ONLINE MUSIC RESEARCH
When the old voodoo just isn’t performing well enough – or doesn’t work within your resources – you need NuVoodoo. Your goal is to keep track of the changing opinions regarding newer music for your station to determine which music to expose most often, which to expose less often and which to avoid altogether.
Traditional callout (old voodoo) has gotten silly expensive and yields questionable results. Declining participation from telephone respondents has forced prices for callout beyond the means of many radio stations. Moreover, telephone samples completely miss consumers who don’t have conventional telephones, under-representing important segments of the population. Vendors selling traditional callout research are asking stations to accept smaller samples, fewer reports and rolling together weeks of reporting to keep costs under control. All of this compromises research integrity!
Services like Rate the Music are tempting for their near zero cost, but the results they yield are merely an online version of your old request line. At best, those results steer your decisions by a fragment of your most active listeners who are inclined to give their opinions – and don’t represent the far larger segment of less active listeners – the listeners that can affect the ratings! At worst, those results steer your decisions by infiltrators from your competitors or by self-interested parties from music promoters.
Using an online research panel sample, NuVoodoo Media Services will provide weekly music information on up to 40 songs, attaining strong sample sizes with screened consumers who meet your expectations. With stronger participation from consumers responding to your music questions at a time that’s convenient to them with audio from their computer – and not through the phone – you get better information at a better price.
Instead of the “free,” opt-in and corruptible online sample acquisition, NuVoodoo takes the outbound approach that telephone facilitated for so many years, and pushes it into the new millennium by moving it on-line. On-line cost efficiency + bona fide, outbound sample = real research instead of a request line on steroids.
So how do we find qualified respondents?
Many companies offer rewards for participation in research and other activities. Respondents are tracked, compensated and monitored. These databases number in the millions and are accessible to us. Respondents have no idea who the client is, what the expectation is or what the impact of their participation is. Additionally, in the old world, we called a phone number and got who we got. Using compensated respondents assures that we know who they are, where they are and how old they are. Many academic studies have shown that compensated and screened panels do not deviate in terms of tastes and preferences from the random, outbound samples of old.
Social Networks databases allow us to purchase access to our specific target. Unlike old newspaper ads asking if you want to show up at a music test, since most potential database infiltrators are proud of where they work, we can deliberately screen out potential spoilers.
Because we’re recruiting respondents through multiple channels, your participant database is far larger, and changes far more often than traditional – and limited – callout database.
Because Nielsen no longer relies exclusively by outbound telephone, we are no longer constrained by that methodology.
Our respondents tend to take your research a little more seriously. Because just like Nielsen’s respondents – and unlike callout or opt-in respondents – our respondents are compensated!
And we don’t game you with half samples for twice the money and call it “rolling.” You get fresh sample with EVERY report. At NuVoodoo, 100 people = 100 people, not 50 “rolled.”
Our online data collection engine allows for any scale, custom hooks and even extra questions. It is not branded as your station – or even as radio. We recommend collecting various media preferences so that it’s easy to create a questionnaire that doesn’t even say “radio.” Just research. Conducted properly. Giving you timely and consistent answers.
Results of this type of screening and testing have been consistent, intuitive, and they replicate. Good, solid research to help you make the decisions you need to make with confidence, week after week.