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Boston Seen as Less Welcoming to People of Color than Other Cities

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. . Boston Seen as Less Welcoming to People of Color than Other Cities. About this study. Perceptions of Boston.

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Boston Seen as Less Welcoming to People of Color than Other Cities

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  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. 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. 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.

  4. The difference in perception by African Americans is significantly different from that of other races 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. Over One-in-Five African Americans consider Boston to be “Poor” when it comes to welcoming people of color Notes: Q. How welcoming is each city to people of color? (Poor, Fair, Good, Excellent); Sample Sizes: African American, n=154,

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

  7. Impression of diversity improves among African Americans with first-hand experience, but not greatly Chicago and Philadelphia have the greatest change in impression among African Americans, when they visit +26% +35% +6% 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=108

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

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

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

  11. 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 35-39 “I mainly get my understanding based on television programming” Male, age 18-24 “[I form my opinions based on] Television, movies, conversations with people who have lived and visited there” Female, age 30-34

  12. Who is Chadwick Martin Bailey? • Global, full-service custom market research company • Founded in 1984 • 65 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 www.cmbinfo.com

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