Progress Report

Project Overview and Sneak Peak of Survey Findings

SRG Retreat: Sundance, Utah

August 5^th 2024

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The Need for Research

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SRG’s 2023 Public Radio Meta Analysis uncovered several key knowledge gaps. Chief among these:

A clear understanding of the unmet needs that exist in communities served by public radio, that public media organizations are positioned to address—both by virtue of their mission and their capabilities.

Project Overview

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Project Overview

Researching Unmet Needs

Progress Report, August 2024

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Phase I

National Quantitative Study

Online Survey

Phase II

National Qualitative Study

Online Focus Groups

Phase III

Socialization of Learning

Webinars and Workshops

Process Facilitation

Collaboration with two Advisory Groups (News & Music)

Local Market Modules

Survey Oversampling in Select Markets

Dashboarding Tool

Data Exploration

Project Timeline

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April

May

June

July

August

Sept.

Oct.

Nov.

Dec.

Q1 & Q2 2025

(we are here)

Check-in with Advisory Groups

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National Quant Study

Local Market Modules

National Qual Study

Socialization and Dashboarding

Researching Unmet Needs

Progress Report, August 2024

Progress Report, 2024

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• Sample definition: U.S. adults age 18+

Managed to be geographically and demographically representative of the U.S. adult population

• Sample source: Dynata (panel sample)
• Total sample: n = 10,002 (margin of error = +/-1%)
• Field dates: July 9^th – 18^th 2024
• Median length of completion: 18 minutes

Phase 1 - National Quantitative Study

Survey Specs

Researching Unmet Needs

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In an effort to capture feedback that would help improve the survey user experience and maximize the completion rate, we conducted ten 60-minute virtual interviews with a representative sample of US adults.

• We observed respondents taking the survey live via screenshare
• We then engaged with them about their experience—specifically about areas where their behavior suggested a potential opportunity to clarify questions or improve UX
• On the basis of what we learned, we refined wording, modified answer options, and removed items in order to shorten completion time and improve response rate

Phase 1 - National Quantitative Study

Survey Pre-Test

Progress Report, 2024

Researching Unmet Needs

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*Age, gender, race (Black/African American and Asian), and ethnicity (Hispanic) were managed to reflect the U.S. adult population based on 2020 Census data

**Omits respondents who selected “prefer not to say”

RUN 2024 | Researching Unmet Needs

Phase 1 - National Quantitative Study

Survey Respondent Profile

<1% identified as non-binary

Asked as combined multi-select question, following update Census methodology.8% selected multiple options, qua,ifying as multi-racial

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National

Quantitative Study

Survey Geographic Distribution

Hawaii (n=30)

Alaska (n=16)

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Phase 1 �Local Market Oversampling

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DMAs

• Atlanta (n=1,000)
• Central Virginia (n=500)
• Charlotte (n=500)
• Cleveland (n=500)
• Jacksonville (n=500)
• Milwaukee (n=500)
• New York City (n=1,000)
• Oklahoma City & Tulsa (n=500)
• Philadelphia (n=1,000)
• Pittsburgh (n=500)
• St. Louis (n=500)
• Tampa Bay (n=1,000)
• Washington D.C. (n=1,000)

Statewide

• Colorado (n=500)
• Michigan (n=1,000)
• Minnesota (n=500)
• Nebraska (n=500)
• Utah (n=500)
• Wisconsin (n=500)

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Researching Unmet Needs

Progress Report, August 2024

Total local market samples: n = 14,500

Plus, 10 organization fielding with constituent lists

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Phase 1 - National Quantitative Study

Our Approach to Measuring Unmet Needs

RUN 2024 | Researching Unmet Needs

General Media

• Subject matter (platform agnostic)

News and Current Events

• Topics
• Gratifications (what they hope to get from it)
• Characteristics (qualities of the content or source)
• Kinds of news (methods of storytelling)
• Formats (platform agnostic)

Music

• Genres
• Gratifications (what they hope to get from it)
• Experiences (methods of listening)
• Formats (opportunities for listening)

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National Quantitative Study

Sneak Peak of Survey Findings

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Caveats

• This is work in-progress
• For your eyes only (no cameras)
• Only a small curation of interesting takeaways
• Topline results for now; nuance, crosstabs, and more advanced statistical modeling still to come

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News Topics

The need for local stories and news about climate & the environment isn’t fully met

Politics and economy rate high for interest, but people feel there's already enough of that available

Low interest,

Not enough

Low interest,

Plenty of this

High interest,

Not enough

High interest,

Plenty of this

Perceived Availability

% who rated “Not enough”

RUN 2024 | Researching Unmet Needs

Not as much a fit for public radio

More likely a fit for public radio

Interest

% who typically seek out

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News Characteristics

People think that trustworthy, well-researched, and positive news are in short supply

Less opportunity in coverage that is opinion and personality-driven which they think there’s more than enough

Not as important,

Not enough

Not as important,

Plenty of this

Very important,

Not enough

Very important,

Plenty of this

Importance

% Top 2 rating for importance

Perceived Availability

% who rated “Wish there was more of this”

RUN 2024 | Researching Unmet Needs

Not as much a fit for public radio

More likely a fit for public radio

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“Jobs to be Done”

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Researching Unmet Needs

Progress Report, August 2024

Clayton Christensen

Father of Disruptive Innovation Theory

The Theory: People don’t buy products or services. What they’re really doing is hiring a brand to “do a job.”

The Application to RUN: What is the job that people are looking for you to do for them when they listen to one of your podcasts, turn on the radio, or attend one of your events?

