NuVoodoo's 2014 Research Complete
December 16, 2013
NuVoodoo has completed the 2014 version of our annual consumer study and will be using this column once again in 2014 to share the results with you.Â We’ll be sharing how PPM/Diary responders are different from the “rest of us.”Â We’ll discuss how they use media in general; radio in particular.Â What do they expect?Â What’s meaningful to them?Â How can we reach them?Â Leigh Jacobs, NuVoodoo’s EVP/Research Analysis will be extracting juicy tidbits on a week-to-week basis, and as we grow, we’re excited to have him use this platform to share his insights.
For the past few years, it’s been very frustrating for us to have such limited questionnaire inventory, and until this year, there have been many questions that have ended up in the scrap heap under the umbrella of “not enough time.”Â This year, we decided to conduct a SECOND research study.Â This questionnaire was entirely focused on marketing issues.Â And we won’t be publishing results in this space.Â We at NuVoodoo are using these results to enhance our current product line and build new products to help build ratings for our station clients.Â Many of the results of this second (3,000 person national) research study will remain exclusive to us and our current clients will have the opportunity to do a deep dive into the results with us beginning in January.Â
This study is groundbreaking.Â Nothing like it has been done before.Â We’re not going to tell you that “men like Classic Rock” music or “stations are playing too many commercials.”Â We won’t be gaming you with national samples of 300 people and drawing conclusions from that.Â And we will be sharing highlights of the results with the industry through a series of webinars early in 2014.Â We have the answers now and will be sharing information like:
- How are ratings responders different from other research responders, and the population as a whole?Â (Yes â€“ they’re DIFFERENT!)
- What media are ratings responders most vulnerable to?
- What artwork resonates?
- What contesting mechanics work best?
- When are they most contest vulnerable?
- What prizes really “move the meter”?
- What KIND of car?
- How MUCH money?
- Pick-a-Purse?Â Gimmick or hook?
- What resonates when we look at results by format?Â By demographic?Â By geography?
- How do people imagine we pick the music we play?Â How do they think we OUGHT to do it?Â
- How many different songs do people imagine their favorite station plays in a week?Â How often do they believe we repeat the same song in a day?Â
- Is a radio access to a collection of distinct brands â€“ or an appliance for playing music that doesn’t work as well in comparison to newer alternatives?
- TV?Â Billboards?Â Email?Â Social?Â What do they notice?Â REALLY?
- Differentiating the talk from the music listener; what works better for each?
There’s so much more.Â
Please look for an invitation to participate in one of these webinars.Â