This document summarizes research conducted by the Danish Broadcasting Corporation using an undercover agent method to gain new insights into how people listen to the radio news. Agents monitored their spouses or colleagues' radio listening behaviors without their knowledge and then participated in interviews about what was observed. The research found discrepancies between perceived and actual radio news listening habits and identified specific issues causing dips in listening. Changes implemented based on these findings initially reduced listening dips by 50% though their effectiveness decreased over time, highlighting the importance of monitoring solutions as well as identifying problems.

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2014
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2. DR MEDIEFORSKNING
UNDERCOVER
AGENT METHOD
- AND HOW IT LEAD TO NEW
INSIGHTS INTO HOW WE LISTEN TO
NEWS ON THE RADIO
ISTANBUL
FEBRUARY 2014
PETER NIEGEL
DANISH BROADCASTING CORPORATION
PETN@DR.DK

3. DR MEDIEFORSKNING
OBJECTIVE OF THE PRESENTATION
How “agents” can get you into the consumption situation (radio listening) - without the
disturbing influence of having a researcher in the room
How you can recruit in a unique way - and actually get people to “spy” on eachother
How you can integrate your respondents in your research and understand their
consumption patterns better.
And finally how it is often more important to monitor the implementation of the solution
– than it is to understand and solve the problem.

4. DR MEDIEFORSKNING
CHANGE OF METHOD MEASURING RADIO LISTENING
Green
arrows
show DIPS
Average reach 2007, monday to friday
1000
700
900
600
800
700
600
400
rtg000
Number of listeners
500
500
300
400
200
300
200
100
100
0
0
05:00
Time of day
06:00
07:00
08:00
09:00
10:00
11:00
12:00

5. DR MEDIEFORSKNING
THE METHODOLOGICAL PERSPECTIVE OF MEASURING
The big change with PPM is the change
from the perceived listener reality to the
measured listener reality
This difference is central in understanding
the listeners. Listeners do not necessarily
mean to give us inaccurate listening figures
via CATI or diaries – but they do
The Danish radio reality didn’t shift on
jan. 1st 2008, but our ability to perceive
it correctly did

6. DR MEDIEFORSKNING
DISCREPANCY BETWEEN EXPERIENCED AND REAL LISTENING
Problem
To look at everyday radio use, without interfering with user habits and rituals
Inspiration
“Iron Board study”, “Shadow Shopping”, Ethnographic “moving-in” studies
Solution
Agents to monitor and ”log” spouse or colleagues behaviour
Observation in real time (morning, transport, work ect.)
Afterwards in depth duo-interview by DR audience researcher
Makes it possible to
Observe radio listening in a normal atmosphere
Have a unique look into listeners everyday life.
Challenge respondents answers through their monitored behaviour
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7. DR MEDIEFORSKNING
DIFFICULTIES
Recruitment
Snowball recruitment and agent to accept on behalf of respondent
Screening of respondent through agent
Teach agent to observe and to do log-book
Teach agent not to talk to spouse after observation – at all
Ethics – the interview is ”black box” until respondents accept
Interview
Keep time from observation to interview down to a minimum
Best for ”negotiated listening” - not solo listening
Much depend on (how well you teach) the agent

8. DR MEDIEFORSKNING
ADVANTAGES
Unique access to the radio listeners every day life
Observation in relaxed normal atmosphere
To study behaviour and be able to challenge what the
Listener think to be the truth
Interview
The log-book is essential. As a tool in the interview
and for analysis afterwards.
Interview on top of agent-observation reveal both
voluntary and involuntary behaviour and
A good way to gain access to what the listeners think
and feel in the listening situation

9. DR MEDIEFORSKNING
RESULTS FROM THE UNDERCOVER AGENT PROJECT
DIPS are structural
Appointment time
The jingle is an alarm-clock
News on radio is functional
Update – not repetition
Repetition kills interest
Fixed length = indifferent
news items
Variable length
Short is functional
Flow maintain – news interrupt
News is guest on flow
News need added value
Functionality of news is NEW
If it ain't new – it ain't news
Use of news merge in the
younger demographics
Integrated news room
Cross media corporation

10. DR MEDIEFORSKNING
THE SOUND OF CHANGE
THE IMPLEMENTED CHANGES
IN OUR FLOW-FORMATS CUT THE LISTENING DIPS
BY APPROX. 50 %

11. DR MEDIEFORSKNING
DIPS OVERVIEW
16%
15%
Undercover
analysis
14%
14%
12%
10%
11%
11%
9%
8%
11%
2008
1. kvartal 09
2. kvartal 2009
8%
3. kvartal 09
6%
4. kvartal 09
4%
1. kvartal 2010
2%
2. kvt. 2010
0%
Hele dagen

12. DR MEDIEFORSKNING
DIPS OVERVIEW
Revisiting
dips
Undercover
analysis
16%
15%
14%
14%
12%
12%
11%
11%
11%
10%
10%
2008
1. kvartal 09
9%
2. kvartal 2009
8%
3. kvartal 09
8%
4. kvartal 09
1. kvartal 2010
2. kvt. 2010
6%
3. kvt. 2010
4. kvt. 2010
4%
2%
0%
Hele dagen

13. DR MEDIEFORSKNING
REASONS FOR THE FALLBACK
Journalists’ professional competence
SOP’s
Who gets to decide which news are irrelevant each day
Making flow hosts and news hosts talk in same language
Cutbacks and new strategic goals

14. DR MEDIEFORSKNING
CONCLUSIONS
The Undercover Agent Method did bring new understanding to radio
We were able to see the discrepancy between actual and perceived behaviour
We could work together with respondent in order to get a better understanding
We did solve the problem and won the listeners back to the news on radio
But most importantly - monetering the solution is every bit as
important as solving the problem.
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15. DR MEDIEFORSKNING
THANK YOU!
Peter Niegel
Audience Researcher, DR
PETN@DR.DK

16. Qualitative 360 Europe
2014
Gold Sponsor
Silver Sponsor
Supported by
Organised by