MENTAL WEAPONRY PERCEPTUALS
The same questions have been asked to the same people for generations. It’s time
to stop. Look at the world as it is – not as it was. Critical Mass
Media has re-invented the radio station perceptual study to address our changing
world.
- Determine the right questions using the I-WitnessTM Focus Blog
- Days of data – not hours.
- Format and generationally appropriate moderators & questions
- Expansion of issues, ideas, habits, perceptions; the ability to probe deeply
- Test audio in real-time
- Test video in real-time
- Test billboard and direct mail art
- Test contest concepts
- Test morning shows & talent
- Test promos and commercials
- And find out what you should be asking before you ever design your quantitative perceptual instrument
- When we get to Quantitative Perceptual Administration -- ask the right questions
using the right methodology
- Via phone for Arbitron susceptible respondents
- Via e-blast for more global and more targeted respondents
- Stop asking: Which station is getting better or worse
- How much they like the midday guy (of whom they’ve actually never
heard!)
- And the myriad questions that go on ad nauseam and give you the same old
answers
Start asking the right questions
Of the right people
With the action plan
that speaks “2007” instead of “1987.”
The world has changed. If you’re asking the
same old questions, using the same old vendor, you’re asking to go in the wrong
direction.
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