Is it to learn “interesting, fun facts” about listeners? Of course not! You do research because you want to know what to DO.
Maybe your station is slipping and you don’t know why… or how to fix it. Maybe you want to find the way to deal with new competition. Maybe you’re not sure about what your music mix should be, if you have the right morning program, or are tapping into the biggest format opportunity your market offers. Or maybe your station is already on top and you want to know how to stay there!
They’re all scenarios that involve action. Research shouldn’t be a document gathering dust on your shelf. It should be a road map you can follow to the highest possible ratings and revenues!
That’s the kind of research I do. I have an MBA, but I’m not an academic… I’m an ex-radio guy, able to turn statistics into actionable insights and a success strategy for your station.
Is this the way to deliver great radio research?