R@dio web surveys: the secret to know listener wishes and desires. The case of "Ouvinte+ RFM" and audience research reconceptualization

Cordeiro, P. (2011). R@dio web surveys: the secret to know listener wishes and desires. The case of "Ouvinte+ RFM" and audience research reconceptualization. Zagreb conference: "New challenges and methodological innovations in European media audience research". 7-9 April 2011.

Abstract: This presentation aims to analyse the way Portuguese radio is using web 2.0 tools as an audience research method: “Ouvinte +” is an online survey developed by RFM to understand listeners practices, evaluate/rate music, measure the listener likes and dislikes of radio content and programming. The presentation analyses the influence of technology in the development of audience research methodologies as well as the re-conceptualisation of audience and listener concept. RFM is, for the last 10 years, the most listened radio station in Portugal, and its research methods will be used as an example of the complexity that digitalization and convergence has brought into this field of study. In order to answer to the most important question for radio broadcasters: “who listen to what, why, when, how and for how long?” radio broadcasters are using new techniques for audience research. Our analysis evaluates the importance of call-in surveys in radio programming, and new research methods using digital platforms, such as the “Ouvinte +” . RFM is a radio station with around one million listeners and innovated in 2006 the “call out” method in to an “in mail” method, which is based in an online panel. We’ll be presenting the innovative research method that the station developed with their listeners and an analysis of ratings methodology and methodological questions related to the “Ouvinte +” method like the sample or the online application of this kind of survey.