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

Community-based methods for multicultural research
Conventional qualitative research methods often do not work effectively with ethnic research studies. This article discusses community-based methods as a valuable alternative for conducting research with different ethnic groups.
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.
Kwanzaa and its marketing implications
There are many segmentation considerations when marketing to the African-American population. This article discusses the marketing implications of Kwanzaa.
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.
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 3 most recent articles on this topic. These articles were published within the last three years and are only available to registered subscribers.

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.
Q&A: Is MR effectively reaching the African-American market?
An interview with Pepper Miller, president of the Hunter-Miller Group, discussing multicultural marketing research and the African-American consumer segment.

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