RAJAR is to enter the digital age with the introduction of online radio listening diary and a new digital personal interviewing aide.
A Computer Assisted Personal Interviewing tool along with website access for respondents will help the traditional diary-based audience measurement from Q3, 2011.
The new online diary known as CAPI, is expected to be adapted in time to mobile devices such as Tablets and Smart Phones, and offers real-time measurement initially only available via PCs.
Here are the quotes:
Jerry Hill, chief executive officer of RAJAR said: “As the radio industry evolves, RAJAR is keeping step by developing new and innovative services for our clients and consumers. The use of digital technology has become so prevalent across all demographics that we are now able to make these changes. Adding to our tool box to provide enhanced information is not only progressive for the industry, but also beneficial in offering something easy and compelling for the consumers who provide our data.”
Tim Davie, director of BBC Audio and Music, added: “We welcome RAJAR’s moves to further strengthen its research through digital technology. We hope the additional research will allow us even better insights into listeners’ habits.”
Andrew Harrison, chief executive of RadioCentre, commented: “The accurate recording of listening figures is crucial to commercial radio, which relies on this to help generate its revenue, so these improvements are a welcome addition to RAJAR’s robust survey.”
The prototype of the online diary was built by YouGov, RAJAR’s development partner. In order to facilitate a scaled deployment of the new online diary RAJAR has extended the contracts of its research contractors, Ipsos MORI and RSMB, into 2014. The new digital tools were developed under the management of a cross-industry steering committee appointed by the RAJAR Board, with representatives from RAJAR, BBC and Commercial Radio.
Posted on Monday, June 6th, 2011 at 8:35 am by RadioToday UK