Monday, January 16, 2012

The "Other" Questions

This is the week A&O's 7th Annual "Roadmap 2012" perceptual study goes into the field. Client stations can track strategic and tactical questions to define clusters (in addition to music preference), understand how satisfied each individual audience is with their favorite station compared to national averages, tracked over the years, in addition to tech usage.

Each A&O client station will receive a customized local breakout. The first presentation of the national findings and recommendations will be at A&O Pre-CRS Seminar '12 next month.

It's never possible to have an unlimited number of questions. That's why as Mike, Becky and I finalize the study, we ask ourselves "are these the most pressing success factors affecting clients right now?," which means that there are many other "interesting" things everyone who creates content for listeners also need to know about today's listener which we decided not to ask, since any smart programmer or personality is going to hang out with real people in their audience and tailor what they talk about to as many tribes within their cume as possible.

Do you know how long your cume and core listeners have been listening to country music? Less than a year, 1 to 3 years, 3 to 6 years, more than 6? The exact percentages matter less to your success than the fact that a bit of your content must be engaging to each of those groups as consistently as possible.

How many folks under 30 live in their residence? Is it close to the national census average of two and a half? More/fewer? Why would that be? Is it unique to your station or the local community for some reason?

Besides country music, what other types of music do they enjoy listening to? What type of program do they like to watch on TV?

In the past year, how many times have they left your home state on vacation? Did they drive or fly?

If they could choose one place to go on a dream vacation, where would it be? Would they take the whole family or go alone for an escape?

When they have spare time, what type of activity do they like to do most often?

How many vehicles do they and the other members of the household own?

Is their personal vehicle domestic or foreign? Why?

How would they identify their political views?

Social networks are one great place to start to think about these "lifestyle" questions in terms of the kind of people you want to like and listen regularly to you, and I don't just mean Facebook, Twitter and the online resources where you can interact with the lives of real people.

You don't need a perceptual study to do that.

You need a "life."

PS: if you'd like to make sure your audience is part of "A&O Country Roadmap 2012," reach out now to Mike, Becky or me.

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