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WNKU Market Research

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With declining listeners, Northern Kentucky University's local radio station is currently trying to target more listeners by identifying what music is best to be played at the most listened hours during the day. This presentation reflects the market research and results done by NKU marketing students including myself and what the final recommendations are for WNKU.

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WNKU Market Research

  1. 1. Does WNKU Rock Enough? Overall Results of WNKU Members Survey Anna Feldman Tiffany Hopkins Julie Messer1
  2. 2. Table of Contents Research Objectives 3 Research Methodology 4 Demographics 7 Why Do Respondents Discontinue Membership/Support 8 How Often Do You Listen to WNKU? 9Listening Habits of WNKU (Compared to One Year Ago) 10WNKU’s Current Playlist 11Changes in Listening Behavior 12Morning Listening Behavior 13WNKU’s Direction 14Turnups & Tuneouts Top 2 Box Scores 15Overall Turnups & Tuneouts Ratings 16Heading in the Right Direction to Opinion on Current Playlist 17Heading in the Right Direction to Morning Listening Behavior 18Turnups & Tuneouts to Gender 19Turnups & Tuneouts to Age 20Turnups & Tuneouts to How Frequently You Listen to WNKU Compared to One Year Ago 21Turnups & Tuneouts to Respondents’ Membership/Support Status 22Turnups & Tuneouts to Morning Listening Behavior 23Turnups & Tuneouts to WNKU Playlist Rock Level 24Qualitative Findings 25Recommendations 32Appendix 34
  3. 3. Research Objectives1. To measure respondents’ attitudes towards music of varying tempos (i.e. Tuneouts vs. Turnups) through testing twelve, 30 second song clips2. To determine respondents’ overall satisfaction with WNKU3. To determine listeners’ morning listening habits4. To determine trends in how respondents are listening to music5. To determine why listeners discontinue monetary support of WNKU radio station3
  4. 4. Research MethodologySample: •WNKU’s email database (those with contact with WNKU) •Members, supporters, individuals intercepted at different events •8300 total emails/1600 rejects •943 total responses •14.1% response rate - 943/(8300-1600)Sampling Plan: •Self-administered web survey via emailDuration •Survey open online from November 7th , 2012 through November 12th , 20124
  5. 5. Research MethodologyScreening •Only those in WNKU database given access to survey •First question •“Which of the following best describes you?” •Current member/supporter, former member/supporter, neither but music lover in the Cincinnati area, other •If “other” was selected, respondent was screened out •12 respondents were screened outIncentives: •The use of material incentives were not used •Instead used intrinsic rewards •“Value their opinion” •“Need their input to make WNKU a better listening experience” •These methods are free and effective in calling respondents to action5
  6. 6. Research Methodology Qualitative Data •What is your overall impression of WNKU’s programming? •Do you have any final comments or suggestions for WNKU? •Former member/supporters: Please indicate the main reason why you are no longer a member/supporter of WNKU.6
  7. 7. Demographics Gender Age 56-65 39% Male 62% 46-55 33% 13% Female 38% 26-35 8% 6% 18-25 1% 0% 10% 20% 30% 40% 50% 60% 70% N = 840* N = 840* 0% 10% 20% 30% 40% 50% Q27: Your Gender Q25: Your age *The reduced base size pertains to WNKU Current and/or Former Supporters and Music Lovers in *The reduced base size pertains to WNKU Current and/or Former Supporters and Music Lovers in the Cincinnati area the Cincinnati area Annual Income Before Taxes Education $150,000+ 11% Bachelors Degree 35% $100,001-$150,000 18% Masters Degree 23% $75,001-$100,000 19% Some College 17% $50,001-$75,000 20% Professional Degree 12% $35,001-$50,000 11% Associate Degree 7% $20,001-$35,000 5% $0-$20,000 High School or Equivalent 5% 1% Prefer Not To Say 14% 0% 10% 20% 30% 40% N = 840* 0% 5% 10% 15% 20% 25% N = 840* Q28: Annual household income before taxes Q26: Education *The reduced base size pertains to WNKU Current and/or Former Supporters and Music Lovers in *The reduced base size pertains to WNKU Current and/or Former Supporters and Music Lovers7 the Cincinnati area in the Cincinnati area
