Denene Rodney

Zebra Strategies is a multidisciplinary research firm committed to amplifying the voices of marginalized and vulnerable populations through meaningful qualitative and quantitative market research. We are a certified woman and minority-owned business with a team of 12 full-time, highly credentialed professionals who reflect the power of our diversity. Zebra Strategies regularly taps its multi-lingual specialists, proprietary database of 150,000+ hard-to-reach respondents, and data on how hundreds of ad campaigns perform with diverse populations. Participants in our studies often include rural and urban dwellers, low-income respondents, those with chronic disease, LGBTQ populations, sex workers, homeless youth, men of color, immigrants, Latinx, AAPI, people with disabilities, and returning citizens. Here are three examples of how we translate insights into action: ► Hoping to overcome obstacles to contact tracing, Zebra Strategies teamed up with a public health nonprofit to understand why exactly marginalized communities are wary of contact tracing and to determine how to relieve their fears. ► A municipal agency asked for input and insights to tackle the issue of high blood pressure among its residents and integrated our findings into a citywide campaign, “Take the Pressure Off.” ► A well-known liquor brand wanted to expand its relationship with African Americans and enlisted Zebra Strategies to provide insights from consumers before releasing a new product. We identify both emotional drivers (mood, lifestyle, experiences) and functional drivers (SES, language, delivery) relevant to specific communities. Zebra Strategies has recently adapted our health disparity research and other work to the COVID/Post-COVID era. We’ve changed our methodology to reflect where and how the highest-risk groups live, which is often characterized by spotty WIFI and phone-only access.