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How research helped a radio group win a licence

How research helped a radio group win a licence

In March 2007, 4Radio Group applied to Ofcom to run a new national Digital Audio Broadcasting (DAB) multiplex which would become the UK’s second commercial DAB radio multiplex offer.

Faced with a competitive bid for the licence, the 4Radio Group turned to research to provide the backbone of its application to Ofcom.

This was a competitive application which brought together several major media organisations, including EMAP, Sky, Chrysalis, UTV, Carphone Warehouse and Universal Music, under the 4Radio Group banner. M-Lab Research were also in the midst of it all as the research agency commissioned to design a bespoke & innovative piece of quantitative research to support the bid.

The bid needed to be heavily evidence based including demonstrating that the winning application would provide services which would "taken as a whole, appeal to a variety of tastes of interests" and the services would be "distinct to those on the existing national commercial DAB multiplex."

M-Lab designed a study where 4,000 respondents were recruited across Great Britain & Northern Ireland. The respondents were asked usage & attitude questions and 27 proposed radio station of likely output were tested. Each respondent heard at least four clips, selected at random except for key stations e.g. Asian station was played to Asian respondents. Respondents rated each station on a five point scale.

This research was used by 4Digital in their winning entry for Applications of Research at the 2007 MRS awards.

Download the full case study by clicking the link below.

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