NPR tracking study


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NPR Listens Panel

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NPR tracking study

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