Evaluation of NPR's Brand Perception Identified Growth Opportunities


NPR was founded 50 years ago with the mission to create a more informed public – one challenged and invigorated by a deeper understanding and appreciation of events, ideas and cultures. This mission remains front and center, as NPR leadership recently challenged the organization to reach a new “North Star”: to diversify the NPR audience to reflect, serve and inspire America. With this focused purpose in mind, NPR’s audience insights team came to Collage Group to gain expertise quickly and in alignment across the enterprise.


Collage Group partnered with NPR on a solution that would evaluate the perception of the brand among Multicultural consumers and identify key areas of growth opportunity. From there, NPR and Collage would dig deeper to unveil insights and define engagements to improve authentic engagement among key Multicultural segments.

Evaluation of the NPR brand on the CultureRate:Brand tool was one of the first steps taken by Collage Group to bring NPR closer to its goal of reflecting, serving and inspiring all Americans.

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Through CultureRate:Brand, the NPR brand was evaluated on the Brand Cultural Fluency Quotient (B-CFQ), which measures how well brands are resonating with consumers. It assessed NPR along six key cultural dimensions: brand fit, relevance, memories, values, trust and advocacy. The B-CFQ Threshold then helped illuminate for NPR where they stood with diverse consumers.

“We were surprised and delighted to learn what we were doing well through the CultureRate report,” says Lori Kaplan, NPR’s Senior Director of Audience Insights. “The report also enabled us to dig deeper into the areas where we still had work to do. For us, this was specifically within the Hispanic and Black communities.”

Based on the B-CFQ, NPR performed well among…


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