Yes, it’s finally happening – the Arbitron eDiary will be an option for respondents starting in the Winter ’07 survey. This is a good sign, and this new recording tool will very likely resonate nicely with younger demographics, a long-time challenge for Arbitron (and all research companies, for that matter).
Clearly, the paper and pencil diary is archaic, and very likely a turn-off to many potential respondents. But focus groups that we conducted for Arbitron last year brought up an interesting dichotomy. Many younger people have a positive reaction to the eDiary initially. But once they agree to participate, the reality is that filling out an eDiary generally means that a respondent has to write down her listening, and then enter that information online. So, you’re still writing it down first, and recording it digitally later. That is, unless you’re online almost all the time. For in-car listening, it’s not really an improvement.
So, the eDiary isn’t perfect, but it’s one heckuva start. Clearly, the Cell Phone Only situation needs to be solved, too. And while the eDiary is a solid step toward a digital measurement future, the PPM solution seems like a more permanent method for attaining real-time listening.
Jacobs Media has consistently walked the walk in the digital space, providing insights and guidance through its well-read national Techsurveys.
In 2008, jacapps was launched - a mobile apps company that has designed and built more than 1,300 apps for both the Apple and Android platforms. In 2013, the DASH Conference was created - a mashup of radio and automotive, designed to foster better understanding of the "connected car" and its impact.
Along with providing the creative and intellectual direction for the company, Fred consults many of Jacobs Media's commercial and public radio clients, in addition to media brands looking to thrive in the rapidly changing tech environment.
Fred was inducted into the Radio Hall of Fame in 2018.
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Which brings us to another interesting question– which device is more suited to accurately measuring a person’s listening habits, a cell phone based solution or a “pager” based solution?