  8. 8. Why Do Respondents Discontinue Membership/Support •Respondents largely did not discontinue their support because of discontentment with the station •The economy is having far more of an impact on membership and support than station content •This is good for WNKU because it signals that FOR THE MOST PART the music is not driving members away. However, it also means that the music is not urging people to continue support either Overextended Financially 54.5% Other 27.9% Unhappy with Program Changes 7.8% Music No Longer Matches My Taste 7.8% Not Enough News 1.3% Poor Customer Service 0.6% Too Much News 0% 0% 10% 20% 30% 40% 50% 60% N = 154* Q2. From the list below, please indicate the main reason why you are no longer a supporter/member of WNKU. *The reduced base size pertains to those respondents who stated that they are ‘Former Supporter/Member of WNKU’ from Q1, others were screened out The “Other” Responses were qualitative in nature, and will be discussed in length later8
  9. 9. How Often Do You Listen to WNKU? •This shows that the vast majority of respondents listen to WNKU on a daily basis (72%). The closest second is 2-3 times a week at 19.8% •This shows that respondents are dedicated WNKU listeners Daily 72% 2-3 Times a Week 19.8% Once a Week 3.5% 2-3 Times a Month 2.9% Once a Month 0.8% Less than Once a Month 0.8% Never 0.2% 0% 10% 20% 30% 40% 50% 60% 70% 80% N = 904* Q7: How often do you listen to WNKU? *The reduced base size pertains to WNKU Current and/or Former Supporters /Members and Music Lovers in the Cincinnati area9
  10. 10. Listening Habits of WNKU (Compared to One Year Ago) •This is another positive sign for WNKU •The majority of respondents (85.8%) are either listening to WNKU about the same amount or more frequently •Only 14.2% are listening less About the Same 61% More Frequently 24.8% Less Frequently 14.2% 0% 10% 20% 30% 40% 50% 60% 70% N = 904* Q8: Thinking specifically about WNKU, would you say you listen more frequently, less frequently, or about the same as you did one year ago? *The reduced base size pertains to WNKU Current and/or Former Supporters /Members and Music Lovers in the Cincinnati area10
  11. 11. WNKU’s Current Playlist •This shows that the vast majority of respondents think that WNKU already rocks just the right amount •18.5% believe it could rock a little harder •Only 8.4% think WNKU rocks too much Rocks just about the right amount 71% Doesnt rock enough 18.5% Rocks too much 8.4% Havent listened to WNKU lately, dont have an opinion 2.1% 0% 10% 20% 30% 40% 50% 60% 70% N = 893* Q11: Considering WNKU’s current playlist, do you believe the music: *The reduced base size pertains to WNKU Current and/or Former Supporters and Music Lovers in the Cincinnati area11
  12. 12. Changes in Listening Behavior •There are 3 percentages that stand out and are beneficial for WNKU: The fact that respondents are largely listening to AM/FM radio about the same amount (58.4%), that most respondents are not listening to satellite radio (70.5%), and that respondents are listening via streaming more frequently (42.1%) •This is good for WNKU because most respondents are still listening to traditional radio, are not listening to satellite radio (one of WNKU’s competitors), and are streaming music more often (a medium that WNKU utilizes) AM/FM RADIO SATELLITE RADIO Never Listened to Music This Way 1.3% Never Listened to Music This Way 70.5% About the Same 58.4% About the Same 8.5% Less Frequently 13.6% Less Frequently 10% More Frequently 11% More Frequently 26.6% 0% 10%20%30%40%50%60%70%80% 0% 20% 40% 60% 80% ONLINE STREAMING IPOD/MP3 Never Listened to Music This Way 17.9% Never Listened to Music This Way 31.1% About the Same 26.6% About the Same 28.8% Less Frequently 13.4% Less Frequently 11.5% More Frequently 42.1% More Frequently 28.7% 0% 10% 20% 30% 40% 50% 0% 20% 40% N = 917* Q4: Considering the different ways you might listen to music, would you say you listen to music in the following ways more frequently, less frequently, or about the same as you did two years ago?12 *The reduced base size pertains to WNKU Current and/or Former Supporters and Music Lovers in the Cincinnati area
