What would be the right questions to ask a radio station when conducting market research?

Question

The radio station wants to expand their market, from 22-50 year olds to 16-22 aswell. I need to make a list of questions to ask the management team of the station in order to give suitable advice regarding their decision.

Answer 1

Well my first instinct would be to ask how you can "focus" on about 3/4 of the radio listening public? This is a very differentiated consumer base.

Next...what is the reason for pursuing the expanded target market? Overall ratings increase? Increase in a specific demographic, even at the expense of another? Reverse declining share of market? Increase revenues from a specific niche advertiser?

Finally, I'd want to discuss the issue of cannibalization... likely losses among one class of existing listeners in order to penetrate this new group. I'd ask them to explain how a 45 year old listener could ever be expected to keep tuning in after he or she has heard the programming and music you need to play in order to attract a 16 year old listener! (and vice-versa)

Is this a hypothetical (e.g. school project) or a real situation? it sounds pretty bizarre to me.

Answer 2

I'm left wondering why you are conducting a survey of the station's management instead of consumers, including your target audience. In my experience, management brings their experience to bear when making decisions based on results yielded by market research!

You'll need to determine what your target consumer listens to, at what time of the day/night, and for how long, income levels, shopping patterns and buying habits, percentage of income spent on key categories, etc.

While these are pretty much a part of any general market research questionnaire, you'll need to include questions that will determine how you can ATTRACT AND CONVERT a new age range, thereby expanding your demographic base. What is it about their current radio station they most and least like, what would they like to see improved or added on, etc.

This is a tricky proposition. Are not the listening habits and taste of the 20 year old vastly different from the 45 year old?

Your management may have to determine which demographic group they are willing to lose, should it come to a choice (this is usually the older age group.)

Answer 3

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