stations know the importance of staying in close touch with their
listeners. Opinions and perceptions can change rapidly, so it is imperative
to know how listeners perceive and evaluate programming, promotion,
customer service, and new ideas. It can also be important to know
how they perceive a station's competitors! For stations wanting
to increase audience size, loyalty, and revenue, it is important to
stay in touch with listeners regularly.
of the best ways to receive meaningful feedback from listeners is
through a series of focus groups. Focus groups are discussions that
include carefully selected groups of individuals that reflect the
desired target audience. Typical focus groups include 8 to 10 participants.
agenda is determined in advance by the client and researcher, and
led by an experienced moderator who keeps the discussion free-flowing
while addressing all the major research questions. The groups are
audio and video taped so that the information can be carefully analyzed
and reviewed again at a later date. During the entire group, you and
your colleagues have a front row seat behind a one-way mirror that
allows you see and hear the groups, while remaining invisible to the
groups provide a unique insight into listener's perceptions. They
are an excellent method of why people believe and behave as they do.
the groups, Market Trends Research provides a complete analysis and
report, summarizing the results of the groups, including extensive
verbatim comments from participants, recommendations for future strategies
based on the results, an executive summary, copies of the focus group
videotapes, and assistance in implementing the results.
is no substitute for hearing the perceptions of listeners talking
about your station and its competition. Focus groups are the answer
to many of the questions that all stations have!
Trends Research can prepare and conduct focus research anywhere throughout
the United States and throughout the world.