2. Flow of the Session
What is a business problem?
What is a research problem?
How do we arrive at a research problem from a
business problem
Live Example
3. Business Problems in Media
Television channel has been consistently losing
viewers
Local Radio station is steadily losing market share
and its No.1 position is being threatened
Newspaper subscriptions have stagnated
4. Key Pillars of a Media Business
• Is your
media brand
available
• Are you
communicatin
g with your
Target Group
• What
actually the
people
consume
• Are you
reaching
people at a
time
convenient to
them
Scheduling Content
DistributionMarketing
6. Live Business Problem
Local Radio station is steadily losing market share and
its No.1 position is being threatened
What could be the possible research problems?
What are the various hypothesis we can form?
Can we test all hypothesis? Should we prioritize? If
so, how?
8. What did we do?
Used available data
Radio Audience Measurement for the local market
Helped understand radio listenership behavior
Scheduling data from programming team
Understand what music is being played by the station
Brand Health
Helped us understand how the brand is performing vis a
vis competition
9. Identified Research Problem
The key hypothesis was that there were problems
with content i.e. the music being played
We now needed to propose a research design to
solve this problem
What could have been the approach?
10. Our Approach
Auditorium Music Tests
Involves large number of participants rating music on
various parameters
Understand Genre preferences of music
Rating each genre on a scale of 0 to 100
11. Our Approach – Auditorium Music Tests
♪ A self completion questionnaire is used for Genre Auditorium Music Test (AMT)
Recruit the target respondents for Auditorium Music Test (AMT)
Screening Interview
Pre-AMT Interview
Genre Auditorium Music Test (AMT)
Understand the music habits of the respondents
To understand the likeability and preference towards each song classified by genre
12. Genres of Music Tested
Contemporary Bollywood
New Retro Bollywood
Old Retro Bollywood
Contemporary Local Language
Retro Local Language
Traditional Folk
Contemporary Folk
New Age Music
13. Classifying Songs into Lists
♪ Core List (Always hit Songs)
♪ Peripheral List (Hit Songs)
♪ Semi-Peripheral List (Semi hit Songs)
♪ Average Performance List (OK Songs)
♪ Remaining List
PLAY MORE
PLAY LESS
15. Split of Core List
Core List Songs Total
Con.
Bolly
New Age
N. Ret
Bolly
Ret. Local
Lang
Contempor
ary Folk
Old Ret.
Bolly
Cont.
Local
Lang
Trad.Folk
Total Songs (2014) 416 52 52 52 52 52 52 52 52
Core List (2014) 206 15 16 39 36 21 37 25 17
% Mix of core
Songs in that
genre (2014)
50 29 31 75 69 40 71 48 33
% Mix of core
Songs in that
genre (2011)
42 38 23 65 42 29 46 58 29
♪ At an overall level, very high preference for New Retro Bolly (75%) followed by Old Retro
Bolly(71%) and Retro Local Lang. (69%)
♪ Contemporary Bollywood and New Age Music score lowest in the Core list
♪ We need to see how these genres fare in terms of likeability…
16. Average Likeability for Genres
2011 2014
Genres Overall Overall
BASE 1049 1080
Overall Avg. all genres 77.74 73.48
Old Retro Bollywood 82.15 80.57
New Retro Bollywood 84.12 80.04
Retro Local Lang. 80.23 77.56
Contemporary Folk 74.85 72.74
Contemporary Local Lang 78.48 69.34
New Age Music 74.26 69.29
Traditional Folk 70.57 69.26
Contemporary Local Lang. 77.26 69.06
17. Proportion of Genres
Core List Songs Total
Con.
Bolly
New Age
N. Ret
Bolly
Ret. Local
Lang
Contempor
ary Folk
Old Ret.
Bolly
Cont.
Local
Lang
Trad.Folk
Proportion of the
songs in the Core
list (in %)
100 7 8 19 17 10 18 12 8
Composition of
Client playlist -
2014 (in %) *
58 1 0 0 26
♪ Does this give us an answer?
* As per the findings from Kolkata FCT and Playlist Analysis by Mirchi, Kolkata, 2014
* As per the data provided by the client programming
18. Client v/s Competition Playlist
Core List Songs
N. Ret.
Bollywood
O. Retro
Bollywood
Retro
Local Lang
Cont.
Local Lang
Contemp.
Bollywood
Ranking as per AMT 1 2 3 4 5
What you should be
playing %
26 25 23 16 10
Client % 1 0 0 26 58
Competition 1 % 0 36 40 5 0
Competition 2 % 1 0 0 0 85
Competition 3 % 6 10 3 26 41
♪ Client as well as most competition stations play Contemporary Bollywood songs the most;
whereas this genre is amongst the lesser preferred genres in the city
♪ Competition 1’s playlist is in line with listeners preferences!
19. But is this all we need?
We have the preferences of the listeners of the city?
However, do all listeners have the same
preferences?
Do preferences vary by Gender, Age, Socio
Economic Classification?
20. CLUSTERS AND THEIR PROFILES
Cluster Analysis on average likeability
3 cluster solution is optimum
• Gender: Female
• Age Group: 35 – 45 years
Cluster 1
(46%)
• Gender: Male
• Age Group: 25 – 34 years
Cluster 2
(29%)
• Gender: Male
• Age Group: 18 – 24 years
Cluster 3
(25%)
21. CLUSTERS ON AVG. LIKEABILITY…SO ANY
DIFFERENCES ON HOW THEY LIKE VARIOUS
GENRES?
♪ At an overall level, Retro & 90s Hindi Songs are the most preferred Genre in Kolkata
♪ CHR Hindi has found divergent likeability amongst the newer (Cluster 3) & older (Cluster 1) age
groups
♪ Cluster 3 (Males, 18-24) have more inclination towards Hindi music
2011 2014
Genres Overall Overall Cluster 1 Cluster 2 Cluster 3
BASE 1049 1080 500 312 268
Row % 100 100 46 29 25
Overall Avg. all genres 77.74 73.48 76.55 74.69 65.33
O. Retro Bollywood 2 1 2 2 4
New Retro Bollywood 1 2 3 1 2
Retro Local Lang. 3 3 1 3 7
Contemporary Folk 6 4 4 5 6
Contemporary Bollywood 4 5 8 4 1
New Age Music 7 6 6 6 5
Traditional Folk 8 7 5 8 8
Contemporary Local Lang. 5 8 7 7 3
22. CLUSTER PREFERENCE FOR GENRES
Cluster
3
Contemporary
Bollywood
Contemporary Local
Lang.
N. Ret.
Bollywood
Cont.
Folk
Retro Lo.
Lang
Cont. Folk
Trad. Folk
N. Ret.
Bollywood
O. Retro
Bollywood
New Age
Music
O. Retro
Bollywood
N. Ret.
Bollywood
Cluster
2
Trad. Folk
Cont.
Folk
N. Ret.
Bollywood
Trad. Folk
O. Retro
Bollywood
Trad. Folk
New Age
Music
Retro Lo.
Lang
New Age
Music
Retro Lo.
Lang
Cluster
1
N. Ret.
Bollywood
Trad. Folk
Trad. Folk
O. Retro
Bollywood
O. Retro
Bollywood
Retro Lo.
Lang
New Age
Music
Early
Morning
s
Morning
s
Afternoo
n
Early
Evening
Evening Night
Late
Nights
Contemporary
Bollywood over
indexed in C3
Contemporary
Hindi/Local Lang. over
indexed in C3
