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?
Jay Jay Ghatt is also editor at Techyaya.com, founder of the JayJayGhatt.com and JayJayGhatt.com where she teaches online creators how to navigate digital entrepreneurship and offers Do-It-For-You Blogging Service. She manages her lifestyle sites BellyitchBlog, Jenebaspeaks and JJBraids.com and is the founder of BlackWomenTech.com 200 Black Women in Tech On Twitter. Her biz podcast 10 Minute Podcast is available on iTunes and Player.fm. Follow her on Twitter at @Jenebaspeaks. Buy her templates over at her legal and business templates on Etsy shop!
