MORE THAN A SURVEY SITE

Black consumers: Speak Up. Connect. Influence.

At Mahogany Minds, we're on a mission to ensure the voice of Black consumers are counted and represented authentically in research because today we are often left out or misrepresented.

Mahogany Minds has a goal to be the largest research database of Black consumers. We work with brands that want to create more inclusive products and services. Members of the platform will have the opportunity to shape the future by participating in surveys and market research that influence the decisions that brands make in exchange for money and other incentives.

Finally, a platform where your voice really counts! Share your opinions knowing they'll shape experiences that honor the richness of Black culture.

A message from founder and CEO of Mahogany Minds,
Dawn Carr

A report from the consulting firm McKinsey states that 30% of the total spending of Black consumers is spent on products and services with which they are dissatisfied. Think about that! As Black consumers, we have less disposable income AND we have to spend that hard earned money on things that aren't even meeting our needs. That's infuriating.

We are so underserved that the same report stated that we would pay 20% more for products that actually meet our needs.

Quite literally, we have to pay more just to get what others naturally have. It is the definition of injustice.

BTW, this isn't just in industries that we think about as "Black-specific" - it's in 73% of the categories we patron.

But, here's the thing: We aren't asking for products to be Black-exclusive. We'd just like them to be more Black-inclusive. It is a fair ask and we shouldn't have to pay more or sacrifice our needs for that.

Mahogany Minds is saying ENOUGH. This is not okay anymore.

To change this, we must start with how well brands understand us.

That's why market research holds so much power. The data drives the decisions that brands and advertisers make.

Brands use market research to learn about their consumers, their needs and wants, and what drives their behavior in the marketplace. This information is then used to create new products and services, develop advertising, show up where the consumer shops, and so much more. Research industry databases, many of which have been around for decades, are used to find consumers to talk to when doing this business-critical research.

But what happens when the consumers that brands are researching aren't fully representative of us?

What happens when the quality is compromised because the percentage of Black respondents is so low? What happens when the Black respondents in the existing consumer databases aren't fully reflective of the Black demographic and economic breakout? What happens when transparency is such an issue that panels say they have some large percentage of Black people, but really they are just pulling from the same small pool of respondents? It means that there are not enough of us, not representative of us, and definitely not managed to industry standards.

In other words, you get what you get. Consumers suffer. Brands suffer. The market suffers.

So, what happens when, instead of allowing this injustice to continue, we challenge status quo? When we not only demand our voices are heard, but provide a solution that eliminates excuses?

It will inevitably result in better solutions that benefit not just our communities, but the broader consumer landscape. It puts pressure on the industry to improve data quality - particularly of underrepresented groups.

It results in me, my daughter, my family, my friends, and YOU feeling more included in where and how we spend our own money.

It's not enough to have a little. Not anymore. This whole industry needs to do better.

And, it starts with us and you.

We are a Black-owned market research company. We serve Black consumers and the brands who want to do right by them. And we demand a seat at the table. There is no better company to do this than us and there is no better moment than now.

I know how hard you work for the money you earn and I see you. That makes me so grateful for the opportunity to make a meaningful change for you and our entire community.

And I invite you to share in that pride by joining us.

Mahogany Minds is owned by Mahogany Minds, LLC