Next*Radio

How effective is the concept for your radio advert?

Next*Radio® can help you find out. It provides insights on:

• the potential of your advert to impact sales
• how the advert is contributing to brand equity
• how well it fits with your advertising strategy
• how to optimize its effectiveness.

Interviewees are recruited through an online panel and are screened for:

• occupation
• specific quotas of the research (gender, age, category usage, etc).

They are asked to take their time to listen the program. Before listening interviewees are asked to answer very simple questions (awareness, likeability, etc) about well known celebrities in order to replicate hearing conditions of radio. This diverts their attention, emulating real-life radio listening behaviour as much as possible. They then go through the program and the questionnaire. The advert to be tested is inserted into a real radio programme which has already been aired (weather report, horoscope, or similar). The interview begins with a few questions about the radio program and then about the adverts.