P1/Favorite/Most and Music Research

How do find the people who matter most?

A number of blog entries are focused on this issue. I think most of this is fueled by the fact that the multi-week PPM measurement methodology has revealed something not available through the one week diary survey: People can change their P1 station from week to week.

What does this mean for music research?

We need to begin with the end in mind.

Our goal: Use the results of the music test to fine-tune our music, and make the people who spend a lot of time with us continue to do so.

The process: Only people who listen to us are going to quickly hear and appreciate the changes we make based on a music test.

The answer: We focus on behavior.

I suggest you screen your respondents with the phrase:

"Which radio station do you listen to the most"?

In my experience, there isn't usually very much difference between this and the attitude question "Which radio station is your favorite". But, several programmers and researchers have reported a problem with getting listeners of certain formats (like soft AC) to name the station as a "favorite".

This is worth more thought and study, particularly when we try to get maximum benefit from what are called "perceptual" surveys.

But for screening an auditorium music test, we're probably as focused as possible when we ask people about their listening, rather than their attitude.

Extra credit:

But why not have it all? Ask them about their favorite station too. And when you get a different answer, probe, probe, probe. When behavior and expressed attitude don't match up, how valuable is it for us to understand why? Very!