analysis and expert human content analysis.
The units of analysis are characters and storylines in film, television, video games, advertising, packaging, scripts, storyboards, etc.
Depends upon the study/universe of assets to be analyzed.
Depends upon the study/ typically a 2-week turnaround.
1. Individual scores assigned for gender, race, LTGBQ+, disability, age, and body size representations 2. Overall Geena Score assigned 3. Individual assets assigned green, yellow, red rating for each identity
Approximately $20,000 per 500 ads.
Scores based on research rubric, so less subjective
In-depth tropes, stereotypes, and slurs analysis
UNSTEREOTYPE ALLIANCE
Unstereotype Metric
Elly Ianson [email protected]
Unstereotype AllianceCategory representativeness on all age/gender/race/ethnicity aspects
A single question on a 5-point scale about main character/s portrayed; added to advertising- specific research (pre-testing, ad tracking).
Ad characteristics coded for meta-analyses.
UA members get their ad scores and Norms relevant to category/ market of interest.
Depends on associated research
Norms updated continuously as ads get added to database
For each ad, % endorsement on UM scale, cut by gender, and compared to Norms (Median, Best-in-class) in the market x category
Free add-on to client-sponsored research
Simple and easy to adopt
Global scale (56 countries; 29 categories)
Normative data and meta-learnings shared periodically to Alliance mem-bers.
Survey-based approach; can adopt AI-based scoring once database builds in volume
