Community Radio for Northern Colorado (CRNC)

Our Work:
Focus groups, member survey, audience research, secondary data analysis, donor research

Corona Insights was retained by Community Radio for Northern Colorado (CRNC) to conduct research to better understand its current and potential audiences for its two radio stations. The research centered on both KUNC, an NPR-affiliated local news station, and The Colorado Sound, a listener-supported music station focused on discovering and showcasing artists from Colorado and beyond. Specifically, we aimed to understand the listening preferences and behaviors of young Black and Latino residents of northern Colorado through a series of focus groups. We also conducted secondary data analysis of the statewide Colorado Media Project survey (previously executed by Corona), focusing on the unique media attitudes and behaviors of these audiences. Finally, we fielded parallel surveys of CRNC Donors and Coloradans residing in the stations’ geographic reach. By highlighting similarities and differences between CRNC’s listeners and the broader community, our work informed a series of strategies for reaching new listeners and better serving those who were already engaged with the organization’s stations.