Black Diamond is the most comprehensive study to date on South Africa’s new black middle class. This project includes a ground-breaking model which enables segmentation of this market and information on how to best position one’s brand. The results were presented in March 2006.

Black Diamond examines:

• The origins and drivers of this economic phenomenon
• The aspirations and realities of South Africa’s black middle class
• Media consumption
• Examples of products affected by this growing market

WHY? 

The ‘emerging market’ has been one of the most frequently requested topics by our members. In addition, the Institute recognized that many commonly held beliefs on this subject are incorrect.

Due to a lack of research and information on the South Africa’ new black middle class, the Institute and Research Surveys joined forces to bring marketers the latest information on this group. Because the study serves as a ‘snapshot in time’, current findings will form the baseline for future Black Diamond surveys. This research will improve understanding of this market, and the segmentation will help organizations communicate more effectively.

The response to this study, both in the media (local and international) and in the sheer number of delegates who attended the presentations proves the very real need for information on South Africa’s new black middle class.

• Quantitative research
  • 750 face to face interviews
• Qualitative research
  • Ethnographic video research
• Secondary research
  • Existing local and global information and extensive web research
• Interpretative workshops
  • Strategic experts from academic and commercial spheres to analyse findings

Research Surveys assisted the Institute by providing the Black Diamond quantitative research.