Alternative Music Clusters: Defining The Boundaries of the Format (September 1997)
Coleman Insights released this study in September 1997 in an effort to provide an updated, national assessment of the state of Alternative music. Its specific goal was to identify various styles of music within and just beyond the Alternative music spectrum, provide an understanding of how those styles may and may not work together and determine the Alternative format’s level of "ownership" of each of those sounds, particularly in comparison with the AOR/Active Rock and Modern/Hot AC formats.

While much has changed in the world of Alternative music since the report's publication, it continues to serve as an excellent example of how the cluster analysis techniques Coleman employs in its FACT Strategic Music Tests provide tremendous insights into listener tastes.  Click here to get your free copy.