  13. 13. Morning Listening Behavior •This shows that the majority of respondents prefer music that rocks in the morning, but mellow music and talk/news are not far behind •Music that rocks should be played the most in the morning, but mellow music and talk/news should also be played (just less than rocking music) Music that rocks 43.8% Mellow music 30.3% Talk/news 22% Rather not listen to any of these 3.9% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% N = 904* Q5: From the following, what would you prefer to listen to in the morning, during your typical morning routine? *The reduced base size pertains to WNKU Current and/or Former Supporters and Music Lovers in the Cincinnati area13
  14. 14. WNKU’s Direction •The majority of respondents either “strongly agree” or “agree” that WNKU is a good station to discover new music (95.3%), that overall WNKU is heading in the right direction (81.4%), and that they are satisfied with the mix of music WNKU plays (83.1%) •Only 2.5%, 7.1%, and 9.4% of respondents disagree with the above statements respectively 75.7% 19.6% WNKU is a good station to discover new music 2.2% 1% 1.5% 48.4% 33% Overall WNKU is heading in the right direction 11.5% 5.2% 1.9% 44.1% 39% Satisfied with the mix of music WNKU plays 7.4% 7.5% 1.9% 0% 10% 20% 30% 40% 50% 60% 70% 80% Strongly Agree Agree Neither Agree nor Disagree Disagree Strongly Disagree N = 893* 1 2 3 4 5 6 Q10: Please indicate your level of agreement with the following statements pertaining to Strongly Disagree Neither Disagree Agree Strongly N/A WNKU Disagree or Agree Agree *The reduced base size pertains to WNKU Current and/or Former Supporters and Music Lovers in the Cincinnati area14
  15. 15. Turnups & Tuneouts Top 2 Box Scores** •11 out of the 12 song clips tested were very well liked (Over 45% of respondents reported a “like” or a “like a lot”) •The “Turnups” (in green) as a group were liked more overall •HOWEVER, the song most liked (by the Jayhawks) is a “Tuneout” Jayhawks 73.7% Paul Thorn 73.1% Muddy Waters 64.9% TURNUP James Gang 64.7% TUNEOUT Jimmy Hendrix 63.2% G Love 60.9% Rodney Crowell 59.7% Reverand Payton 52.5% Tony Furtado 48.9% Carrie Newcomer 46.1% Ellis Paul 45.3% Sara Watkins 22.2% 0% 10% 20% 30% 40% 50% 60% 70% 80% N = 540* 1 2 3 4 5 6 Q13-Q24 Please indicate how you feel about this song clip.(See scale to right) *The reduced base size pertains to WNKU Current and/or Former Supporters and Music Don’t Like Dislike Dislike Like Like Like a Lovers in the Cincinnati area at All Somewhat Somewhat Lot **Total percentages are from those respondents that chose ”Like” or “Like a lot” with each1 of the 12 song clips.5
  16. 16. Overall Turnups & Tuneouts Ratings** •The vast majority of respondents generally liked the songs •One song stood out, Sara Watkins, a “Tuneout” with only 58% of respondents reporting a “like” and 42% reporting a “dislike” •This shows that overall, respondents did prefer the “Turnups” with 3 of the top 4 being those, and the bottom 4 being “Tuneouts”. However, the margin between songs are slim and the number one liked song was a “Tuneout” by Jayhawks Jayhawks 94.6% 5.4% Paul Thorn 92% 8% Muddy Waters 88.9% 11.1% James Gang 88.4% 11.6% TURNUP Rodney Crowell 87.3% 12.7% TUNEOUT G Love 87% 13% Jimmy Hendrix 85.8% 14.2% Reverand… 79.7% 20.3% LIKE Ellis Paul 79.2% 20.8% DISLIKE Carrie… 79.1% 20.9% Tony Furtado 79.1% 20.9% Sara Watkins 58% 42% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% N = 540* 1 2 3 4 5 6 Q13-Q24 Please indicate how you feel about this song clip. (see scale to right) *The reduced base size pertains to WNKU Current and/or Former Supporters and Music Don’t Like Dislike Dislike Like Like Like a Lovers in the Cincinnati area at All Somewhat Somewhat Lot **“Dislike” values based on the sum of “Don’t like at all”, “Dislike”, and “Dislike Somewhat”; “Like” values based on the sum of “Like Somewhat”, “Like”, and “Like a Lot”16 percentages
