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Black women: Which psychographic profile do you fit in?

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A 2009 national study procured by Lattimer Communications and market research agency The Bantam Group examined attitudes and consumer  behaviors  for  African-American  women  with the  hopes  of developing psychographic profiles.  Through the  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.

The six psychographic profiles of Black women:

  • Achievers: At 23%, they make up the largest percentage of Black women and are characterized as confident, capable caretakers.
  • Cynics: Described as skeptical, complacent, internalizers, they comprise 21% of US Black women.
  • Traditionals: Spiritual, frugal and respectful, Traditionals account for 20%.
  • Tag-A-Longs: At 15%, these women are insecure, risk averse and followers.
  • Self-Sufficients: Independent, ‘wired’ women who love to shop, this group accounts for 14%.
  • Fledglings: Young Black women who are just starting out, are baggage-free and job-focused make up 7%.

Where do you fit in this mix? Or are you a hodgepodge mix of a couple or all six?

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Black women: Which psychographic profile do you fit in?

20140703-223815-81495343.jpg
A 2009 national study procured by Lattimer Communications and market research agency The Bantam Group examined attitudes and consumer  behaviors  for  African-American  women  with the  hopes  of developing psychographic profiles.  Through the  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.

The six psychographic profiles of Black women:

  • Achievers: At 23%, they make up the largest percentage of Black women and are characterized as confident, capable caretakers.
  • Cynics: Described as skeptical, complacent, internalizers, they comprise 21% of US Black women.
  • Traditionals: Spiritual, frugal and respectful, Traditionals account for 20%.
  • Tag-A-Longs: At 15%, these women are insecure, risk averse and followers.
  • Self-Sufficients: Independent, ‘wired’ women who love to shop, this group accounts for 14%.
  • Fledglings: Young Black women who are just starting out, are baggage-free and job-focused make up 7%.

Where do you fit in this mix? Or are you a hodgepodge mix of a couple or all six?

Join the newsletter

Subscribe to get our latest content by email.

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Leave a Reply

Your email address will not be published. Required fields are marked *