AUDIENCE DATA & INSIGHTS

Building the Cultural Intelligence Engine Behind B Code

PROJECT OVERVIEW:

The Power of Values-Driven Marketing study was created to answer a defining question in multicultural marketing: What does meaningful, culturally aligned brand engagement look like for Black consumers? At a time when brands were investing more heavily in multicultural outreach—but struggling to engage authentically—this study established a new foundation for how My Code and its partners approached purpose, representation, and trust. Grounded in proprietary data and rich cultural insight, the work became the intelligence engine powering B Code’s market positioning, product development, and go-to-market narrative.

Objective

Develop a research-driven framework that would deepen understanding of Black consumer values, reveal the gap between brand intention and consumer perception, and provide actionable, insight-led, sponsorship opportunities for brands to engage with purpose and cultural integrity.

My Role

Lead Strategist & Research Architect

  • Directed study framework, hypotheses, and survey development

  • Crafted the story arc that tied cultural insight to brand actionability

  • Led partnership with research & analytics teams to validate methodology

  • Authored the white paper narrative and insights presentation

  • Designed sales enablement assets and activation frameworks

  • Oversaw GTM rollout across social, PR, sales, and partner communications

Impact

The study became a cornerstone of My Code’s cultural marketing POV and a strategic catalyst for product evolution, client partnerships, and GTM storytelling. It elevated My Code’s position as a thought leader in multicultural marketing and provided a measurable framework for brands seeking to engage Black audiences with authenticity and purpose.

Metrics of Success

  • Adopted by all internal business units as a foundational insights resource

  • White paper downloaded 200+ times within the first 90 days

  • Powered development of four new sponsorship products

  • Enabled key brand partners to leverage the study in industry panels and thought-leadership conversations, amplifying My Code’s visibility and authority.

The Strategic Approach

  • Architect a Research Framework Rooted in Cultural Truth

  • Shape the Methodology & Insight Extraction

  • Craft a Compelling Narrative for GTM

  • Build the Sales & Marketing Toolkit

  • Launch the Insights Across Channels

  • Convert Insight Into Market Opportunity

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