  17. 17. Heading in the Right Direction to Opinion on Current Playlist • Looking at the Bottom 2 Box Score, 89.0% of respondents believe that WNKU Rocks too much while also “strongly disagreeing” or “disagreeing” that WNKU is heading in the right direction • 51.8% of respondents believe that WNKU doesn’t rock enough while also “strongly disagreeing” or “disagreeing” that WNKU is heading in the right direction Bottom 2 Box Rocks too much** 41.2% 47.8% 16.7% 89.0% Rocks just about the right amount** 35.3% 19.6% 44.1% 54.9% Doesnt rock enough** 23.5% 28.3% 31.4% 51.8% I havent listened lately, dont have an opinion** 4.3% 7.8% 4.3% 0% 20% 40% 60% 80% 100% 120% Strongly Disagree Disagree Neither Agree nor Disagree Bottom 2 Box N = 893* Q10: Please indicate your level of agreement with the following statements pertaining to WNKU along with Q11: Considering WNKUs current playlist, do you believe the music: Rocks too much, Rocks just about the right amount, Doesn’t rock enough, or I haven’t listened lately, don’t really have an opinion. *The reduced base size pertains only to WNKU Current and/or Former Supporters and 1 2 3 4 5 6 Strongly Disagree Neither Disagree Agree Strongly N/A Music Lovers in the Cincinnati area Disagree or Agree Agree ** With 99% Confidence, there is a significant difference in the graph and data above17
  18. 18. Heading in the Right Direction to Music During Their Morning Routine • 77.5% of respondents who like music that rocks in the morning, also “strongly disliked” or “disliked” the direction that WNKU is heading • 21.1% of respondents who like Talk/News in the morning, also “strongly disliked” or “disliked” the direction that WNKU is heading • 47.1% of respondents who like music that rock, “strongly disagree” that WNKU is heading in the right direction Bottom 2 Box Music that rocks** 47.1% 30.4% 77.5% Mellow music** 29.4% 47.8% 77.2% Id rather not listen to any of these** 17.6% 6.5% 24.1% Talk/news** 5.9% 15.2% 21.1% 0% 10% 20% 30% 40% 50% 60% 70% 80% Strongly Disagree Disagree Bottom 2 Box N = 893* Q5: From the following, what would you prefer to listen to in the morning, during your typical morning routine? Along with Q10: Please indicate your level of agreement with the following statements pertaining to WNKU *The reduced base size pertains only to WNKU Current and/or Former Supporters and Music Lovers in the Cincinnati area 1 2 3 4 5 6 Strongly Disagree Neither Disagree Agree Strongly N/A ** With 99% Confidence , there is a significant difference in the graph and data above Disagree or Agree Agree18
  19. 19. Turnups & Tuneouts to Gender • Males enjoy “Turnups” , while Females enjoy “Tuneouts” •Males’ average mean score for “Turnups” is 4.8, while Females’ is a close 4.6 • Males’ average mean score for “Tuneouts” is 4.3, while Females’ is ahead with 4.5 4.8 Male 4.3 4.6 Female 4.5 0 1 2 3 4 5 6 Turnup** Tuneout** N = 534* Q13-Q24: Please indicate how you feel about this song clip Along with Q7: Your Gender *The reduced base size pertains to WNKU Current and/or Former Supporters and Music Lovers in the Cincinnati area (Q1) and with the respondents who were able to hear the song 1 2 3 4 5 6 clips Don’t Like Dislike Dislike Like Like Like a ** With 99% Confidence, there is a significant difference in the Turnups and Tuneouts in at All Somewhat Somewhat Lot the graph above19
  20. 20. Turnups & Tuneouts to Age • The current (56-65) and target (46-55) demographics for WNKU resulted in the same average mean score for “Turnups” • The lowest average means came from the youngest (18-25) and oldest (66+) demographics • The highest average mean for a “Tuneout” was scored by the current demographic - 56-65 (4.5) 4.4 66+ 4.4 56-65 4.8 4.5 46-55 4.8 4.3 36-45 4.8 4.2 26-35 4.6 4 18-25 4.4 3.9 0 1 2 3 4 5 6 N = 534* Turnup** Tuneout*** Q13-Q24: Please indicate how you feel about this song clip Along with Q25: Your Age *The reduced base size pertains to WNKU Current and/or Former Supporters and Music Lovers in the Cincinnati area (Q1) and with the respondents who were able to hear the song 1 2 3 4 5 6 clips Don’t Like Dislike Dislike Like Like Like a ** With 90% Confidence, there is a marginal significant difference in the Turnups in the at All Somewhat Somewhat Lot graph above20 *** With 95% Confidence, there is a significant difference in the Tuneouts in the graph above
