Coleman Insights

Coleman Insights is a market research consultancy that helps media companies build brands and develop content. Founded in 1978 and headquartered in North Carolina, the company originally built its reputation providing strategic audience research to radio stations before expanding into podcasting and other media sectors.

The company serves podcast networks, creators, producers, and talent agencies, helping them use research data to grow audience awareness and discoverability. Its work covers brand and talent perception studies, concept and content appeal testing, and analysis of listener behavior and motivations. Coleman Insights also conducts listener loyalty studies and brand assessments for its clients.

Rather than relying solely on download numbers and basic consumption metrics, Coleman Insights positions its research to uncover why audiences engage with specific content, hosts, or brands, and what drives retention or churn. The firm has worked with companies such as Blubrry Podcasting and Locked On Podcast Network, among others, to inform programming, marketing, and advertising sales decisions. It also offers an attribution-focused product called Validate, originally developed for radio, and has collaborated on research initiatives such as a podcast trailer study examining listener recall and intent to listen.