“It has taken survey researchers some time to adapt to the idea of online surveys, but a quick look at the public polls on an issue like presidential approval reveals a landscape now dominated by online polls rather than phone polls.”

But change they must.

I’m more than aware our Techsurveys have multiple limitations.  They don’t reflect those who don’t listen to radio, respondents must opt-in in order to participate, and they very likely represent a more core radio audience because of their membership in email databases, as well as their propensity to engage socially with radio stations.

Techsurvey 2019And I’ve clearly pointed these caveats out for 14 years, as we will do once again later this month.  I’m comfortable in the notion that every research methodology is flawed, in one way or another.  None is perfect, and there is no “right way” to find out what people are thinking.

If you take the time to read the entire Pew Research paper (and if you rely on data to program or market your station – or you’re a station owner, you should), you’ll get a credible walk-through of the trek they’ve made to arrive at their conclusion that online isn’t the future, it’s the “present” of audience research.

All of us at Jacobs Media are thrilled with the data we have to show you.  Some of it will very nicely track along with past studies, as well as other research you’ve seen.  But other new findings will open your eyes, change your thinking, and even blow your mind.

I’ll present the “stakeholder survey” on March 26th, and then two days later, a special pull-out for Joel Denver and Sat Bisla’s “Worldwide Radio Summit.”

And when you see the data, you might even say,

“Hold the phone!”