African American Research

Looking for experts in African-American qualitative research?  Seeking an African-American moderator? The Qualitative Research Consultants Association (QRCA) has 113 QRCA members in this field and we can put you in touch with them!

Qualitative research is designed to reveal an audience’s range of behavior and the perceptions that drive behavior with reference to specific topics or issues.  QRCA experts in the African American segment will use in-depth studies of small groups to guide and support the construction of hypotheses.

QRCA experts in African American markets use specific techniques to help you learn much more about this important target market:

  • In-depth interviews with individual African Americans or groups
  • Diary and journal exercises; and in-context observations
  • Face-to-face, telephone or online exchanges
  • Videoconferencing, telephone or web-based research
  • Real-time communication and "time-lapse” techniques (e.g., diaries, electronic bulletin boards)

The benefits of qualitative research when conducting research on specific target groups such as African Americans:

  • Synergy among respondents as they build on each other’s thoughts, comments and ideas
  • The interviews or group discussion are dynamic, thus engaging respondents very actively
  • The research expert is able to truly probe ("Help me understand why you feel that way”), thus providing insight beyond initial responses and rationales
  • There is the opportunity to observe, record and interpret critical non-verbal communication

So, if your goal is to better understand the African American market so that you can better meet their needs, qualitative research is a proven discipline that can help you tremendously.

Descriptive research results for the African American market
The difference between qualitative and quantitative research is that the results of qualitative research are descriptive rather than predictive.  Qualitative research techniques have been derived from the social and behavioral sciences: psychology, sociology and anthropology.  Therefore you can better understand the true wants (feelings, values, etc.) and needs of African Americans, and uncover their values and perceptions that underlie and influence behavior.  You can therefore:

  • Uncover strategic directions for communications and branding
  • Get valuable feedback and perceptions of marketing messages
  • Capture the language and imagery that African Americans use to describe and relate to a brand, a product or service
  • Develop hypotheses for further testing and for quantitative questionnaire development

Qualitative research can also help to develop parameters (i.e., relevant questions, range of responses) for a quantitative study.   

If your goal is to better understand African Americans, or better market to them, a QRCA qualitative expert can help you to:

  • Investigate current or potential products, services, or brand positioning
  • Develop a more fine-tuned marketing strategy aimed at African Americans
  • Better understand strengths and weaknesses of a product or a brand among African American consumers
  • Better grasp the dynamics of purchase decisions
  • Study reactions of the African American audience to advertising and public relations campaigns, graphic identity and package design
  • Study the emotions and attitudes of African Americans on societal and public affairs issues

QRCA experts provide specialized qualitative research to help you better understand and meet the needs of African Americans

  • Focus groups
  • Social media research
  • Online methodologies
  • On-site / field interviewing
  • Telephone interviewing
  • Panels and online communities
  • Ethnography
  • Executive / professionals interviewing
  • Usability research
  • Brainstorming
  • Ideation

… and more

Are you a qualitative researcher?  Learn about the benefits of a QRCA membership.

Search our database for experts in other areas as well.

Connect with an African-American specialist within two minutes!

No matter where you are, find an expert to help you today.  Within the QRCA database there are 113 qualitative research professionals or moderators specializing in the African American segment!
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