Lou

Joe
Alex

Joe’s Primary Research

As part of our market research for the new radio show we decided to conduct a survey to collect
a variety of both qualitative and quantitative data. Therefore, base on the results provided we
could make adjustments in our show plans to appeal to a greater target audience for
broadcasting. A survey was produced and distributed among randomly selected people of a
sample size of 10. Out of 10 people 57.14 % identified as male and 42.86 % identified as
female. When the sample is broken down more than 71.43 % fit within the the young 15-20 age
group. Therefore, suggesting that our shows needs to primarily target this age group more than
other age groups demographically. Furthermore, 57.14 % have heard of Fire in the Booth, a
similar show in BBC Radio 1xtra to our new show, and when the data is combined with our
demographic statistics demonstrates a strong positive correlation between the younger age
groups and having heard of Fire in the Booth in contrast to the older demographic audience.

The results charts above shows the demographics of the sample conducting the survey and
how they response to the question of, “Have you ever heard of Fire in the Booth?” In addition,
the 57.14 % that responded with yes, the overwhelming majority identified as male. Therefore,
strengthen the correlation of males aged 15 to 20 and having heard of Fire in the Booth before.
Moreover, when asked do you listen to radio and if so how often, 28.57 % answered yes,at least
once a week as well as a combined 71 % still listen to radio to some frequency. This suggests
that in 2017 radio is still very popular among the younger generation aged 15 to 20. However,
the genre of radio stations have shifted with the social trends and culture from classical music to
funk based on secondary research conducted above towards the electronic/rap/R&B genres.
Finally, when creating the survey we wanted to look for what our audience are particularly
interesting when finding their favourite radio show. The most common response was that the
presenter had to be engaging and interactive with their audience. Therefore, it is possible that
our show may have to include more interesting music based discussion rather than focus
specifically on playing music. To conclude, based on the research conducted our show will be
broadcasted in the evening from 4 to 6pm, have a speech to music ratio of 75:25, as well as
plan the show around attracting the young demographic of age 15 to 20.
Lou
Joe
Alex