Our areas of expertise
Ethnography, Affinity Groups, Focus Groups, In-Depth Interviews (IDIs) and Sensitivity Checks
Ethnography
Nothing gets to the heart of a research question quite like stepping (physically or virtually) into consumers’ homes and lives. Ethnography makes it possible for you to be with your consumers as they connect with your brand. You can observe the connection as it happens, ask questions in the moment and see the consumer insight revealed right before your eyes.
Affinity groups
Whether they are childhood pals, former college roommates, sorority sisters (“sorors”), “frat” brothers, shopping buddies, card players, book club members, biking groups or just good friends, most close friendships are based (at least in part) on shared interests and experiences. Friends share their lives, exchange information and influence each other’s attitudes, decisions and behaviors. Affinity groups (also known as “friendship groups”) give our clients an opportunity to hear from their consumers in the company of others in their social circle who may influence the way they perceive a specific product category or brand.
In-Depth Interviews
Some topics are more sensitive, more polarizing, more personal or more unique to the individual. In those instances, In-Depth Interviews (IDIs) are the ideal methodology. In IDIs, it’s just the moderator and the respondent. This enables the moderator to establish a degree of comfort and rapport that feels like an intimate conversation between friends. It’s part therapy, part confessional, part documentary – and wholly revelatory for our clients.
Focus groups
Focus group research is Black Raspberry’s preferred methodology. And, as the principal moderator, I’m really, really good at it. I don’t use a lot of projective exercises or have go-to tricks. I simply focus on what’s most important: establishing real and meaningful connections with people and drawing out deep insights. I ask smart questions and actively listen to the responses for what is said as well as what isn’t. My strength lies in my ability to engage respondents and encourage them to open up and share what they think, how they feel and why.
Sensitivity Checks
Even the most well-intentioned brands can miss the mark with Black consumers (or worse, incur the wrath of “Black Twitter”) if the advertising strategy, imagery or tone is offensive, off-putting, or simply “off.”
You may have seen this scenario play out before: A company, in an attempt to expand their reach to Black consumers, uses slang, hip hop or R&B music or other messaging that it assumes will resonate with this demographic. Once it runs, the campaign is deemed offensive or labeled as cultural appropriation by Black viewers, and the outrage spreads swiftly across social media. Suddenly, the campaign goes viral for all the wrong reasons and an apology is immediately issued — but not before the reputations of both the company and ad agency have been damaged.
At Black Raspberry, we can help our clients avoid making this kind of costly misstep.
If you’ve developed a concept or campaign but you’re not sure if the tone, verbiage or images are quite right, give us a call. We’ll conduct a creative analysis or provide creative testing. It’s a smart investment that could benefit your brand for years to come.
