RAJAR launches new digital technology
RAJAR is set to introduce new digital technology to its audience measurement tools. A new online radio listening diary and a new digital personal interviewing aide will be incorporated into RAJAR’s current survey.
The new technology, to be rolled out from July 2011 (Q3 2011), is being introduced as radio engagement evolves across an increasing number of platforms, including the internet and mobile phones, and in response to the wider availability and everyday use of online.
The move will enable RAJAR to offer improved demographic representation, with the complementary benefit of the online diary adding wider appeal to people who may be less responsive to the existing format, according to RAJAR.
It will also enhance the capture of listening data across all platforms be it analogue, internet, DTV or DAB. The online survey will mirror the paper survey in content, allowing all data to be integrated for reporting.
The new online diary, initially only available via PCs, is expected to be adapted in time to mobile devices such as tablets and smartphones.
In addition, CAPI (Computer Assisted Personal Interviewing) is being introduced across the entire RAJAR survey to help facilitate the launch. All demographic data recorded at the point of recruitment is now to be collected in real-time via CAPI, which improves data collection efficiency and allows fast and simple online registration that will enhance participation.
Jerry Hill, chief executive officer of RAJAR, said: “As the radio industry evolves, RAJAR is keeping step by developing new and innovative services for our clients and consumers. The use of digital technology has become so prevalent across all demographics that we are now able to make these changes. Adding to our tool box to provide enhanced information is not only progressive for the industry, but also beneficial in offering something easy and compelling for the consumers who provide our data.”
Tim Davie, director of BBC Audio and Music, added: “We welcome RAJAR’s moves to further strengthen its research through digital technology. We hope the additional research will allow us even better insights into listeners’ habits.”