Kelly Music: On Demand Culture Is Impacting Music Testing
April 6, 2010 at 4:25 AM (PT)
Given a choice, most radio listeners will opt not to participate in music surveys conducted during the traditional 5-9p window used by most telephone call centers. In studies conducted by KELLY MUSIC RESEARCH where callout respondents are given a flexible window of time to complete a song survey on line at their convenience, 75% are choosing time frames other than 5-9p to participate.
In an effort to evolve with the "On Demand" appetite of a digital marketplace, KELLY MUSIC RESEARCH has created an online digital music testing platform that allows radio listeners to participate in callout studies at a time of their choosing. According to KMR Pres. TOM KELLY, "With Caller ID, listeners screen out intrusions, and that’s what a phone call at dinner time is. When we give them an option to do it now or later, most people choose later."
KELLY’s digital research platform is also attracting radio listeners who might otherwise be unreachable. "The digital approach is much more inclusive," says VP/GM PAUL KELLY. "Many more listeners are willing to share their opinion if they can do it when it fits their schedule."
KELLY MUSIC RESEARCH has documented its nationwide study of music testing, listener preferences and online surveys on their blog at kellymusicresearch.blogspot.com.