The Marginalized & Traditionally Ignored Segment
In celebration of their 40th anniversary, Burrell Communications contracted Breakthrough to conduct a study to better define the “invisible” African American middle class. This group is poorly represented in the media. Burrell wanted to redefine how America thinks of this group with creative that speaks to how they define themselves. Bringing this point of view to clients was a source of competitive advantage.
Breakthrough designed the research, screener, and interview guides, and prepared a final report. Personal interviews and small, family discussions were held in New York City, Greensboro, Atlanta, Chicago, and Los Angeles. In each city, professional video production crews, including director Bill Duke, were hired to film the interviews. A written report with implications, insights, and recommendations was produced. Burrell edited the footage for presentation on their site and incorporation into client discussions.
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