What Coleman Insights does

Coleman Insights is a market research consultancy founded in 1978 by Jon Coleman that serves the audio media industry, principally radio stations, podcast networks and creators, streaming platforms, and music industry clients (labels, managers, artists). The firm operates from Raleigh, North Carolina, with a regional European headquarters in Hamburg, Germany led by John Mönninghoff since 1992, and reports working with hundreds of brands across North America, South America, Europe, and Asia. The product portfolio is organized around six service categories: brand strategy (Plan Developer Perceptual Study anchored on the proprietary Image Pyramid framework), music testing (Integr8 New Music Research, Integr8 USA, FACT360 Strategic Music Test, and the MusicMeeting delivery platform), creative testing (mediaEKG for real-time engagement tracking and Pod Predictor for podcast concept validation), focus groups (Campfire Online Discussion Groups and 20/20 Focus Groups), attribution (Validate Audio Attribution, launched November 2024), and brand lift (Ascend Brand Lift Study). Several of these tools originated through acquisitions (mediaEKG in 2009) or exclusive US distribution partnerships (Validate, developed by Pattison Media/Momentum Media), and many are registered trademarks alongside proprietary software such as pcFACTS and Category Architect.

The firm monetizes through a mix of professional services for bespoke research projects (perceptual studies, custom focus groups), subscription recurring services (FACT USA across seven formats, Integr8 USA, Integr8, Ascend, Validate), and unit-priced testing (music track testing at $2,950 per 5 songs; Pod Predictor concept testing). Go-to-market is enterprise field sales with senior consultants engaging client programming leadership directly, supplemented by thought leadership through the Tuesdays With Coleman blog, industry whitepapers, and conference participation at Podcast Movement, Radiodays Europe, and the Public Media Growth Conference. Named customers include iHeartMedia, Audacy, Spotify, Disney, Cox Media Group, Urban One, Estrella Media, Connoisseur Media, Locked On Podcast Network, Blubrry Podcasting, The Athletic, and Stingray.

In September 2024, Quest Global Research Group Inc. (Oakville, Ontario) acquired Coleman Insights, which continues operating under its existing brand with Warren Kurtzman as President; the firm has subsequently added Scott Musgrave (formerly Head of U.S. Radio at Luminate / Nielsen Music) as Senior Vice President and Chief Revenue Officer, and has rolled out multiple subscription products in 2023-2024 (Pod Predictor, Ascend, Integr8 USA, FACT USA, Validate). Revenue and headcount are not publicly disclosed; the website lists approximately 20 research professionals and support staff.

Name

Coleman Insights

Legal name

Coleman Insights

Website

https://colemaninsights.com

Company type

Private

Founded year

1978

Operating status

Operating

Headcount range

11–50 employees

Short description

Coleman Insights is a 1978-founded media research consultancy serving radio stations, podcast networks, streaming platforms, and music-industry clients with proprietary brand, music, creative, attribution, and brand-lift research products, headquartered in Raleigh, NC, and operating as a subsidiary of Quest Global Research Group since September 2024.

Ownership category

akta.pro rank

Product category

Media Research and Audience Insights

NAICS

Marketing Research and Public Opinion Polling (541910), Marketing Research and Public Opinion Polling (54191)

SIC

Services-Management Consulting Services (8742)

akta.pro primary industry

Audience Measurement & Media Research (Ratings, Attribution, Media Mix Insights) (MPAAALAM)

akta.pro secondary industries

Market Research & Consumer Insights (BPAHALAA), Data Analytics Integration & Insight Platforms (Research Ops, Dashboards, Insight Repositories) (MPAAALAO)

Keywords

• Media research services
• Radio market research
• Podcast research
• Music testing services
• Audio attribution analytics

Headquarters

HQ city

Raleigh

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure

Revenue model

1. Custom Research Services: Bespoke research projects including Plan Developer perceptual studies, focus groups, and custom research solutions tailored to client needs. Typically project-based with consultation.
2. Subscription Music Testing: Subscription-based music testing services including FACT USA National Music Tests for multiple formats (Mainstream AC, Hot AC, Country, Alternative, Classic Hits, Classic Rock, R&B).
3. Pod Predictor Testing: Podcast concept testing service with concept testing of 350+ podcast consumers for pre-launch concept validation.
4. Music Industry Testing: Track testing services for music industry at $2,950 for 5 songs with 2-week turnaround. Includes artist research and consumer panels.
5. Validate Attribution Platform: Audio attribution platform subscription for radio stations demonstrating advertising campaign effectiveness.
6. Integr8 Research: Weekly new music research delivered through MusicMeeting online platform, with dedicated Coleman consultant access.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels8 records

