OUR SOUL PURPOSE FOR BEING
As experts, we focus on bringing thought leadership into the way we uncover and interpret consumer insights that drive better business. As a result we set out to answer the biggest question we hear from our clients.
How can my brand connect more authentically with Black consumers?
Our experience with hundreds of Black consumers has shown that the answer is complicated. Therefore, we set out to create a framework to crystallize and simplify how brands should approach the question of authenticity.
We looked at what has to be true to successfully connect with Black consumers and created the Pander, Less Framework(TM) - our proprietary framework that breaks down the complexity of connecting authentically with Black consumers into 9 clear and actionable steps.
This framework will help show where your brand needs to focus more and where you can spend less.
While we would have never uncovered this framework if we had started with general population, what we have found is this authenticity approach that works for every type of consumer.
We love to share this framework! Please contact us to schedule time to learn more.
Pander, less Framework (TM)
Mahogany Insight’s proprietary model illustrates nine areas of authenticity. We use it to help brands crystalize how authentic connections are made with black consumers.
Download our FREE workbook to learn more!
MAHOGANY INSIGHTS services PROVIDE
a PATH TO more AUTHENTIC CONNECTIONS
Steps to Authenticity:
Mahogany Insights Solutions
1
2
3
Know Your Why
Identify Your Blindspots
Create a Roadmap
• Strategic facilitation
• Stakeholder / internal assessments
• Hypotheses and learning plan consulting
4
5
6
Paint the Picture
Lift Every Voice
Tackle the Tensions
• Target refinement, screener consulting
• Content curation and category context
• Ethnographic research design & execution
• Insight consulting and training
7
8
9
Free the Fringes
Co-create and Refine
Validate and Pulse-check
• Ideation and innovation workshops
• Qualitative research design and execution
• Consumer co-creation design and execution
• Panel and community management
INTENTION
Authenticity comes from the heart and that means connecting back brand’s purpose, values, and mission. When you miss this step or do it ineffectively, consumers label you as pandering.
Our Approach:
Our Intention Guides have a foundation in strategy and brand management. Our goal is to ensure that your business uncovers and addresses the key internal tensions (and ways to solve them) that could affect your ability to truly show up authentically.
Our Offerings:
• Strategic facilitation
• Stakeholder / internal assessments
• Hypotheses and learning plan consulting
Inspiration
The fun is always in the execution, but so is the risk. Our data shows that
being relevant to Black consumers is about more than adding diverse talent in advertising.
If you are measuring relevancy through advertising talent, you are behind
Our Approach:
We know your business thrives by creating inclusivity. Therefore, our goal is help you find the opportunities inspired by these insights – some may be with Black consumers, but most will likely benefit your entire business.
Our Offerings:
• Ideation and innovation workshops
• Qualitative research design and execution
• Consumer co-creation design and execution
• Panel and community management
Immersion
Consumers are humans and they do not interact with your brand in a vacuum. You can never connect authentically if you do not get to know your consumers on a level deeper than the category and this is particularly true for Black consumers, whose complicated relationships with America affects the way they view Corporate America (yes, that includes your brand).
Our Approach:
For participants, we focus on create safe spaces and welcoming conversations that invite participants to be open with us
For clients, we provide our clients with the why behind the why. It is difficult to tackle all of the cultural nuances related to how your Black consumers may be behaving in a category. So, we prepare our clients with the whys behind the whys upfront and afterwards
Our Offerings:
• Target refinement, screener consulting
• Content curation and category context
• Ethnographic research design & execution
• Insight consulting and training
Woman-Owned and Minority-Owned Business
We are proud to be both a woman-owned and minority-owned business.
Let's work together to find integrated solutions that build your entire business.
ACCOLADES
National Minority Supplier Development Council
We are a certified minority business enterprise. This rigorous certification ensures that our business meets the standards to conduct business at the highest level and that we are minority-owned.