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.
Local and national stations are encouraging listeners to visit a Web site where they are questioned about their relationship with radio, television, newspapers, magazines and the Internet. The survey is administered by research firm YouGov and commissioned by the RadioCentre.
The survey focuses on 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 sites, as well as on-air testimonials from talent and celebrities who talk about the importance of radio, to encourage people to participate. Participants also have the chance to win a DAB radio.
The week will end with “The Big Debate,” a live program aired by approximately 50 stations.