"SPILL is a community that happens to convene online. They share cultural characteristics that help them identify a world of randomness, turn it into something meaningful, and ultimately decide what's acceptable and expected of people like them."
"There's been so much rhetoric, so much folklore and mythology about the Black experience, but there isn't a ton of qualifiable, empirical research to get a better understanding of how this community makes meaning."
"I never had a research site to explore a community with such great guardrails as far as what defines who they are, and ultimately be able to observe them with such great specificity."
"On one end, I was able to see empirical evidence of what I knew intuitively, being a part of the community."
Dr. Marcus Collins, a marketing professor, partnered with SPILL to study the Black community through 1.7 million conversations. This research aimed to understand how the community makes meaning of their experiences. SPILL is a unique online community that shares cultural characteristics, allowing for meaningful interactions. Collins sought to explore the Black experience, which often lacks empirical research. His findings confirmed some of his intuitive beliefs about the community, providing valuable insights into cultural influences on consumption and brand engagement.
Read at Rolling Out
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