GfK reveal survey methodology

Staff Writer

At today's National Radio Conference in Brisbane, Morten Boyer from GfK has jumped in front of Queensland Premier Campbell Newman to present the future of audience measurement.

Boyer spoke to the attendee's and gave an overview of what we can expect when the company take over from Nielsen next year to conduct radio surveys.

'Radio Ratings are slowly moving to an online style of ratings research. Physical diaries will still be used, but slowly using online for a portion,' revealed Boyer.

From next year, perceptual research will also be available 4 times a year.

Here are some of the key observations from his presentation.

  • It's vital in a world full of content, especially with so many devices having content available. Radio needs to keep up, or be left behind.
  • Market research is a science, so how do you future proof the radio audience?
  • The world now documents their experience in life, concerts, events, dinners and it's now important to document our experiences, eg, social media.
  • Radio audiences will shift from now, not only using the diary method, but to adding a portion of online data research, as it's where people are at.
  • As of 2014, 20% of radio surveys will move to an e-diary model. From the current pilot tests 20% of the respondents said they loved the e-diary.
  • In the testing phase, using online or tablet entry of research was very successful. The paper diary form has the opportunity for human error, mistakes and lack of interest.
  • Next years ratings will solicit for a portion of survey research, by finding them online.


Another change in 2014….

  • Audience Scope – an online audience tracker, which will tell you why people are listening. This will be released in conjunction with the radio surveys. There'll be 4 reports per year, with 5000 respondents partaking. This is to dig a little deeper, to monitor trends. This will be done solely online.


Findings so far in a 2013 audience scope trial test :-

  • Digital radio is most influential by word of mouth
  • People under 40 really want a digital radio in their cars
  • Most people listen to radio in their headphones in their homes, not on public transport.
  • People are most likely to be exposed to an entire ad, from an advertiser over and above, tv, billboards etc, which is great for clients who want their entire message heard.

If you work in Sydney, Melbourne, Adelaide, Brisbane, Perth, Newcastle, Canberra or the Gold Coast, expect to attend a boardroom presentation from visiting GfK staff from mid-October when they will show more about their methodology.

Sessions will be held by GfK in each market for agencies and advertisers in late January or early February 2014 before the first survey release.

Survey dates for 2014 are also out now HERE.

Noticeable changes to the survey schedule include :-

  • an increase from 2 to 3 for Canberra with each running for a longer period than before in that market. Now 8 weeks rather than 4.
  • there is now a 1 week survey break after S1 and S2 in the metro markets, compared to those breaks occurring after S2 and S3 this year
  • S1 is 6 weeks long in Syd/Mel/Bris/Ade/Per compared to the previous 5 weeks

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