Conducting Market Research With African Americans

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.

Merely average

Last year, corporations and retailers reported some progress reaching the African-American consumers but, in the main, failed to devise compelling strategies to reach this market. This article examines the conclusions of Pepper Miller, president of the Chicago-based Hunter-Miller group Inc., who tracks and analyzes ethnic marketing trends.

African-Americans take charge of fitness resolutions more than most

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.

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.

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.

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Recent Articles

Below are the 4 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.

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.

How to boost your multicultural intelligence

David Morse offers several ways - many of them free - for firms to increase their knowledge of and familiarity with the needs and buying habits of multicultural consumers.

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• African-American

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