British broadcasters are taking audience research to a new level with “The Big Listen,” a week-long campaign to discover how people are using radio and what more they want from the medium.
Starting yesterday, 11 June, local and national radio stations across the United Kingdom are encouraging listeners to visit “The Big Listen” Web site where they are questioned about their relationship with radio, television, newspapers, magazines and the Internet. The survey is being administered by research firm YouGov and commissioned by the RadioCentre.
The survey focuses on 20 areas identified by the RadioCentre as critical to the future of radio, including the role of radio in breaking new talent to how listeners tune in to radio programs.
The stations are using pushes on their Web sites, as well as on-air testimonials from presenters and celebrities that talk about the importance of radio, to encourage people to participate. Participants also have the chance to win an Oono MiniDAB radio set.
The week will end with “The Big Debate,” a live program aired by more than 50 stations across the country.