Amanhã, a Suprema Corte dos Estados Unidos ouvirá argumentos sobre se o governo pode adicionar uma pergunta sobre cidadania ao censo de 2020. Ao adicionar essa nova pergunta, os demandantes no caso argumentam que a participação no censo será suprimida, causando uma subcontagem significativa.
At Nielsen, we’ve worked with data for almost 100 years. We know data science. And we know that adding an untested question to this census is bad science and will likely lead to a significant undercount of the U.S. population. In particular, we believe that young, multicultural people—a consumer segment that will be the main driver of economic growth for the next decade—are at great risk of being underrepresented.
To that end, we’ve filed a “friend of the court” brief with the Supreme Court supporting the exclusion of a citizenship question to the 2020 decennial census. We’ve outlined our concerns that such a question could present for businesses today in an Op-Ed in the New York Times.
O objetivo de realizar um censo a cada 10 anos é obter uma contagem completa e precisa da população do nosso país. Se o governo conseguir adicionar a questão da cidadania ao censo de 2020, o censo conterá dados falhos que terão consequências de longo alcance para o comércio e a mídia dos EUA, o varejo e as empresas de bens de consumo embalados. Bilhões de dólares dependem dessas contagens.
Nielsen, in particular, relies on the U.S. Census data. We use it at a town-by-town, block-by-block level to determine the makeup of our measurement panels. In turn, this data allows us to provide measurement and analytics services to our clients. It is our panel participants—representative of their particular demographics, including race, age, gender, socioeconomic class, and other characteristics—together with large data sets, that allow us to project the ratings of a particular piece of video content, the market share of a beverage manufacturer, or what products to stock and where to site physical stores.
Nielsen is the gold standard when it comes to measurement and data science. Our rigorous methodology allows us to measure what people watch, buy and listen to while accurately representing U.S. diversity. That’s why we’re committed to advocating for a sound research approach to the Census. If the U.S. Census data is inaccurate, businesses won’t know their customers exist—they won’t plan for them and won’t reach them, leaving perhaps hundreds of millions of dollars on the table.
Uma das razões pelas quais tenho orgulho de liderar a Nielsen é que empregamos princípios confiáveis e justos de ciência de dados. Gastamos milhões para garantir que todas as pessoas sejam representadas em nossas medições. Para manter a integridade dos dados sobre a população do nosso país, é essencial que ninguém seja dissuadido de preencher o censo. Contar todos faz toda a diferença no mundo.
To read this article in Spanish, visit our Latinx community site.