Core offering

Coleman Insights is a media research consultancy that sells audience research and strategic advisory services to radio broadcasters, podcast networks, streaming platforms, and music industry clients. Its deliverables span brand strategy (Plan Developer perceptual studies), music testing (Integr8, Integr8 USA, FACT360), creative testing (mediaEKG, Pod Predictor), focus groups (Campfire online discussion groups, 20/20 in-person focus groups), attribution (Validate Audio Attribution), and brand lift measurement (Ascend Brand Lift Study). Each engagement combines proprietary methodologies, audience sampling, and senior-consultant interpretation to produce actionable brand and content strategy recommendations.

Product overview

Coleman Insights is a media research firm offering a comprehensive suite of research services for radio, podcasting, streaming, and music industries. The portfolio includes brand strategy tools (Plan Developer Perceptual Study), content testing solutions (mediaEKG, Pod Predictor, Campfire Online Discussion Groups, 20/20 Focus Groups), attribution and brand lift measurement (Validate Audio Attribution, Ascend Brand Lift Study), and music research services (Integr8 New Music Research, Integr8 USA, FACT360 Strategic Music Test, MusicMeeting platform). These products work together to help media brands build strong brands and develop great content through actionable audience insights.

Differentiator

Problem solved

Functional benefit

Brands

• Integr8 Research: New music research service for radio stations providing callout research and strategic music analysis.
• Integr8 USA
• MediaEKG
• Pod Predictor
• 20/20 Focus Groups
• Campfire Online Discussion Groups
• Validate
• Ascend Brand Lift Studies
• FACT360 Strategic Music Test

Products and services

• Plan Developer Perceptual Study Annual perceptual research study that uncovers layered truths behind brand performance metrics for radio, podcast, and streaming clients. Provides actionable recommendations including competitive advantage, content analysis, momentum, talent, brand recognition, and marketing strategy in a deliverable called 'The Plan'.
• mediaEKG Content Testing Real-time content research tool that measures audience engagement with content through moment-by-moment reactions, supporting audio, video, and personalities. Tracks precise real-time responses to uncover factors influencing ratings, gauge perceptions, and drive brand loyalty.
• Pod Predictor Podcast Concept Testing Podcast concept testing service that provides an early look at the measurable appeal of podcast concepts before investing time and resources. Tests concepts with 350 podcast consumers, measuring appeal by age, gender, ethnicity, and category interest.
• Campfire Online Discussion Groups Evolutionary qualitative research using moderated online communities to probe deeply into consumer attitudes and perceptions. Provides a collaborative workshop effect for evaluating content, talent, brand perceptions, and uncovering insights into user experience for podcast and media clients.
• 20/20 Focus Groups In-person focus group research moderated by experienced management team members. Unearths hidden issues impacting brand performance and determines depth of passion about brands and competitors for radio, podcast, and streaming clients.
• Validate Audio Attribution Audio attribution platform that demonstrates the impact of radio advertising campaigns by connecting listener engagement with website traffic. Combines streaming listening data with audience estimates from ratings providers using a proprietary algorithm, tracking website engagement for up to 90 days after campaign exposure.
• Ascend Brand Lift Study Brand lift measurement service that tracks and proves the effectiveness of radio, podcasting, and streaming audio advertising campaigns. Measures components including brand awareness, favorability, purchase intent, message association, and trust using pre/post surveys or pixel-based methodology.
• Integr8 New Music Research Callout research service that identifies which songs listeners know, love, and find relevant. Uses proprietary Hitcycle to detect songs that are big now, on the way up, or on the way out. Includes 17 quality control metrics and delivers reports through the MusicMeeting online platform.
• Integr8 USA National New Music Research National callout service for radio and record industries providing fresh new music research for Pop and Country formats. Offers 18 new music reports and 4 recurrent reports, with Hitcycle for knowing when to move currents to recurrents.
• FACT360 Strategic Music Test Online music testing service using cell phone, online, and landline recruitment with quality controls for representative samples. Provides strategic measures including Fit, Compatibility, and Music Monitor Analysis, with sample guarantee within 10% margin of error.
• Music Industry Research Services Strategic music research services for record labels, managers, and streaming platforms including song testing (500+ music fans nationwide, $2,950 for 5 songs with 2-week turnaround), artist research (one-on-one interviews with 30+ fans), consumer panels/focus groups, and customized studies.
• Radio Research Services Comprehensive research services for radio stations including ratings analysis, competitive positioning, content evaluation, music library optimization, format analysis, and streaming/app perception studies.
• Podcast Research Services Podcast research helping networks, creators, producers, and talent agencies grow podcast awareness, brand/talent perceptions, concept and content appeal, and listener behavior understanding, going beyond download metrics.

