Perceptions of the Multicultural Audience

Warren Kurtzman, Megan Campbell
2022 - New Orleans

Public media recognizes the need to diversify its audience, but what do multicultural listeners REALLY think about stations and programming? Coleman Insights has undertaken an original study of non-Caucasian public radio listeners to determine if our own assumptions about our content and brands are true. Using their Campfire Online Discussion Groups platform, the team at Coleman Insights engaged with a group of multicultural public radio consumers to determine whether their local stations are meeting their needs and expectations. Join Coleman Insights president Warren Kurtzman and his colleague Meghan Campbell, Vice President/Consultant & Director, Qualitative Services, as they take us through the findings of this unique study.