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Boston Seen as Less Welcoming to People of Color than Other Cities A study of 1,500 Americans about their perceptions of Boston and nine other metropolitan.

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Presentation on theme: "Boston Seen as Less Welcoming to People of Color than Other Cities A study of 1,500 Americans about their perceptions of Boston and nine other metropolitan."— Presentation transcript:

1 Boston Seen as Less Welcoming to People of Color than Other Cities A study of 1,500 Americans about their perceptions of Boston and nine other metropolitan cities.

2 Confidential Boston Seen as Less Welcoming to People of Color than Other Cities About this study Perceptions of Boston The impact of first hand experience with the city Age matters: Perceptions differ by age Comments: Respondents’ own words

3 Confidential About This Study- How Welcoming is Boston to People of Color? This study was part of Chadwick Martin Bailey’s Consumer Pulse and surveyed 1,500 of the general population in April of 2010 Data was collected via an online study and includes responses from close to 1500 (45 Asian or Pacific Islander, 154 Black or African American, 114 Hispanic or Latino, 15 Native American Indian or Alaskan Native, 1132 White or Caucasian, and 32 Multi-racial or other) respondents throughout the United States using a representative sample Objective: Understand the perceptions of Americans and especially people of color – regarding how welcoming Boston is to people of color Boston was compared with: Atlanta, Charlotte, Chicago, Denver, Miami, Minneapolis, New York, Philadelphia, and San Francisco. 3

4 Confidential The difference in perception by African Americans is significantly different from that of other races 4 Notes: Q. How welcoming is each city to people of color? (Poor, Fair, Good, Excellent); Sample Sizes: Caucasian, n=1,132, African American, n=154, Hispanic, n=114

5 Confidential Over One-in-Five African Americans consider Boston to be “Poor” when it comes to welcoming people of color 5 Notes: Q. How welcoming is each city to people of color? (Poor, Fair, Good, Excellent); Sample Sizes: African American, n=154,

6 Confidential Perceptions may be a reason that Boston has a low rate of visits/experience among African Americans 6 Notes: Q. Have you ever lived in or visited…? Sample Sizes: Caucasian, n=1,132, African American, n=154, Hispanic, n=114

7 Confidential Impression of diversity improves among African Americans with first-hand experience, but not greatly 7 Notes: Q. How diverse is each city? (Not at all diverse; Somewhat diverse, including a few races; Somewhat diverse, including many races; Highly diverse); Sample Sizes: African American, Have been to city, n=48; Never visited, n= % +35% Chicago and Philadelphia have the greatest change in impression among African Americans, when they visit +6%

8 Confidential Though perception of diversity is better for African American visitors, they actually feel less welcome 8 Sample Sizes: African American, Have been to city, n=48; Never visited, n=108

9 Confidential Old Impressions Die Hard for Older Generations 9 On all that you have seen or heard, how welcoming is each to persons of color? (Scale: Poor, Fair, Good, Excellent)

10 Confidential Among African Americans, the perception of Boston does not significantly change by generation 10 Sample Sizes: African Americans, Up to 39, n=68; 40 and over, n=86

11 Confidential Popular Culture (television and movies) Effects Perceptions of Boston “ I watch a lot of TV shows and I don’t see any persons of color there. I also have a friend who went to college in Boston and she said they were prejudiced.” Female, age “I mainly get my understanding based on television programming” Male, age “[I form my opinions based on] Television, movies, conversations with people who have lived and visited there” Female, age

12 Confidential Who is Chadwick Martin Bailey? Global, full-service custom market research company Founded in employees in Boston Dedicated practices in retail, travel, financial services, healthcare, ecommerce, insurance and technology verticals Specialize in brand, segmentation, product development, and customer loyalty research 12


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