Metric launched to track inclusivity of ads
The Representation Index (RX) offers real-time analysis of creative assets based on diversity dimensions, including age, gender expression, body type and skin tone. The index will also soon cover accessibility and authority.
Launched at Advertising Week New York yesterday ( 7th October), the index produces scores by industry vertical, brand, campaign and at the asset level.
The index is based on automated AI analysis of around two million assets across 140 countries.
The companies said the RX score would allow marketers to track progress against industry benchmarks.
Shelley Zalis, founder and chief executive, The Female Quotient, said: “As the pioneer of online market research and co-founder of SeeHer and GEM (Gender Equality Measure), I know the power of metrics in driving progress. The RX metric offers brands a comprehensive solution to measure what matters to evaluate and improve their representation in creative content.”

We hope you enjoyed this article.
Research Live is published by MRS.
The Market Research Society (MRS) exists to promote and protect the research sector, showcasing how research delivers impact for businesses and government.
Members of MRS enjoy many benefits including tailoured policy guidance, discounts on training and conferences, and access to member-only content.
For example, there's an archive of winning case studies from over a decade of MRS Awards.
Find out more about the benefits of joining MRS here.
0 Comments