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Conducting Market Research With African Americans

We've grouped together all the information our site contains on market research with African Americans to help you quickly and easily find related articles, companies, events, jobs, associations, glossary definitions and more.

Related Articles

There are 18 articles in our archive related to this topic. Below are 5 selected at random and available to all users of the site.

African-Americans express optimism as millennium approaches
JRH Marketing used focus groups to investigate current attitudes and opinions about lifestyles and personal goals among a cross-section of African-Americans nationwide.
MONY still reaping rewards from mid-'90s African-American marketing initiative
In the mid-‘90s, MONY Group began an initiative aimed at the African-American market. This article discusses MONY’s initiative and results—immediate and long-term.
Firms are going multi-platform to get their messages out to multicultural youth
Using examples from brands like Hot Pockets, McDonald’s and Dr. Pepper, the author shows how some marketers are seizing on Web- and mobile-based methods to target Hispanic and African-American youths.
The multicultural world of social media marketing
The authors present findings from a survey of social media usage among ethnic groups and argue that as these outlets become more and more a part of multicultural consumers’ lives, companies that incorporate them into their marketing plans will earn the loyalty of these segments.
Getting the most from African-American respondents
Cultural differences require variance in marketing research. This article illustrates one firm’s research projects that required a different approach to designing and executing research among African-Americans.

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Recent Articles

Below are the 2 most recent articles on this topic. These articles were published within the last three years and are only available to registered subscribers.

A successful research community requires a mix of strategies
Communispace’s Manila Austin draws from the firm’s research-on-research studies to offer tips on keeping community respondents engaged.
Why race still matters when marketing to African-Americans
The following is an adapted chapter from David R. Morse's Multicultural Intelligence book. The article focuses on black-white race relations in the U.S. and the societal and cultural obstacles involved in reaching African-Americans.

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