GfK’s Morten Boyer explained the new audience research methodology at today’s CRA Conference.
Key points from his presentation include:
The new multi mode methodology will increases the ways radio surveys will interact with respondents.
Collectors will recruit people using online tablet PCs, which will allow GfK to monitor samples in real time and adjust, so that the correct balance of demographics is achieved.
A door to door pilot study was conducted this year to test whether the mix of online and pen and paper diaries was about right. It was run in parallel with survey 5, finding that the tablet PC methodology “worked a treat,” according to Boyer.
About 24% of people preferred the online method of filling out surveys.
An advantage of the new system is that there is no more need for manual data entry in surveys.
The pilot survey did find some drawbacks in using electronic methods, which has given GfK a chance to modify some factors before it officially begins to conduct surveys next year. GfK also did an online pilot study to test how they would blend paper diaries with the eDiaries.
A new benefit for the radio industry is GfK’s AudienceScope insights data, which has had “an excellent response for the lifestyle questions.”
AudienceScope will provide a quarterly indicator of elements of people’s listening to “dig a bit deeper and provide more context for the radio industry.”
Insights from the research include that there are many digital radio advocates among radio listeners, so radio should harness them to help build digital radio listing.
For under 40 year olds it was really important to have a digital radio in their car according to the research.
A surprising insight of the research challenged the usual assumption that headphone listening takes place on transport and on the go, but in fact, the research shows headphones are most used “in the home.”
“The most popular place for headphone listening is in the home… It’s a very intimate listening experience,” said Boyer.
In another new development, broadcasters will now be able to access survey results on their smart phones.
A series of road shows will take place in each market in the coming month, to introduce station staff to the new system.