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NPR tracking study

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NPR Listens Panel

NPR Listens Panel

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NPR tracking study NPR tracking study Presentation Transcript

  • Using the NPR Advisory Panel to Get Closer to the Listener
  • Case Study 2: Program Tracking
    Problems
    Limited internal audience for newly launched listener panel
    New senior leadership requests our participation in creating an audience-focused organization
  • Panel Background
    Panel Background
    • Web-based public radio advisory panel
    • 31,000+ listeners across US and overseas
    • Provides NPR new ways to engage with listeners (and member stations)
    • Panelists receive survey invites (via email) up to 2 times per month
    • Panelists recruited with help from member stations, NPR Newsletters, Facebook, Google, Twitter, etc
    • No $ incentives provided for panelists
  • Panel Background
    January 2009 64 NPR Stations Represented
  • Panel Background
    January 2011 600+ NPR Stations Represented
  • Panel Background
    Who are the panelists?
    Frequent to Infrequent, Long-time to new listeners
    Varied Platform Use – some examples
    350+ access NPR content via Android app
    400+ via an iPad
    3,400+ through their iPhone
    4,000+ via Facebook or Twitter
    Identified listeners for all NPR shows
  • Panel Background
    Previous Panel Goals
    • Increase breadth & depth of panel research
    • Increase panelist engagement
    • Engage panelists through newsletters so that they understand how their feedback is being used
    • Increase response rates to open-ended/essay questions
    • Improve survey response rates
    • Enhance diversity of panelists with strategic recruitment
    • African-American panelists
    • Hispanic panelists
    • More geographically representative
  • Case Study 2: Program Tracking
    Each Month
    300 respondents per show
    Core listeners
    All NPR produced programs
    Questions
    Attention level change from 6 months ago
    Listening level change from 6 months ago
    Reasons for changes (schedule, satisfaction, topics)
    Quality level change from 6 months ago
    Likelihood to recommend
  • Case Study 2: Program Tracking
    Passage of healthcare bill
    % of Listeners Closely Following News Coverage of a Topic
    BP oil spill
    Super Bowl
    World Cup
    Super Bowl
    N = 17,242
  • Case Study 2: Program Tracking
    I’ve trusted what I’ve heard
    I enjoy listening to the hosts & reporters
    I feel like what I hear is editorially balanced
    I’m never bored when I listen
    Listening always provides a sense of surprise & delight
  • Case Study 2: Program Tracking
    I regularly hear topics covered from angles or perspectives I don’t hear elsewhere
    I regularly hear stories that I don’t hear elsewhere
    I learn something new every time I listen
    Listening has made me interested in things I was never interested in before
    I feel like I’m a more interesting person because of listening
  • Case Study 2: Impact
  • Case Study 2: Impact
    Our Cup
    is Full