Cox Focus Groups Like "Expanded Band" HD Radio Approach
December 12, 2005 at 6:34 AM (PT)
COX RADIO's focus groups on HD RADIO, conducted by BOB HARPER AND CO., show consumers in 12 separate groups preferring showing HD RADIO's subchannel "multicast" channels displayed as "expanded band" choices rather than in a "layered band" of subchannels. The "Expanded band" choice, preferred by almost 9 out of 10 participants, would show the new channels as "108.1," "108.3," etc., while the "layered band" would show them as "98.5 HD-2" or a similar designation. 87.2% of participants chose the former plan.
“This is a somewhat unusual result from focus groups in general,” BOB HARPER said in a statement. “An overwhelming percentage of respondents chose the expanded band over the layered approach. In fact, in four of the sessions, the scores were 12-0, 13-0, 13-0 and 13-0 in favor of the expanded band. Typically in a focus group setting – where there is a lot of open dialogue and give-and-take – respondents often can see the positives in more than one alternative; especially as they hear the pros and cons of one option over another. But there was very little equivocation in our three cities. These findings were so conclusive that broadcasters and equipment manufacturers would only ignore them at their peril.”
The study will be made available online MONDAY (12/12) at www.bobharper.com.