-
A Listener Focus Group at an Industry Conference?
February 16, 2015
Have an opinion? Add your comment below. Earlier this month NuVoodoo did the unthinkable: conducted a live focus group of talk radio listeners in front of a room of talk radio managers, consultants, programmers and hosts at Don Anthony's/Gabe Hobbs' Talk Show Boot Camp in Atlanta. No mirrors. No video cameras. Nothing between the panelists and the seasoned talk radio professionals in attendance at the conference. The stage was set up as though the 8 respondents were panelists in a typical conference session. The panelists were a screened group of five men and three women, 40-54, who were active talk radio listeners from Atlanta. They represented a balance of Conservatives and Liberals (though even the Liberals admitted to spending time with the more Conservative-leaning talk hosts on WSB). Conversely, the Conservatives in attendance were aware of offerings on NPR and several referenced shows they listen to regularly on the local NPR station (WABE). Most of the men spent at least some of their time listening to sports radio. While those in the room reaped the full benefit of experiencing the comments and insights shared by the respondents, several themes lit up the session:
-
Earlier this month NuVoodoo did the unthinkable: conducted a live focus group of talk radio listeners in front of a room of talk radio managers, consultants, programmers and hosts at Don Anthony’s/Gabe Hobbs’ Talk Show Boot Camp in Atlanta. No mirrors. No video cameras. Nothing between the panelists and the seasoned talk radio professionals in attendance at the conference. The stage was set up as though the 8 respondents were panelists in a typical conference session.Â
The panelists were a screened group of five men and three women, 40-54, who were active talk radio listeners from Atlanta. They represented a balance of Conservatives and Liberals (though even the Liberals admitted to spending time with the more Conservative-leaning talk hosts on WSB). Conversely, the Conservatives in attendance were aware of offerings on NPR and several referenced shows they listen to regularly on the local NPR station (WABE). Most of the men spent at least some of their time listening to sports radio.Â
While those in the room reaped the full benefit of experiencing the comments and insights shared by the respondents, several themes lit up the session:
- There’s dissatisfaction with the existing state of conservative-oriented talk and the feeling that if you hear any of the shows on a particular day (especially the nationally-syndicated hosts), you’ve heard them all. Despite the syndicated hosts having distinct personalities, many felt the shows were fungible. One panelist looked at the banner on the wall advertising the Premiere line-up and said they were all the same, complaining that talk radio had “too many angry white guys.”Â
- Many complained about too much political talk and praised host Clark Howard for bringing up topics and information they found interesting and useful. However, several commented that some topics are beneath them as listeners; one complaining about a host introducing “soda flavors” as a topic.Â
- There was a unanimous feeling that callers add to the entertainment value of the shows when the host and the caller are at odds. Several mentioned how entertaining it had been to hear Neil Boortz “fileting” a caller who didn’t have his or her facts straight. Others mentioned the boredom of a string of callers who do nothing more than agree with the host (reinforcing the need for well-trained, carefully-managed call screeners). While no respondent mentioned tuning into a talk show just to hear the callers, it was apparent to the pros in the room that a great call screener is a great investment.Â
- Most panelists responded positively when asked about staying in a car, listening to the radio, long after they’d arrived at the destination, waiting to hear the completion of a host’s story or the remaining exposition of a topic. “This American Life” was the specific program noted by more than one, but there were separate recollections of shows on commercial spoken-word stations as well.Â
- Panelists also talked about the short leash they often give shows to draw them into the topic being discussed or cause them to move on to another listening choice. Several talked about willingness to give a show a “couple of minutes” to see if they could figure out (a) what the topic is and (b) if they’re interested. This again supports the idea that hosts need to restate and refresh topics constantly, since listeners don’t all tune in at the start of a radio talk show.Â
There was an overall feeling that talk radio could do some things better and that talk radio had been better in the past. There was a clear love of the product, however, a belief that better days are ahead, a strong passion for myriad variations of the talk format and the desire for even more in the future.
-
-