MARK KASSOF & CO. DELIVERS
THE MOST POWERFUL, ADVANCED
RESEARCH IN RADIO

Our Multi-Variate Analysis techniques give your station a competitive edge

You know all the standard perceptual research questions…Which station plays the most music? Which one plays the best music? Which station is your favorite? Every research company uses questions like these. We do, too.

But at Mark Kassof & Co.that's only the beginning…

We specialize in the application of powerful, advanced MULTI-VARIATE ANALYSIS tools to real-world radio situations like yours. Multi-Variate Analysis looks at the pattern of responses to many questions – not any one or two – to provide a clearer picture of your station, competitors, listeners.

CLUSTER ANALYSIS

Pinpoints meaningful targets for your station.

Unlike so-called "life groups" – that shoehorn listeners into preconceived categories -- Mark Kassof & Co.'s CLUSTER ANALYSIS divides the audience into segments that are unique to your market. Cluster Analysis is far more powerful than traditional demographic analysis alone, because the segments it uncovers are far more significant. For example, "25-34-year-old women" may prefer country, alternative, A/C hits, talk or anything else! In contrast, Cluster Analysis pinpoints meaningful targets for your station - audience segments that hold the greatest potential for its cume and TSL growth - and helps us develop an actionable strategy for attracting them.

MULTI-DIMENSIONAL SCALING

A powerful positioning tool.

MDS is one of the Multi-Variate analysis tools that we have pioneered in its application to radio…a powerful positioning tool.

Positioning occurs in the minds of listeners...Where does your station stand? Where are your competitors? Where are listeners? Mark Kassof & Co.'s MULTI-DIMENSIONAL SCALING literally draws a map" of your market ... one YOU can follow to the highest-possible ratings and revenues.