In this episode of Getting to Aha!, host Darshan Mehta interviews multicultural research expert Kai Fuentes, President and Founder of Ebony Marketing Systems. Kai shares her journey from conducting interviews at age 12 to leading a firm that champions diverse voices. She discusses the importance of cultural sensitivity, creating space for authentic storytelling, and building trust in research. Listeners will gain actionable insights into conducting impactful multicultural studies and balancing qualitative depth with modern tools, such as AI.

Kai Fuentes is the President and Founder of Ebony Marketing Systems, a pioneering figure in multicultural market research with over 20 years of experience in qualitative and quantitative methodologies. As a second-generation market researcher who conducted her first in-depth interview at age 12, she has developed deep expertise in understanding diverse consumer segments and ethnic-bound perceptions. Under her leadership, EMS has become a key player in multicultural research, working with major clients such as McDonald's, Chrysler, and the US Army.

KEY TAKEAWAYS
👉 Kai emphasizes that in qualitative research, “less is more.” By limiting moderator guides to 5–6 essential questions, her team creates space for respondents to reflect deeply on the topic. This open-ended approach encourages subconscious insights to surface, leading to richer, more authentic stories that drive meaningful, human-centered research outcomes.
👉 Kai shares how understanding cultural nuance is essential for successful recruitment. She explains that Latina moms respond better to emails, while AAPI moms need direct outreach and trust-building. These distinctions, rooted in culture, gender, and values, ensure researchers create safe, comfortable environments that elicit genuine insights across diverse communities.
👉 Kai goes on to describe how her firm pivoted from consumer-focused research to social impact work. Projects like improving breastfeeding support for Black mothers now “sing to their soul,” demonstrating how culturally informed research can inform policy, shape public health campaigns, and bring tangible benefits to underserved communities.
👉 Responsible use of AI is a key value for Kai. She explains that her firm uses AI for efficiency, editing emails and developing screeners, but avoids it for core analysis. By keeping human judgment at the heart of insights, they preserve authenticity while preparing for thoughtful tech integration in future research.
👉 Kai reframes research as a relationship, not a transaction. She emphasizes the importance of trust, grace, and creating emotional safety in the research process. By allowing respondents to tell their full stories without judgment or pressure, she and her team uncover truths that wouldn’t surface through more mechanical methods.

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And connect with the host and guests here:
Darshan Mehta on LinkedIn - https://www.linkedin.com/in/darshan--mehta
iResearch Website - https://iresearch.com
Kai Fuentes on LinkedIn - https://www.linkedin.com/in/kai-k-fuentes-b80b2929/
Ebony Marketing Systems Website - https://www.ebonysystems.com/