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We worked with one of the top global snack brand divisions to craft and conduct a custom research study on Black consumer buying and media habits across generations and regions. This work included quantitative and qualitative methods, with the qualitative methods being in the form of up to 12 focus groups. We were responsible for setting up the study, its research questions, developing a respondent acquisition strategy and executing the research to form a final report with insights for the snack brand’s marketing team.