Six Psychographic Profiles of Black Women Emerged
Eight-six percent of African-American women say that advertisers need to do a better job of talking to them, according to the Lattimer Communications study, “A Profile of Today’s Black Woman” released today. Advertisers need to re-evaluate their marketing campaigns targeting this important segment.
“A Profile of Today’s Black Woman” also revealed that most industries can do a better job in marketing to African-American women especially categories like Automotive, Banking/Financial, Travel, Healthcare/Pharmaceutical and Fast Food.
The national study was developed and fielded in collaboration with The Bantam Group, a leading market research agency. The study is the first of its kind to examine attitudes and consumer behaviors for African-American women with the hopes of developing psychographic profiles.
“We felt that we needed to finally give a voice to African-American women who have so often been silenced and misrepresented due to stereotyping and deemed one-dimensional,” said Sarah Lattimer, President, Lattimer Communications. “Inspired by First Lady Michelle Obama and the fact that there are so many other Black women like her whose stories often go untold, we wanted to provide research that would identify profiles of African-American women.”
Through their study, Lattimer Communications was able to build six psychographic profiles of African-American women: Achievers; Fledglings; Tag-A-Longs; Self-Sufficients; Traditionals; and Cynics. Through the use of these profiles, advertisers will be better able to target marketing campaigns to those specific Black women who may be interested in their product or service.
“These six profiles are proof that Black women are, in fact, multi-dimensional. Advertisers cannot target the African-American female without determining what profile she falls into in order to determine specific and engaging marketing strategies,” said Lattimer. “Advertisers who think that they can target all Black women the same way are sorely mistaken. Historically, this is what’s been done but through our research you can see that this is not effective.”
In March, Lattimer Communications will launch a blog, “MochaLatti,” to continue to engage African-American women across the country. This invitation-only blog will serve as a place where Black women can be heard in a society where they are often misunderstood.
About The Lattimer Communications Study
A national research study among African-American women ages 18-plus was conducted via focus groups and an online survey between October and December 2008. The first phase consisted of four focus groups among women from the same age group with a pre-existing relationship during which participants discussed their views on a wide range of topics from family to faith. The second phase consisted of 1,000 online interviews among Black women ages 18-plus with a household income of $25,000-plus in which participants were asked general and industry specific attitudinal and behavioral questions. For more information on the study, please call (404) 526-9321.
About Lattimer Communications
Lattimer Communications is a full-service advertising and public relations agency specializing in developing marketing communications programs for multicultural consumer groups such as African-Americans, Females and Latinos. Past and current clients include: Georgia Power Company; SunTrust Bank; The Coca-Cola Company; Mrs. Winner’s Chicken & Biscuits; among others. For more information, please call (404) 526-9321 or visit www.lattimercommunications.com.
About The Bantam Group
The Bantam Group is a buyer insight firm, providing market research and account planning services for mid size advertising and public relations agencies. For more information, please call 404-815-9331 or visit http://www.thebantamgroup.com.
Isadora V. Bell