Radiocentre Launches Audience Insight Tool

UK commercial radio industry body Radiocentre has launched a free online tool called 'Audio Need-states Navigator', to provide media decision-makers with audience insight based on data from its Generation Audio study of listeners.

Radiocentre promotes the benefits of radio to advertisers and agencies through a combination of marketing activity, research and training, and also gives UK commercial radio a collective voice on issues affecting how radio stations operate. The Generation Audio study uses a mixture of qual and quant research to investigate listening behaviour across all commercial audio media, and explores why they listen and what the opportunities are for advertisers.

The research defines seven consumer 'need-states' served by audio: 'lift my mood'; 'keep me company'; 'help me escape'; 'amplify the moment'; 'provide social currency'; 'broaden my horizons'; and 'keep me in the loop' - and identifies how different forms of audio entertainment are used to meet each of these. It also examines the opportunities for advertisers to tailor their audio formats and messaging to reflect the listening habits in the need-states most relevant to their campaign goals.

The tool also includes full details about the data that fuels it, explores implications for audio planning, links to other relevant research or tools, and features an FAQs section designed to address queries that might arise during its use. Radiocentre Planning Director Mark Barber (pictured) comments: 'By placing people and their reasons-for-listening at its heart, we hope this new tool will encourage media strategists to progress beyond just standard demographic targeting and adopt a more sophisticated need-states-based approach to audio planning. When combined with aligned creative strategies, for example mood and/or situational congruence, the evidence suggests that such approaches can significantly enhance overall campaign performance'.

Web site: www.radiocentre.org .