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The undercover agent methodology – new approaches to audience observation - Danish Broadcasting
Jul 18, 2015
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Qualitative 360 Europe 2014
Silver Sponsor Gold Sponsor
Supported by
Organised by
DR MEDIEFORSKNING
UNDERCOVER AGENT METHOD - AND HOW IT LEAD TO NEW
INSIGHTS INTO HOW WE LISTEN TO
NEWS ON THE RADIO
ISTANBUL FEBRUARY 2014 PETER NIEGEL DANISH BROADCASTING CORPORATION [email protected]
DR MEDIEFORSKNING
OBJECTIVE OF THE PRESENTATION How “agents” can get you into the consumption situation (radio listening) - without the disturbing influence of having a researcher in the room How you can recruit in a unique way - and actually get people to “spy” on eachother How you can integrate your respondents in your research and understand their consumption patterns better. And finally how it is often more important to monitor the implementation of the solution – than it is to understand and solve the problem.
DR MEDIEFORSKNING
CHANGE OF METHOD MEASURING RADIO LISTENING
0
100
200
300
400
500
600
700
Nu
mb
er
of
list
en
ers
Time of day
Average reach 2007, monday to friday
0
100
200
300
400
500
600
700
800
900
1000
05:00 06:00 07:00 08:00 09:00 10:00 11:00 12:00
rtg
000
Green arrows
show DIPS
DR MEDIEFORSKNING
THE METHODOLOGICAL PERSPECTIVE OF MEASURING
The big change with PPM is the change
from the perceived listener reality to the
measured listener reality
This difference is central in understanding
the listeners. Listeners do not necessarily
mean to give us inaccurate listening figures
via CATI or diaries – but they do
The Danish radio reality didn’t shift on
jan. 1st 2008, but our ability to perceive
it correctly did
DR MEDIEFORSKNING
5
Problem To look at everyday radio use, without interfering with user habits and rituals
Inspiration “Iron Board study”, “Shadow Shopping”, Ethnographic “moving-in” studies
Solution Agents to monitor and ”log” spouse or colleagues behaviour Observation in real time (morning, transport, work ect.) Afterwards in depth duo-interview by DR audience researcher
Makes it possible to Observe radio listening in a normal atmosphere Have a unique look into listeners everyday life. Challenge respondents answers through their monitored behaviour
DISCREPANCY BETWEEN EXPERIENCED AND REAL LISTENING
DR MEDIEFORSKNING
DIFFICULTIES
Recruitment
Snowball recruitment and agent to accept on behalf of respondent
Screening of respondent through agent
Teach agent to observe and to do log-book
Teach agent not to talk to spouse after observation – at all
Ethics – the interview is ”black box” until respondents accept
Interview
Keep time from observation to interview down to a minimum
Best for ”negotiated listening” - not solo listening
Much depend on (how well you teach) the agent
DR MEDIEFORSKNING
ADVANTAGES
Unique access to the radio listeners every day life
Observation in relaxed normal atmosphere
To study behaviour and be able to challenge what the
Listener think to be the truth
Interview
The log-book is essential. As a tool in the interview
and for analysis afterwards.
Interview on top of agent-observation reveal both
voluntary and involuntary behaviour and
A good way to gain access to what the listeners think
and feel in the listening situation
DR MEDIEFORSKNING RESULTS FROM THE UNDERCOVER AGENT PROJECT
DIPS are structural Appointment time The jingle is an alarm-clock
Flow maintain – news interrupt News is guest on flow News need added value
News on radio is functional Update – not repetition Repetition kills interest
Fixed length = indifferent news items Variable length Short is functional
Functionality of news is NEW If it ain't new – it ain't news
Use of news merge in the younger demographics Integrated news room Cross media corporation
DR MEDIEFORSKNING
THE IMPLEMENTED CHANGES IN OUR FLOW-FORMATS CUT THE LISTENING DIPS
BY APPROX. 50 %
THE SOUND OF CHANGE
DR MEDIEFORSKNING DIPS OVERVIEW
15%
11%
9% 8%
11% 11%
14%
0%
2%
4%
6%
8%
10%
12%
14%
16%
Hele dagen
2008
1. kvartal 09
2. kvartal 2009
3. kvartal 09
4. kvartal 09
1. kvartal 2010
2. kvt. 2010
Undercover analysis
DR MEDIEFORSKNING
15%
11%
9%
8%
11%
11%
14%
10%
12%
0%
2%
4%
6%
8%
10%
12%
14%
16%
Hele dagen
2008
1. kvartal 09
2. kvartal 2009
3. kvartal 09
4. kvartal 09
1. kvartal 2010
2. kvt. 2010
3. kvt. 2010
4. kvt. 2010
DIPS OVERVIEW
Undercover analysis
Revisiting dips
DR MEDIEFORSKNING
REASONS FOR THE FALLBACK
Journalists’ professional competence
SOP’s
Who gets to decide which news are irrelevant each day
Making flow hosts and news hosts talk in same language
Cutbacks and new strategic goals
DR MEDIEFORSKNING
CONCLUSIONS
The Undercover Agent Method did bring new understanding to radio
We were able to see the discrepancy between actual and perceived behaviour
We could work together with respondent in order to get a better understanding
We did solve the problem and won the listeners back to the news on radio
But most importantly - monetering the solution is every bit as
important as solving the problem. 13
Qualitative 360 Europe 2014
Silver Sponsor Gold Sponsor
Supported by
Organised by
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