Case Studies — When Cultural Insight Becomes Trust

These outcomes came from decades of qualitative and quantitative work grounded in Black humanity—where trust is treated as a prerequisite, not a byproduct.

Chicago Symphony Orchestra

Cultural Invitation → Broader Audience

Insight: “This space isn’t for me”—shared by Black audiences and white patrons hoping to see more diversity.

Outcome: Reimagined experiences introduced Classical Tapestry concert packages, expanding audience and cultural reach by signaling belonging.

American Cancer Society — Trust Before Outreach

Insight: Institutional name recognition did not translate to trust, particularly among Black women.

Outcome: A community-first approach strengthened credibility, access, and connection—building trust before asking for participation.

Ulta Beauty — Cultural Fluency → Trust & Reach

Insight: The issue wasn’t awareness—it was cultural credibility.

Outcome: Strategy rooted in Black truth increased brand trust and relevance with broader audiences through earned cultural fluency.

PepsiCo — Cultural Segmentation → Growth Strategy

Insight: Health and wellness motivations among Black American consumers are not monolithic—and are poorly understood through traditional demographic or category lenses. Meaningful growth among Blacks and mainstream segments required understanding mindsets, lived context, and shopping behavior, not just stated attitudes.

Outcome: A statistically projectable set of cultural insights and health-and-wellness segments clarified PepsiCo’s most viable growth opportunities across multicultural and mainstream audiences. The work delivered actionable mindset and shopper behavior segmentation—brought to life through ethnographies and in-home storytelling—equipping marketing and retail teams with clear direction, sharper targeting, and human-centered strategy grounded in real-world behavior.

Pepsico

CONSUMER INSIGHTS & SEGMENTATION

Conducted a massive qualitative/quantitative study that helped develop a deeper understanding of African-American shoppers. The insights from this study were used to create targeted marketing strategies, which resulted in increased sales.

Objectives

Between September 2009 and April 2010, HMG conducted a massive study for PepsiCo Inc. The study was conducted in three phases:

  • Qualitative: Conducted focus groups to uncover insights and provide direction for quantitative.
  • Quantitative: Utilized a blended sample of online and telephone interviews among 2,000 African Americans and 1,000 Caucasians.
  • Ethnographies: Drill down into the biggest and best growth targets via in-home interviews and shop-a-longs.

Methodology

The purpose of the study was to help a deeper contextual understanding of African-American shoppers in the following key areas:

  • Shopping Motivators and Behaviors Around 15 PepsiCo Food and Beverage Categories
  • Retailer Perceptions and Preferences
  • Value
  • Health and Wellness
  • Black Culture