AACM POV - Reaching Black Consumers

KEY QUALITATIVE INSIGHTSAfrican-American Qualitative ResearchConducting research with exclusively African-American respondents is advantageous when racehas predetermined significance♣ Ideal for situations where ethnically targeted stimuli are presented♣ Also useful when racial sensitivities are expected to emerge♣ Minimizing “out-group” participation in research decreases self-censorship among focus grouprespondents— “Dirty Laundry” AACM social norm discourages sharing of “in-group” information in mixedcompany, especially if feedback appears to confirm stereotypessing an African-American Moderator for AACM studies can provide an “In-Group Advantage”♣ Respondents are often more comfortable engaged in discussion with figure perceived to befamiliar with the lifestyle and culture♣ Elevated comfort translates into higher quality of respondent feedback♣ AA moderators who can access a genuinely empathetic experience base, provide opportunitiesto “crack the culture code” for observers who exist outside of this culturePOV on the African American Consumer Market6