The NPR Advisory Panel provides NPR with a way to get feedback from over 31,000 listeners across the US and overseas. The panel allows NPR to better engage with listeners and member stations. Over time, the panel has grown from representing 64 member stations in 2009 to over 600 stations in 2011. The panel is used to track listener attention, listening levels, and satisfaction with NPR programs on a monthly basis. The data collected has helped NPR understand how well listeners are following major news stories and events. It also provides insights into why listeners tune in and how the programs enrich their lives.

1. Using the NPR Advisory Panel to Get Closer to the Listener

2. Case Study 2: Program TrackingProblemsLimited internal audience for newly launched listener panelNew senior leadership requests our participation in creating an audience-focused organization

3. Panel BackgroundPanel BackgroundWeb-based public radio advisory panel

4. 31,000+ listeners across US and overseas

5. Provides NPR new ways to engage with listeners (and member stations)

6. Panelists receive survey invites (via email) up to 2 times per month

7. Panelists recruited with help from member stations, NPR Newsletters, Facebook, Google, Twitter, etc

8. No $ incentives provided for panelistsPanel BackgroundJanuary 2009 64 NPR Stations Represented

9. Panel BackgroundJanuary 2011 600+ NPR Stations Represented

10. Panel BackgroundWho are the panelists?Frequent to Infrequent, Long-time to new listenersVaried Platform Use – some examples350+ access NPR content via Android app400+ via an iPad3,400+ through their iPhone4,000+ via Facebook or TwitterIdentified listeners for all NPR shows

11. Panel BackgroundPrevious Panel GoalsIncrease breadth & depth of panel research

12. Increase panelist engagement

13. Engage panelists through newsletters so that they understand how their feedback is being used