What does it take to attract more readers from diverse ethnic minority backgrounds? That was the question.

We explored the reasons behind the genres, topics and styles that connect, the authors that are known and loved, the blurbs that appeal and those that don’t, the recommendations that are trusted and those that aren’t. We also looked at purchasing behaviours and reading practices. All this among carefully-selected readers in specific Penguin Random House’s customer segments.

There is no straight answer. As ever, nothing is black and white. But the work provided clear direction to help the publisher connect with different segments, build current and future readership, and engage with diverse authors.