THE RESEARCH PROCESSWhy conduct market research?
Market research plays an important part in the success of the most effective stations. Just guessing what listeners are thinking or how they perceive the strengths and weaknesses of your programming and fund raising can lead to missed opportunities and costly mistakes. Research from a professional, impartial company translates listener opinions and market realities into actionable data for your station. The result is increased audience service and greater financial stability.
Arbitron and AudiGraphics only tell part of the storyArbitron and AudiGraphics are valuable research tools that every station should utilize. But they primarily provide answers about how listening has changed - they reveal relatively little about why listening has changed.
For example, if a station experiences consistent tune out at the beginning of a locally-produced music program, it could be caused by a number of reasons:
- A change in listener lifestyle that causes them to change stations or turn off the radio
- Tuning to a program on a competitive station that many listeners prefer
- Other activities taking precedence, such as watching TV, engaging in a hobby, running errands, child care, or any number of possible activities
- The music selection on the program causes tune out
- The presentation style and information given on the program causes tune out
- The host of the program is not realizing their potential
- A
combination of two or more of these reasons
Arbitron and AudiGraphics can provide clues to only about half of these potential causes for tune out. Without researching listeners directly, finding the answers is guesswork. Surveys and focus groups can answer many questions that are well beyond the scope of Arbitron and AudiGraphics. They can also test new programming, promotion, and fund raising that has yet to be broadcast.
Is hearing from listeners enough?Depending only on incidental contact with listeners can be misleading. Letters, phone calls, and e-mail from listeners are wonderful - but they are not research! Usually, the listeners who contact your station are polarized - either they love or hate something about your programming. In reality, most listener's opinions are somewhere between these two extremes.
Rather than the limited, anecdotal perspective that these contacts can provide, market research accurately reveals the thoughts and motivations of your target listeners on neutral ground, where you set the agenda. Research leads to better understanding of listener [or potential listener] behavior and perceptions. Research helps eliminate risk, increases the likelihood of success, and identifies actionable opportunities that may otherwise have gone uncovered.
How do you get started on a research project?The most basic step in the research process is deciding what you need to know. This is sometimes not as easy as it sounds. Market Trends Research recommends beginning with individual and/or group brainstorming sessions. Suspending judgment for a moment, write down everything, no matter how large and small, that would help in achieving your objectives. Sometimes this is easier to do in several sessions a few days apart. If your station finds that an outside facilitator would be helpful in this process, Market Trends Research is available to lead these individual and group brainstorming activities.
The second step is selecting the target audience(s) for the research. Depending on the topic and methodology, the target could be defined by gender, age, geography, core or fringe audience, occupation, or any number of other factors.
Market Trends Research will be pleased to discuss the various options in selecting the target audience(s) for your research project.
Deciding on the Research MethodsThe most direct way to determine the appropriate research methods is to first think about the conclusion of the study. When the research has been completed, will it be imperative to have:
Numerical results that are statistically valid, [i.e. "67% of core listeners and 41% of fringe listeners approve of our recent weekend programming changes"].
OR
Is in-depth knowledge about how and why listeners believe and behave as they do equally or more important [i.e. "The main reasons that some heavy listeners do not support the station is because they think the university provides most of the operating budget, or they are turned off by long pledge breaks."]
OR ARE BOTH EQUALLY IMPORTANT?
If numerical results are critical, a survey is the recommended research method. Surveys are quantitative research, excellent at determining how many and what percentage of persons feel a certain way. They are not as adept at determining why those attitudes, feelings, and behaviors exist, and how to change them.
If a deep understanding of attitudes, feelings, and behavior is crucial, qualitative research [such as focus groups or individual interviews] is recommended. It highlights the human dimension or beliefs and decision-making. While surveys more accurately reflect the rational mind, focus groups bring out the emotions and the thought process involved in forming attitudes, beliefs, and behaviors.
Most stations find that they benefit from both types of information and choose to include both quantitative and qualitative research in their plans.
Of course it is not necessary for your station to select the kind of research it requires. Market Trends will work closely with you to help determine your objectives and select the research methods that are most appropriate for your requirements and budget.
Market Trends Research Incorporated
727-784-0967
info@MarketTrendsResearch.com