Arbitron Expands Ethnic Response Outreach
February 4, 2009 at 9:53 AM (PT)
ARBITRON is expanding ‘Feet on the Street,’ its in-person PPM training program designed to reach out to young African-American and Hispanic respondents in PPM panels. The goal is to have bilingual Arbitron reps knocking on the doors of newly-recruited Hispanics and African-Americans age 18-34 in the top-10 PPM markets by the end of APRIL 2009. These reps will show young, ethnic respondents how easy and rewarding it can be to carry their Arbitron PPM device from ‘rise to retire’ every day.
"Your mother would want you to marry one of our ‘feet on the street’ trainers," ARBITRON Dir./PPM Panel Relations NANCY WEISSMAN said. "We've recruited the most charming, engaging and persuasive bilinguals to help young African-American and Hispanic respondents do a better job of carrying their meters on a daily basis."
‘Feet on the Street’ will reach out to 18-34 African-American and Hispanic respondents who don't have good carry habits within the first eight days of their time on a PPM panel. If the in-tab rate during those first eight days is below a pre-set threshold, a ‘Feet on the Street’ rep will try to personally meet the respondent within the first 28 days of the respondent’s tenure in the panel.
The targeted panelist will be offered a gift card for agreeing to and keeping the appointment. The respondent is also offered a bonus for improved performance over the next four weeks after the visit. The Arbitron rep can also provide a travel recharger, carry accessories or even decorative ‘skins’ for the PPM itself. The trainer can also highlight the ‘My Meter and Me’ website that allows respondents to track their compliance hours and their bonus points every day.
"Our pilot tests in NEW YORK and PHILADELPHIA showed a double-digit gain for in-tab rates among the young African-Americans and Hispanics that we visited for this extra training," ARBITRON Chief Research Officer BOB PATCHEN said. "The improved in-tab rates also resulted in a large decrease in the turnover rate due to poor compliance. We expect the net effect to be improved representation of ethnic young adults in our PPM panels."
‘Feet On The Street’ Deployment Schedule
The pilot in-person training program was launched in NEW YORK and PHILADELPHIA in April 2008. It was also introduced in DALLAS and SAN FRANCISCO in JUNE 2008 and in Los Angeles during the Holiday 2008 survey period. Subsequent deployments are scheduled for HOUSTON in FEBRUARY 2009 (2/5-3/4), CHICAGO and WASHINGTON, D.C. in MARCH 2009 (3/5-4/1), and BOSTON and ATLANTA in APRIL 2009 (4/2-4/29).