  21. 21. Turnups & Tuneouts to How Frequent You Listen to WNKU Compared to One Year Ago • Those respondents who rated “Turnups” highly listen to WNKU about the same or more frequently then one year ago • Those respondents who rated both “Turnups” and “Tuneouts” the lowest, also listen to WNKU less frequently than one year ago • Both “Turnups” and “Tuneouts” were rated above a 4.0 average scale mean among respondents and their frequent listening of WNKU compared to one year ago 4.9 More Frequently 4.3 4.8 About the Same 4.5 4.3 Less Frequently 4.2 0 1 2 3 4 5 6 Turnup** Tuneout*** N = 534* Q13-Q24: Please indicate how you feel about this song clip Along with Q8.: Thinking specifically about WNKU, would you say you listen more frequently, less frequently, or about the same as you did one year ago? *The reduced base size pertains to WNKU Current and/or Former Supporters and Music 1 2 3 4 5 6 Lovers in the Cincinnati area (Q1) and with the respondents who were able to hear the song Don’t Like Dislike Dislike Like Like Like a clips. at All Somewhat Somewhat Lot ** With 99% Confidence, there is a significant difference in the Turnups in the graph above21 *** With 95% Confidence, there is a significant difference in the Tuneouts in the graph above
  22. 22. Turnups & Tuneouts to Respondents’ Membership/Support Status • All of the songs were ranked highly, though “Turnups” were ranked higher • Current members and Cincinnati music lovers both ranked “Turnups” very highly with an average mean of 4.8 • Former and Current members/supporters ranked the “Tuneouts” the same with a median score of 4.4. This shows that former members are still enjoying the music, it was not the music that drove them away 4.8 Neither, but Cincinnati music lover 4.1 4.6 Former Members/ Supporters 4.4 4.8 Current Members/ Supporter 4.4 0 1 2 3 4 5 6 Turnup** Tuneout*** N = 534* Q13-Q24: Please indicate how you feel about this song clip Along with Q1: Which of the following best describes you *The reduced base size pertains to WNKU Current and/or Former Supporters and Music Lovers in the Cincinnati area (Q1) and with the respondents who were able the song clips 1 2 3 4 5 6 ** With 90% Confidence, there is a marginal significant difference in the Turnups in the Don’t Like Dislike Dislike Like Like Like a graph above at All Somewhat Somewhat Lot *** With 95% Confidence, there is a significant difference in the Tuneouts in the graph22 above
  23. 23. Turnups & Tuneouts to Music You Listen to During Morning Routine • Those respondents who enjoy music that rocks during their morning routine, scored “Turnups” highest with a 4.9 • Those respondents who would rather not listen to any of the options during their morning routine, scored “Tuneouts” the lowest with a 4.2 • Those respondents who enjoy mellow music during their morning routine, scored both “Turnups” and “Tuneouts” with a 4.6 Music that rock 4.9 4.3 Mellow Music 4.6 4.6 Talk/News 4.6 4.4 Rather not listen to any of these 4.3 4.2 0 1 2 3 4 5 6 Turnup** Tuneout** N = 534* Q13-Q24: Please indicate how you feel about this song clip Along with Q5: From the following, what would you prefer to listen to in the morning, during your typical morning routine? *The reduced base size pertains to WNKU Current and/or Former Supporters and Music 1 2 3 4 5 6 Lovers in the Cincinnati area (Q1) and with the respondents who were able to hear the Don’t Like Dislike Dislike Like Like Like a song clips at All Somewhat Somewhat Lot ** With 99% Confidence, there is a significant difference in the Turnups and Tuneouts in the graph above23
  24. 24. Turnups & Tuneouts to WNKU Playlist Rock Level • Those who stated that WNKU Rocks too much, rated the “Tuneouts” higher than any other Rock level options (4.8) • The highest average means from the song clips came from “Turnups” and those respondents who stated that WNKU doesn’t rock enough or rocks just about the right amount (4.8) • The lowest “Tuneout” average mean came from respondents who doesn’t think WNKU rocks enough (3.7) 4.8 Rocks just about the right amount 4.5 4.8 Doesnt rock enough 3.7 4.2 Havent listened lately, no opinion 4.3 3.9 Rocks too much 4.8 0 1 2 3 4 5 Turnup** Tuneout** N = 534* Q13-Q24: Please indicate how you feel about this song clip Along with Q11: Considering WNKUs current playlist, do you believe the music: Rocks too much, Rocks just about the right amount, or Haven’t listedn lately, no opinion *The reduced base size pertains to WNKU Current and/or Former Supporters and Music 1 2 3 4 5 6 Lovers in the Cincinnati area (Q1) and with the respondents who were able to hear the Don’t Like Dislike Dislike Like Like Like a song clips at All Somewhat Somewhat Lot ** With 99% Confidence, there is a significant difference in the Turnups along with Tuneouts in the graph above24
