As Malaysia’s Star Radio Group (SRG) begins working with new research company GfK to conduct ratings on behalf of its four stations, Chief Operating Officer Kudsia Kahar explains the rationale behind the move.
Earlier this year, SRG withdraw from the twice-yearly radio ratings conducted by Nielsen, on behalf of the rest of Malaysia’s commercial radio industry.
1) Why did Star Radio Group decide to engage GfK, a market research company which is new to the industry?
Consumption of radio content via platforms like online streaming and apps have been in existence long enough for it to be measured.
It is a fatal misstep if we fail to measure how people consume and engage with radio brands and content on these platforms. Since GfK had won the bid to measure radio audiences in Australia, which has a dynamic radio industry, it was only logical for us to also choose them to bring Star Radio Group into what is the reality of audiences today.
Paper diaries alone is an archaic approach and no longer a true gauge of where and how our audiences engage and interact with us.
2) How is their approach different from the previous market research company?
Relying on the paper diaries alone and getting respondents from gated communities, of which there are plentiful, was a challenge that the previous company could not address adequately enough for us.
In-office listenership was not measured, and it took way too long for them to come back to us with a digital panel that could be used for the digital diaries to be disseminated.
GfK came prepared with paper diaries, e-diaries and m-diaries (mobile diaries) which meant that the younger audiences could have better participation as it is an app on their phones and they don’t have to wait to get home in order to fill out those paper diaries.
3) Are you worried about the discrepancy in the findings since there were two different surveys being carried out, by two different research companies?
Someone had to take the first step. Just as how someone had to invent the first automatic geared car versus the traditional manual geared car.
SRG has no qualms about taking this bold step now. We were not prepared to wait another two years to understand the current audience trends – by that time the brands could be so off the mark it would be too hard to play catch up.
The methods of research are not so radically different, but via GfK it is more current. Some of our biggest clients have already made it very clear that digital engagement with their potential and current customers is their focus, via GfK we’re able to provide those solutions.
Bespoke campaigns for clients can have a multi-pronged approach – on-air via the traditional methods of talksets, live liners, integrated talksets or contesting, on ground via events and tours and on digital by focus-targeting who they want to reach when they can be engaged best, and visually as well.