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1.
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Research provides information - a station asset.
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2.
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Access to reliable research information allows informed decisions to be made, effective strategies identified, future plans devised, and revenue projections made based on factual data, and from a listener's point of view, rather than from a purely station orientation.
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3.
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Research information permits stations to identify and focus on specific audience segments where the most audience or revenue growth is likely to occur.
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4.
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Research information can be used by a station to treat current, lapsed, and potential members as individuals, targeting messages to individual member interests rather than taking a "one size fits all" approach in communicating with the audience.
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5.
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Research information allows for members to be targeted and segmented. Only those most likely to respond to a specific appeal can be solicited. This improves response and decreases fund-raising expenses, resulting in increases in net revenue. Both the frequency and medium of communication with members can be controlled.
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6.
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The bottom line: information from research, when thoughtfully analyzed and implemented, can increase listenership and net revenue.
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The Benefits of Research
