Don't Be A Turkey ... It's Thanksgiving

The holidays offer chances to find out if your research data matches everyday reality. We in radio have so much information at our fingertips to make decisions; perceptual, callout, auditorium tests, Media Monitors, RAB studies, NAB studies, Nielsen studies, PPM analysis, Diary reviews, audience streaming reports, revenue studies, digital studies, music studies, social media impact studies, Shazam data, consumer research, research on the effects of research, etc.

All research is good, interpretation and implementation are usually the problem. That's why it's important to apply our ears and eyes to all the data swirling around. It is all about getting more listeners to listen and/or consume all aspects of media that affect the bottom line.

Pay Attention ...

PDs and personalities should take part in as many non-industry holiday events as possible; take advantage of the opportunities and mingle with the research subjects, better known as people. Yes, everyday regular folks who we desperately try to understand for the purposes of making a buck. Pay close attention at holiday parties, holiday plays at schools or Community Theater. Keep a sharp eye out on Facebook, Instagram, and Snap Chat for insight on your audience.

People are more than test subjects; they are actual human beings who sometimes reveal more about themselves in natural settings; interaction can go a long way in research interpretation.

Observation & Reacting ....

I remember one of my jocks telling me about this crazy song the DJ at a wedding kept playing and how people kept laughing, dancing, and requesting all night. I checked with my MD, who dug around, found it, and we listened. We knew it was a novelty song, so to test it I started playing it in my office as background music while talking to anyone who came to my office. Unsolicited, just about everyone commented how funny the song was; many also asked if I had seen the dance.

Our instincts told us to jump on the song because there were enough indications that its popularity was quickly spreading by word of mouth. The song was "The Macarena." Pay attention to people and apply all the information coming your way. Holidays are a great time to observe consumers.

Potential Holiday Interaction Places ...

• School events for family, friends and neighbors; lots of holiday plays and activities at every level of education take place this time of year.
• Shopping malls are a good place to observe and hear things.
• On a Saturday, visit a barber or beauty shop to hear people are talking about.
• Check the Internet, social media, or a local newspaper for holiday fairs or and events.
• Take a part-time retail job and interact with the public.
• Go on a listening expedition at a local coffee shop.
• Truck stops, fast-food places, and small restaurants are filled with people just being themselves.
• Local churches and community centers; people are in the spirit of talking and sharing thoughts.
• Fitness clubs; it's easy to socialize at places with whirlpools, steam rooms, and saunas. You don't have to join, get a day pass.
• Festivals, fairs, and tree lighting ceremonies.

Conclusion ...

Being a personality or programmer requires constant observation. It's easy to lose sight of how the audience lives and thinks. Media lives in a bubble and formulized polls provide statistics but not how people actually live. Use the holidays to interact with people and use that information to counter balance the stats; it will help with what you put out over the air.