The study will see Nielsen conduct interviews with people a diverse range of ethnicities, ages, gender identities and socio-economic backgrounds, with a particular focus on the daily newspaper The Boston Globe.

The research aims to provide potential strategies for the organisation and its advertising partners to develop more engaging content and attract new audiences.

The Boston Globe has also renewed its multi-market agreement for consumer and audience data providers Nielsen Scarborough, Scarborough Fusion and PrimeLingo.

Sandra Sims-Williams, chief diversity officer at Nielsen, said: “The Boston Globe serves a diverse, urban and regional community and we are excited to work with them to provide key audience measurement metrics and insights to support their success.”

Linda Henry, chief executive officer of Boston Globe Media Partners, said: “Boston Globe Media holds a crucial role in our community, with a commitment to reflect the vibrancy of Boston and all of our region through our journalism.

“The mission of independent, local public journalism could not be more important, and we are thrilled to be partnering with Nielsen to facilitate this study.”