Now that Techsurvey13 is making the rounds throughout the industry, it is fascinating for me to see the data points that are resonating the most.
While there is significant interest in our findings about autonomous cars, voice command devices, headphone usage, and podcasts, a key chart that generates buzz in radio circles is all about why consumers continue to enjoy listening to traditional radio stations in a world of seemingly infinite choice.
Our “Why Radio?” hierarchy paints a vivid picture of the jobs consumers hire stations to do for them in 2017. Once we get beyond the core benefits of music and personality, emotions (denoted with those red “E” circles) take center stage.
Companionship, mood elevation, and radio's ability to be an at-work buddy are all part and parcel of why millions of consumers choose radio. We've also learned that many of these emotional benefits are more frequently expressed by women and younger people.
Now a new research study from Customer Thermometer comes along that reflects these same findings on a broader scale. They surveyed 1,000 American consumers about brand connections. While this varies by brand types (men favor electronics companies while women favor fashion brands), emotion engagement with companies is something more than two-thirds of people share. Often, it comes to the feeling that a company – or radio station – cares about them.
While TS13 identifies the positive things they feel when listening to radio, the Customer Thermometer study maps out additional ways in which brands can successfully bring these emotions out. Caring, being positive, relating, and feeling special are all building blocks in unlocking the emotional benefits consumers derive from listening to a favorite radio station.
So, how they want to feel and how to make them feel that way make up the steps a strong, aspirational brand can put into action. When you look at our list and the Customer Thermometer hierarchy of brand emotions, it's a paint-by-the-numbers kit that great programmers and marketers can act on. For the most part, these are values audiences won't get from listening to Spotify, Pandora, or even a podcast.
Radio – when it's on its game – can deliver those benefits better than any other medium, platform, or brand.
You can take that to the emotional bank.
For a look at the Customer Thermometer study, and a nice infographic, click here.
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Dianna Kelly says
Excellent article! Drives me crazy when I hear people I know are warm, confident jocks rumble through a laundry list of “what’s coming up musically,” instead of making that emotional connection. Why not use that 15 seconds to share something they’d care about?
Fred Jacobs says
Dianna, thanks for the comment. It is easy to get so lost in the formatttics and mechanics that you lose sight of why people are listening in the first place.
Gerben van Niekerk says
Very true! One of my favourite authors on this subject (David T. MacFarland) wrote in 1990:
“… it is safe to say that audiences are probably seeking from the radio ways to enhance feelings of self-worth, and ways of receiving honest, emotional reassurance, without being exploited in the process” p. 47. And I think this still holds true!
Thanks for the article.
Fred Jacobs says
True then, true now. Thanks for reading our blog and contributing to the conversation, Gerben.