The Jackson Heart Study (JHS) is a prospective, population-based cohort study designed to investigate risk factors for cardiovascular disease (CVD) in African-American men and women. An aim of the JHS is the elucidation of the role that sociocultural factors play in the excess CVD risk and mortality in African Americans. Considerable evidence is available to document the influence of social, cultural, psychological, and other lifestyle risk factors on cardiovascular outcomes. Far less is known about how these factors affect health outcomes for African Americans. The JHS provides a unique opportunity to evaluate the presence and impact of these factors in this ethnoracial group. This paper describes the rationale and overall approach for sociocultural assessment in the JHS, both generally and for each content area.