Quantifiable outcome

• Many clients have worked with Coleman Insights for decades, reflecting high loyalty and trust
• +2 more outcomes

Named customers12 records

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature10 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• Greater PubliccoreStrategic or Co-development Partner · 29 June 2026Collaboration on The State of Public Radio Underwriting study, a qualitative study focused on challenges and opportunities facing public radio underwriting professionals. Study to be introduced at Public Media Growth Conference with findings shared via exclusive webinar.
• Nova EntertainmentminorStrategic or Co-development Partner · 19 May 2026Study partner for Podcast Trailers research published in 2026, examining what drives trailer effectiveness based on study of 500 US podcast listeners.
• Pantheon MediaminorStrategic or Co-development Partner · 19 May 2026Study partner for Podcast Trailers research examining podcast trailer effectiveness and listener intent.
• Earbuds Podcast CollectiveminorStrategic or Co-development Partner · 19 May 2026Collaborated with Jay Nachlis on podcast trailer study to understand what listeners retain from trailers and what drives intent to listen.
• Amplifi MediaminorStrategic or Co-development Partner · 1 March 2025Partnered with Amplifi Media Founder/CEO Steve Goldstein to present 'The State of Video Podcasting 2025' findings at Podcast Movement Evolutions.
• Pattison MediacoreTechnology or Integration · 13 November 2024Partnership to bring Validate Audio Attribution platform to US market. Pattison Media (Kamloops, BC) created Validate, and Coleman Insights has exclusive rights to sell and market the service in the United States. Same company developed Resonate programmatic buying platform.
• Momentum MediacoreTechnology or Integration · 13 November 2024Vancouver, BC-based Momentum Media operates and is worldwide licensor of Validate audio attribution platform. Coleman Insights partnered with Momentum Media for US distribution of Validate.

Scale indicators5 records

Recent moves13 records

Expansion highlights7 records

Broad incumbents

• Ipsos: Global market research firm with a large media research practice. Competes with Coleman Insights for media-brand research budgets via its broader portfolio of syndicated and custom research capabilities and significantly greater scale.
• Triton Digital: Audio measurement and analytics platform (now part of iHeartMedia) that provides podcast and streaming measurement. Adjacent competitor in audio attribution and audience measurement, sharing buyer overlap with radio and podcast customers.
• GfK: Global market research firm (now part of NIQ). Overlaps with Coleman in consumer insights and media research and competes for multi-national media clients seeking one-stop research vendors.
• Nielsen (Audio): Nielsen is the dominant audio ratings provider (Nielsen Audio / PPM / diary) and serves the same radio broadcasters that are Coleman Insights' core customers. As a much larger incumbent, it competes for the same media-research budgets with broader portfolio capabilities.

Direct peers

• Jacobs Media: A long-standing US consultancy focused on radio station research, strategy, and digital transformation for broadcasters. Targets the same radio-station buyer with research-driven consulting services and competes head-to-head for strategic engagements.
• NuVoodoo Media Research: US-based research firm offering ratings/perceptual studies, music testing, and audience research primarily for the radio industry. Direct overlap with Coleman's radio research services and music testing products like Integr8 and FACT360.
• SSRS: A US-based survey and public opinion research firm serving media, news, and academic clients. Comparable in business model (custom research) and serves overlapping buyer personas in media and content organizations.
• Edison Research: The most direct competitor to Coleman Insights. Edison Research is a US-based custom research firm specializing in audio media, producing the Infinite Dial, Share of Ear, and other syndicated studies for radio, podcasting, and streaming — the same verticals Coleman Insights serves.
• Sounds Profitable: Podcast-focused research and consulting firm founded by Tom Webster, providing audience insights and advertising effectiveness research for the podcast industry. Direct competitor in Coleman's podcast research vertical.

Emerging players

• Amplifi Media: US consultancy led by Steve Goldstein focused on podcast and audio strategy for media companies. Collaborates with Coleman Insights on industry studies (e.g., State of Video Podcasting) but also competes for podcast strategy consulting engagements.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/colemaninsights
• YouTubeyoutube.com/channel/UCaTAoCU8B4DiX7P-6p3be7w
• Facebookfacebook.com/colemaninsights
• LinkedInlinkedin.com/company/207163

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 records

Subsidiaries2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Coleman Insights