BKAJ Research Inc. Britni Diamond Krysten Muldoon Angela Tisone Julia Low
Agenda Background Research Objectives Methodology Findings Implications & Recommendations Q&A
Clear Channel is a media company with three separate business segments: Ration Broadcasting America’s Outdoor Advertising International Outdoor Advertising Focus: iHeartRadio Company Overview
iHeartRadio Delivers more that 750 radio stations to your smartphone AM and FM stations On-demand video content including iheartradio live artist performances and songs Frequent updated traffic reports on demand for major cities More than 10 million users have downloaded the iheartradio application
Pandora Clean, easy feel to website 99% of their employees have worked as musicians Database of more than 600 thousand songs Personalized stations are produced by grouping songs and artists that have many musical characteristics in common Differs from competitors, who base stations on a combination of user listening habits Has about 32 million registered users and has played 4.7 billion songs
Grooveshark Users have the ability to listen to single songs from the 7 million song catalog, save playlists, and embed both on other websites, blogs, and social media profiles through the GrooveShark widget Allows artists and record labels to promote themselves with advertisements All artist data is available to promoters
Research Objectives 1.To reposition iheartradio and expand its product capabilities in order to beat Pandora in the Internet music/radio listening genre. 2. To define multiple target audience segmentations and develop new iheartradio offerings that appeal to these groups.
Primary Research We conducted: 13 one-on-one Interviews 4 Ethnographic Interviews 3 Triads 2 Diads 15 Questionnaires via Email Total Respondents: 37
Traditionalists Music is part of the daily commute from one activity to the next They crave simplicity and music that is relaxing and nostalgic They stick to what they know and trust
Traditionalist Demographics Mostly women age 35+ both single and married with families Working professionals Disposable incomes Consumers of traditional radio 5+ per week; seldom Pandora Used to listening to traditional radio Dislike complicated technology Kids often dictate what music they listen to “I listen to the radio on my way to and from work and from shuttling my kids from one activity to the next.” It is a means of entertainment in between destinations. “Music usually puts me in a good mood, sometimes even a nostalgic mood if I hear a song from my past.” They are more concerned with experiences that music provokes. Traditionalist Psychographics
Multitaskers Music is the background soundtrack to their lives, but not their main passion. Always listen to music while doing other activities Follow music trends and consider music an individual experience.
Demographics men and women age 18-22 with limited disposable income currently attending a college/university and living on campus own smartphones and/or laptops Consumers of radio/streaming music 5+ per week At home: Traditional radio On campus: Pandora while studying (in the library, dorm room, or coffee shops), cooking dinner, exercising, cleaning, or when trying to sleep “ I love Pandora because you don’t have to think about it at the end of every song. I don’t like making my own play lists.” Don’t use Pandora to express their creativity but to be productive while studying. “ I am not original enough to share my music or make song recommendations to other people” Follow popular trends in music. “ I hate commercials. I always change the station. They interrupt my music experience.” Psychographics
Music Trendsetters Music for the Trendsetter is a passion Always searching for the perfect tunes for any occasion Share recommendations on blogs or by word of mouth Some make careers out of their music passion
Demographics Students age 20-25 living off campus Own smart phones and/or laptops Consumers of Pandora 5+ per week, not much traditional radio At home they listen to an iPod or CDs “Listening to music is an important group experience. Enjoying similar music and artists means you and those who enjoy it as well are in the same phase of life, you have a common interest. Pandora helps spread this interest. If we like one artist and their expression of music Pandora helps us find other artists we might like as well,I am always open to hearing new expressions..” Attempting to find new artists without the use of blogs. “ I love finding new music and telling all my friends stuff like “you need to hear this new song its incredible” Sometimes when I leave Pandora on in my room while doing work, I come across the most amazing songs and I love writing about them on my blog afterward. They use Pandora's variety of music choices to create trends and set them for others. ”Commercials ruin music, but if I can customize them to only hear commercials about upcoming albums or performances in certain cities it wouldn’t be that bad, it could actually benefit my music passion.” Psychographics
Findings Positioning Statement “To traditionalists, trendsetters, and multitaskers, iheartradio is the ultimate music experience, allowing you to engage with music in both traditional and nontraditional ways.” Support: 100% commercial free radio stations Discover and uncover new artists section AM and FM radio offerings Smartphone application
Recommendations New Offerings: Customizable iheartradio homepage Customized advertisements (upcoming concerts, fashion, sports, celebrities, etc) Partnership with ticketmaster.com and livenation.com