Tufts School of Engineering Event: DEI Colloquium: Dr. Karl Reid

Understanding the market and customer is key in defining the scope of a new venture. There are two parts to this process: First, we need to define the market, come up with a segmentation framework, pick a beachhead market segment to start with, and conduct a quick market sizing and analysis exercise to make sure the chosen segment is big and impactful. Second, we need to build a deep understanding of the target customer through primary market research, utilizing a range of qualitative and quantitative research techniques. This starts with defining an end user profile who is the proto-persona of your primary end user in your chosen beachhead market.

The Case for Diversity and Inclusion, from an Engineer’s Perspective

The United States and the world are in the midst of a watershed moment of racial reckoning. In the wake of global protests for racial justice, billions have been pledged and thousands of companies, universities, and associations have made commitments to dismantle systemic racism and work toward social justice. There’s a reason. For universities to thrive, they must foster an inclusive climate, one in which every student, faculty, and staff member feels that they can bring their whole selves into the classroom, laboratory, and the workplace.

Engineers are astute at tackling complex problems. Who better, than, would be equipped to grapple with the complexity of increasing diversity, and fostering equity and inclusion in higher education, industry, and other domains at scale? This talk from Dr. Karl Reid of the National Society of Black Engineers will synthesize the latest research on diversity into a practical value proposition, through the lens of the engineer. He will make the case for why diversity and inclusion matter, and offer steps to creating more equitable and inclusive campuses and workplaces.

About Dr. Reid

For more than two decades, Dr. Karl W. Reid has been a leading advocate for increasing college access, opportunity, and success for low-income and minority youth. Dr. Reid was appointed executive director of the National Society of Black Engineers (NSBE) in 2014. He came to NSBE from the United Negro College Fund and from positions of progressive responsibility to increase diversity at the Massachusetts Institute of Technology (MIT). Dr. Reid holds a number of leadership positions in collective efforts dedicated to STEM and diversity, equity, and inclusion, including the DC STEM Council and advisory councils/cabinets at the University of Michigan and at Harvard University. He is also a founding member of the 50K Coalition, a national effort to produce 50,000 diverse engineering graduates annually by 2025.

Dr. Reid earned his undergraduate and master’s degrees in materials science and engineering from MIT, and his Doctor of Education from Harvard University.

Understanding the market and customer is key in defining the scope of a new venture. There are two parts to this process: First, we need to define the market, come up with a segmentation framework, pick a beachhead market segment to start with, and conduct a quick market sizing and analysis exercise to make sure the chosen segment is big and impactful. Second, we need to build a deep understanding of the target customer through primary market research, utilizing a range of qualitative and quantitative research techniques. This starts with defining an end user profile who is the proto-persona of your primary end user in your chosen beachhead market.

This workshop focuses on the first part of the puzzle. We will review basic principles of behavioral market segmentation and explore selection criteria for choosing a beachhead market to proceed with. You will have an opportunity to apply what you have learned in interactive exercises. You will emerge from the workshop with the start of a segmentation matrix, beachhead market selection and end user profile, together with a set of templates that will help you continue to work on these foundational exercises on your own time.

Learn more on the event website: https://engineering.tufts.edu/events/diversity-equity-inclusion-colloquium/reid