Jacobs: Radio Listeners Are 'On The Go' People
May 15, 2009 at 4:58 AM (PT)
In his blog, FRED JACOBS (firstname.lastname@example.org) writes, "As a life-long research guy, I always love when I read about new methodologies and survey techniques that chase after the 'Holy Grail' of why consumers do the things they do. That's why I love focus groups (and Listener Advisory Boards) because they are more about stories than data. Or ethnography surveys, such as 'The Bedroom Project' we did for ARBITRON a couple of years ago, where we conducted 'home invasions' among young people to watch them interact with media and technology in their natural habitats.
"Now, researcher SARA WELCH of MINDSET MEDIA thinks she may have unlocked another key determinant in the media and entertainment choices that consumers make -- their personalities. In fact, MINDSET believes that the type of person you are goes a long way toward explaining why you gravitate toward one medium or another.
"For radio, the news couldn't be much better. WELCH reports, for example, that dynamic, on-the-go consumers are far less likely to watch a lot of television. Instead, the types of people who are heavily into the tube tend to be less open and less likely to be considered leaders."
"Radio listeners, on the other hand, are less likely to be tethered to TV, and more likely to be busy, on-the-go multi-tasking consumers. They love to do more than one thing at a time, and of course, there's no better medium for that frantic activity than radio. Button-punchers are especially dynamic, always looking for that next piece of entertainment, song, topic or bit."
Read the full article here.