It starts with us
Today, the influence Black Voices have in shaping the world is undeniable. Now it’s time to be intentional in using our voice to create the representation we want to see in the products and services we use every day.
Our Mission
We aim to empower Black consumers by providing a platform where voices are heard and valued by brands. Our goal is to become the largest collection of Black voices, shaping how brands understand and engage with our community.
Mahogany Minds is a market research database made for us by us. Brands are invited into
OUR SPACE to get our opinions so they can shape a better future that looks more inclusive of us.
Many people in our community feel unheard, overlooked and underserved by companies that fail to understand our unique perspectives and needs. While some of us may believe that brands simply don’t care, the truth is, the system isn't set up for easy communication between us
welcome TO A NEW KIND OF REVOLUTION
By the way, this isn't just in industries that we think about as "Black-specific"
- it's in 73% of the categories we patron.
But, here's the thing: We aren't asking for products to be Black-exclusive. We'd just like them to be more Black-inclusive. It is a fair ask and we shouldn't have to pay more or sacrifice our needs for that.
Mahogany Minds is saying ENOUGH.
This is not okay anymore.
To change this, we must start with how well brands understand us.
That's why market research holds so much power. The data drives the decisions that brands and advertisers make.
Brands use market research to learn about their consumers, their needs and wants, and what drives their behavior in the marketplace. This information is then used to create new products and services, develop advertising, show up where the consumer shops, and so much more. Research industry databases, many of which have been around for decades, are used to find consumers to talk to when doing this business-critical research.
We are so underserved that a report from the consulting firm McKinsey stated that we would pay 20% more for products that actually meet our needs.
Quite literally, we have to pay more just to get what others naturally have. It is the definition of injustice.
But what happens when the market research brands are using aren't fully representative of us?
Answer: Our wants and needs go misrepresented or underrepresented
in the products and services we use..
In other words, our voices become silenced.
Consumers suffer. Brands suffer. The market suffers.
but, what happens when, instead of allowing this injustice to continue,
we challenge status quo? When we not only demand our voices are heard, but provide a solution that eliminates excuses?
What happens when the quality is compromised because the percentage of Black respondents is so low?
What happens when the Black respondents in the existing consumer databases aren't fully reflective of the Black demographic and economic breakout?
What happens when transparency is such an issue that panels say they have some large percentage of Black people, but really they are just pulling from the same small pool of respondents?
It will inevitably result in better solutions that benefit not just our communities, but the broader consumer landscape. It puts pressure on the industry to improve data quality - particularly of underrepresented groups.
it results in me, my daughter, my family, my friends, and YOU feeling more included in where and how we spend our own money.
It's not enough to have a little. Not anymore. This whole industry needs to do better.
And, it starts with us and you.
We are a Black-owned market research company. We serve Black consumers and the brands who want to do right by them. And we demand a seat at the table. There is no better company to do this than us and there is no better moment than now.
I know how hard you work for the money you earn and I see you. That makes me so grateful for the opportunity to make a meaningful change for you and our entire community.
I invite you to share in that pride by joining us.
Our Founder
Founder - Dawn v. carr
Cultural Insights and Consumer Behavior Expert
As the founder of Mahogany Minds, I am passionate about creating meaningful connections between Black consumers and brands. My mission is to elevate Black voices and reshape the way brands interact with our community.
Experience:
Dawn is the Founder & Chief Executive Officer at Mahogany Insights, a strategy and marketing research firm. She has more than 20 years of experience in marketing and market research and has personally spoken to thousands of consumers across the U.S., Europe, Asia, South America, and Africa. She has a specialty in brand strategy, positioning, and consumer understanding.