As an agency largely focused on the multicultural demographic, Highbrid Media has been most solicited, and perhaps more successful in delivering the West Indian consumers to our clients above all other groups. The lack of reliable West Indian market research data has been a phenomenon facing our industry for decades. While some marketers historically have chosen to combine these groups with the African American consumers that share their skin complexion, the reality is they don’t share many other common threads in behavior. Still others, frustrated by the lack of valuable research, elect instead to ignore the audience all together. Both methods have proved costly and lazy as this viable marketplace remained largely elusive despite a steady growth in buying power. So why has West Indian market research data been so unreliable? We explore.