The audience research department at NPR is announcing a very significant research effort. Stations have been groping for better illumination of their future options and this will help. Here is what was sent around the system in March 2010.
Who are the potential new audiences for public radio?
What are the hurdles to growth among younger and both politically and ethnically diverse audiences?
How can cross-platform behaviors propel public radio growth?
How far can we expand the appeal of programming while continuing to attract core listeners?
How much of the growth can be addressed by marketing and how much is a content and/or presentation challenge?
Is there gateway programming that can draw new audience to public media?
The study includes the following elements:
A nationwide online survey that will include current core and fringe NPR listeners. We will also include potential listeners who currently consume news and information programming (on any platform) but who do not listen to any public radio programmingAn oversample of 100 people in 13 markets; these markets were selected on consultation with the CPB and include those as identified as high opportunity in the Grow the Audience report.A segmentation analysis to identify, size, and profile key current and potential audience clustersMessage board forums with key constituent groups, to share personal experiences and engage in an online conversation about programming, exploring opportunities as well as potential hurdles to adoptionVideotaped in-home ethnographies (one-on-one lifestyle interviews) that highlight the behaviors, and media usage (including but not limited to NPR and public media) of key segmentsA final presentation that highlights audience segments to target, the unique opportunities among each, and key action steps for growth within each of these segments
We will be publishing results as we reach key milestones. We’re excited to embark upon this research and welcome your thoughts as we move forward!
All the best -
Lori Kaplan
Director, Audience Insight & Research
Joyce MacDonald
VP, Member & Program Services
We are pleased to announce the launch of a new nationwide study. In an effort to build on the recent "Grow the Audience" project by the Station Resources Group, NPR is eager to more specifically define the growth opportunities by answering –
Who are the potential new audiences for public radio?
What are the hurdles to growth among younger and both politically and ethnically diverse audiences?
How can cross-platform behaviors propel public radio growth?
How far can we expand the appeal of programming while continuing to attract core listeners?
How much of the growth can be addressed by marketing and how much is a content and/or presentation challenge?
Is there gateway programming that can draw new audience to public media?
The study includes the following elements:
A nationwide online survey that will include current core and fringe NPR listeners. We will also include potential listeners who currently consume news and information programming (on any platform) but who do not listen to any public radio programmingAn oversample of 100 people in 13 markets; these markets were selected on consultation with the CPB and include those as identified as high opportunity in the Grow the Audience report.A segmentation analysis to identify, size, and profile key current and potential audience clustersMessage board forums with key constituent groups, to share personal experiences and engage in an online conversation about programming, exploring opportunities as well as potential hurdles to adoptionVideotaped in-home ethnographies (one-on-one lifestyle interviews) that highlight the behaviors, and media usage (including but not limited to NPR and public media) of key segmentsA final presentation that highlights audience segments to target, the unique opportunities among each, and key action steps for growth within each of these segments
We will be publishing results as we reach key milestones. We’re excited to embark upon this research and welcome your thoughts as we move forward!
All the best -
Lori Kaplan
Director, Audience Insight & Research
Joyce MacDonald
VP, Member & Program Services
