Overview
Yankelovich found 11 distinct Segments among almost 30 million 13-74 year old Blacks and African- Americans.
Segmentation research looks for underlying patterns in people's attitudes, opinions and behaviors - that are revealing, differentiating, strategic, interesting and provocative.
This richer view is particularly important because it clearly shows how Blacks and African-Americans are not all the same just because they may be in the same age group, or might be the same gender or live in the same part of the county.
These Segment summaries highlight the essential similarities and differences among the 11 distinct segments.
