Roots of the problem: How empathy helped unlock the untold story of the African American beer market

Room 2 | 9:45 am - 10:15 am | Monday, March 27, 2023

Minority consumers are sometimes underrepresented in market research efforts. Often brands’ efforts are limited to demographic and behavioral research, but these insights tell only part of the story. To reach minority consumers brands need to feel what it is like to walk in those consumers’ shoes – deep psychological insights about people’s hopes and dreams, fears and biases and the stories they tell themselves about themselves.

Several years ago, Olson Zaltman and Molson Coors embarked on a journey to understand the complex thoughts Black consumers have about beer consumption. The Zaltman Metaphor Elicitation Technique (ZMET) research revealed a number of profound emotional and cultural issues that affect – at a largely unconscious level – what beer represents in the minds of Black consumers.

We will share a framework that will empower you and your teams to champion the voice of diverse consumers and reap the rewards by getting to the core of what animates their habits. It all starts with understanding identity.

Key takeaways:

  1. An understanding of the emotional context of the lives of Black consumers.
  2. How psychological and cultural insights can illuminate a path forward with diverse consumers.
  3. How to translate insights like these and get organizational buy-in.

Case Study Consumers Joint Presentation


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