It’s that time of year again! Maybe time to prepare the annual NuVoodoo Ratings Prospects Study isn’t marked on your calendar, but it’s on ours – and we’re eager to build new questionnaires to gather new insights and refresh our understanding of radio’s consumers. One of the advantages in conducting interviews online is that we can ask more questions in a 20-minute interview than our competitors can ask in a 30-minute telephone interview; more questions, less fatigue. So, while there are items that we’ll be tracking from previous studies, we always make room for new questions to react to changes in the marketplace, changes in technology, changes in consumers and changes in other things.
This year we’ve looked at:
- The declining penetration of landline telephones and the implications that change has on how we connect with consumers for both research and marketing.
- Perceptions of how music radio stations are perceived to select their music and how consumers think stations should select their music.
- The perceived size of music station libraries and the impact that has on variety perceptions.
- How often radio delights consumers with songs and other programming and promotion elements and how we might better engage with consumers.
- What consumers really want and expect from morning radio and why info isn’t as attractive as it used to be.
- Whether talk radio spends too much time talking politics and what areas stations might mine for topics with appeal to new listeners.
- The drawing power of slogans for a variety of formats and why “#1” isn’t as powerful as it might have been in the past.
- How Pandora and other online radio options are impacting broadcast radio and how broadcast may best defend itself.
- The things that separate potential PPM wearers from other research respondents and how to use that to your advantage.
- The drawing power of various contest prizes and which have the best bang for the buck.
- Which other media most impact potential PPM wearers and how best to connect with consumers.
- The penetration and trajectory of social media platforms.
So, what would you like to know? As we’re drafting new questions for the next round, we’d love to hear your ideas. What would you ask consumers? What new areas will help radio survive and even thrive as it deals with the next set of challenges? Email us at firstname.lastname@example.org or email@example.com and share your ideas.