1. Radio is going through its biggest change since the arrival of television. New digital alternatives are re-shaping the role that radio plays in listeners’ lives. Meanwhile, PPM is changing the rules of the game.
2. Yet, research for radio remains much the same as it was 30 or 40 years ago. Music testing and perceptual studies continue to focus on the station across the street rather than the new, larger competitive landscape. And sales research still largely consists of re-casting ratings results.
What information does today’s broadcaster need? What tried-and-true techniques are still relevant, and which ones have lost their edge? Where are you seeing genuine insights on how people are listening to radio today? And, oh yeah, how do we do all this on shrinking budgets?
These are the issues that Re-Inventing Radio Research plans to address. It’s not a platform for punditry — there are plenty of those already, most of them very good. And, while radio pundits will no doubt weigh in from time-to-time, it’s not about having all the answers, but working towards doing a better job of asking the right questions.
Re-Inventing Radio Research is intended to be an open conversation. Comments are welcome. And so are contributors. If you would like to be a regular or semi-regular contributor providing your perspective, asking questions of other readers or sharing insights, send me an email at firstname.lastname@example.org.