A man with glasses, a beard, and a pink headphones is sitting on a chair, looking at his phone in a room with plain walls. There is a wooden table with some objects in the foreground.
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Logo with the text 'TIMES RADIO' in white on a black background.
Virginia Radio logo with a star and the word Virginia inside the star.
The logo reads 'talkSPORT' in white text on a black background.

Boosting online
monthly active listeners

The Insight Challenge

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News Broadcasting is a radio broadcaster operating brands including talkSPORT, Times Radio and Virgin Radio. Research was needed to inform strategies across marketing and user experience that will increase sign-up and online listening, including both new listeners and maximising retention.

The project we crafted

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Waveform designed a multi-method iterative research programme centred around the 'Switching Forces' model to help shape the audience-centred strategies, features, and communications that can support growth and retention of online listener base.

  • Desk research including competitor reviews and behavioural bias audit to inform research design and context

  • Online qualitative research with 100 offline radio listeners to identify Push, Pull, Anxiety, Habit ‘Switching Forces’.

  • Quantitative survey including MaxDiff analytics to assess the relative impact of identified ‘Switching Forces’ and incentives.

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Outcomes

“The research from Waveform has been instrumental in shaping our thinking for how we encourage more of our listeners to either convert or additionally consume our product digitally. .”

Head of Marketing, News Broadcasting

“This piece of research unlocked valuable new insights to help us move listeners from AM / DAB to online listening. In turn this insight has helped us prioritise new marketing, product and data initiatives in ways that will benefit our users and drive topline growth.”

Direct of Strategy & Operations, News Broadcasting