Healthcare Research with Black Americans

We share 7 tips to consider when undertaking market research with Black Americans or any minority population.

The author(s)

  • Victoria Guyatt Head of Healthcare Ethnography, NA
  • Malinda Midkiff Account Manager, US Qualitative Healthcare
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A legacy of abuse and exploitation lingers in the collective memory of many Black Americans. This can affect contemporary relationships between Black/AAs and their healthcare profes­sionals (HCPs). In Ipsos qualitative research, we see that lack of trust emerging in areas such as willingness to receive the COVID-19 vaccine, concerns about the efficacy of certain treatments for Black populations when clinical trials often do not include Black participants, and experiences dealing with racist attitudes or perceptions of HCPs.

Following the murder of George Floyd in 2020, many organizations looked inward at what they could do to support the BLM movement and drive diversity and inclusion in their organizations. At Ipsos, we saw a dramatic increase in clients looking to better understand and serve minority populations, culminating in several lessons learned as a result. Download our seven learnings now – key when undertaking market research with Black Americans or any minority population.

The author(s)

  • Victoria Guyatt Head of Healthcare Ethnography, NA
  • Malinda Midkiff Account Manager, US Qualitative Healthcare

Society