  25. 25. Qualitative Findings Breakdown by Topic Discussed • Playlist - 233 • Sorted by Genre Q30: Do you have any • Specific Shows - 136 final comments or • DJs suggestions for WNKU? • Direction of WNKU - 79 • Good, Bad, and Ugly • Adapt Technology - 47 • App, Social Media • Events Relating to WNKU - 31 • Put on by WNKU • WNKU Attends25
  26. 26. Qualitative Findings - Verbatims Playlist – Finding That Happy Medium • Variety • “WNKU is too heavy on FOLK music and ROCKABLLY music” • “A little more ROCK wouldn’t hurt” • “More LOCAL music!!” • “Stick with diverse programming” • “Introduce new music from the same old artists” • “Mix ROCK with softer sounds” • “Gets a big TWANGY at times” • “NO MORE WHITE PEOPLE MUSIC”26 N=233
  27. 27. Qualitative Findings - Verbatims Specific Shows • “DJ quality is uneven” • “More Request Shows” • “Remember that the staff is what makes the music come alive. Personality’s, which cost money, MATTER!” • “I don’t want to listen to talk. I can listen to NPR stations for that.” • Byrd Man • “Replacing Byrd Man with a nationally syndicated show was a BAD MOVE.” • “Programs that I loved got cancelled, especially Byrd Man” • “Byrd Man was a personal favorite of mine” • “ I HATE that guy you put in Byrd Man’s spot”27 N=136
  28. 28. Qualitative Findings - Verbatims Direction of WNKU • Good • “Take over the world…one tower at a time” • “A wonderful gift to listeners.” • “I LOVE the station and brag about you all the time, but not many people are aware of WNKU.” • “Keep up the fine tuneage” • “One thing that shines through all your programming is that music matters.” • Bad • “Find your way home” • “Sometimes you walk a little into the weeds” • “We expect a lot out of you” • Ugly • “BECOMING MORE COMMERCIALIZED AND IT IS INSULTING TO LISTENERS TO SAY YOU ARE COMMERCIAL FREE. IT’S COMMERCIAL ADVERTISING, HOWEVER YOU SLICE IT.”28 N=79
  29. 29. Qualitative Findings - Verbatims Adapt to Technology • “Looking forward to the time when you can have an app for my iPhone.” • “Think about creating Podcasts” • “Put Brian O’D on Podcast” • “Stronger signal would be great” • “THANK YOU for adding additional signals” • “I am currently residing in Abu Dhabi UAE and listen online. DON’T FORGET ABOUT US.”29 N=47
  30. 30. Qualitative Findings - Verbatims Events relating to WNKU • “Love Monday Night Live Concerts” • “Love Studio 89” • “Thanks for supporting natural events like RiverFest and other musical events.” • “Keep your focus on city/urban news and events” • “I don’t like the fact that you don’t have local volunteers helping with the pledge30 anymore.” N=31
  31. 31. Qualitative Findings - Verbatims Why Respondents are No Longer Members •Never got around to it – 9 •“Laziness” Q2: From the list •“I’m a hump – didn’t get around below, please select the to renewing” main reason why you •Financial Issues – 8 are no longer a •“Fewer $$$ to spend” supporter/member of •“Lost my job” WNKU. (Comments •Live out of the area – 6 from respondents who selected “other”) •“Moving out of area, need to support next NPR station” •“Moved away from Cincy area”31
  32. 32. Recommendations • Short Term Goals (3-6 Months) • Make sure that listeners understand the three stations in one concept •There still seems to be unresolved confusion • Target the 36-45 age group • Focus more on “Turnups” as well as with songs that ROCK, but don’t necessarily throw out all “Tuneouts” • This will appeal more to this demographic but it will also appeal to the current audience (which is the 46-65 age group) • Refer to Slide 17 to see similar means between32 demographics
  33. 33. Recommendations • Long Term Goal (8-12 Months) • Create WNKU Mobile Application •Respondents reported listening via online streaming more frequently (42.1%) •Refer to Slide 11 •Creating an “app” was a recurrent suggestion in the open-ended question •Refer to Slide 28 • Through NKU CAI (College of Applied Informatics)33
  34. 34. Appendix • Contains Qualitative Information • Why Former WNKU Supporters/Members aren’t Current Supporters/Members • Overall comments about WNKU34

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