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News Gratifications

People are looking for news that delivers hope, personal improvement, and community

Low interest,

Not enough

Low interest,

Plenty of this

High interest,

Not enough

High interest,

Plenty of this

Interest

% who typically seek out

Perceived Availability

% who rated “Wish there was more of this”

RUN 2024 | Researching Unmet Needs

Not as much a fit for public radio

More likely a fit for public radio

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Music genres

Top music genres from total sample mirror broader trends in musical interests

Associations between public radio and specific genres like classical and jazz align with current paradigm

RUN 2024 | Researching Unmet Needs

Not as much a fit for public radio

More likely a fit for public radio

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Music gratifications

Opportunity for music that is uplifting, and a soundtrack for their to-dos

RUN 2024 | Researching Unmet Needs

Not as much a fit for public radio

More likely a fit for public radio

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Music formats

Live experiences and curated playlists emerge as top unmet needs

Relatively lower appetite for short-form video, merchandise, linear programming, podcasts

Low interest,

Not enough

Low interest,

Plenty of this

High interest,

Not enough

High interest,

Plenty of this

Interest

% Top 2 rating for interest

Perceived Availability

% who rated “Not enough”

RUN 2024 | Researching Unmet Needs

Not as much a fit for public radio

More likely a fit for public radio

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A sneak peak at some segment-based differences: Politics

RUN 2024 | Researching Unmet Needs

Strongly agree:

I’m concerned about the accuracy and reliability of news I come across these days.

Question text: Here are some statements about news and music. Using the scale below, please rate your level of agreement with each of them.

Strongly agree:

The job of the news should be to broaden people’s outlook on the world.

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RUN 2024 | Researching Unmet Needs

Question text: Here are some statements about news and music. Using the scale below, please rate your level of agreement with each of them.

Agree or Strongly agree:

I’m always on the lookout for local concerts or live music in my area.

A sneak peak at some segment-based differences: Age and Race

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RUN 2024 | Researching Unmet Needs

Question text: Nowadays, there are many different ways to get the news and current events information that you’re most interested in. How likely are you to use each of the following?

Likelihood of using each method for news and current events information

Mean rating on 7-point scale

1 = Not at all likely

7 = Very likely

A sneak peak at some segment-based differences: Age

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Question text:

In just a few words, what comes to mind when you think “public radio”?

When I think of public radio, I think about it being for the listeners. Meaning, that it appeals to all types of music, news, and other programing for the listening audience to enjoy and be enriched by.

…what comes to my mind is: local news, latest events happening in certain areas, variety of music genres, and advertisements about local businesses and sponsors.

A source of information and entertainment supported by contributions from listeners.

I think about my local NPR station and the news and music programs they provide. It's like radio for nerds.

RUN 2024 | Researching Unmet Needs

When prompted to define “public radio” in their own words, some have the right idea.

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…I think of radio personalities, the buzz, the scoop, and radio sweepstakes.

What I think of regarding public radio is having my favorite FM classic rock radio station tuned in on my car as I'm driving.

102.5 the bone in Tampa is the only thing I really listen to all the other stations play the same thing every 45 minutes

A radio station owned by the government and accessible by anyone around the country

RUN 2024 | Researching Unmet Needs

But many don’t.

A radio station that everybody local knows, and probably plays Nickelback on repeat.

Question text:

In just a few words, what comes to mind when you think “public radio”?

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Understanding of Public Radio

Aided associations of public radio focus largely on non-commercial aspect and NPR

RUN 2024 | Researching Unmet Needs

Question text:

Based on your experience, which one of these BEST describes what “public radio” is?

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Awareness of Public Radio

But most can’t recall the name of a local public radio brand top-of-mind

RUN 2024 | Researching Unmet Needs

Question text:

“Public radio” refers to non-profit media organizations that deliver a variety of content and services in specific communities or regions. In addition to live radio broadcasts, they also stream online, offer podcasts, and host live local events. Some of their programming may come from national organizations like NPR, and some of their programming may be locally produced. They are non-commercial, meaning they rely on donations by listeners, community members, and local businesses.

With this definition in mind, do you know the names of any local public radio stations in your area?

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Valued services from Public Radio

Emergency alerts, event calendars, and content highlighting local culture are widely valued

RUN 2024 | Researching Unmet Needs

Question text: Here’s one last question about public radio. In addition to presenting news and music, sometimes public radio stations do other things in their communities. Which of these would you personally consider to be most valuable as a service from your local public radio stations? You may select UP TO THREE.

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What’s Next

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Next Steps

Researching Unmet Needs

Progress Report, August 2024

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Analysis of National Sample

Ongoing

• Cross-tabulation
• Coding of open text responses
• Advanced statistical modeling where useful

Local Market Modules

Now - October

• Fielding same survey in 19 markets (states and DMAs)
• Addition of ~5 custom questions in 17 of those markets
• Fielding survey with constituent contacts for 10 partner stations

National Focus Groups

August - October

• Review findings with News & Music Advisory Groups to review survey findings, develop concepts, and review topics for exploration in the focus groups
• 20 online focus groups total
• 10 with general population
• 10 recruited from station lists

ABOUT US

City Square Associates�402 Cambridge Street | Cambridge, MA 02141 | 617-441-7733�info@citysquareassociates.com

City Square Associates is a marketing research and strategic consulting practice that utilizes a variety of qualitative and quantitative research methodologies to obtain and apply consumer insight.

For twenty-five years we’ve partnered with a broad range of clients, including major media companies, renowned educational and cultural institutions, leaders in the medical and life sciences field, as well as non-profits and community-based organizations.

In all that we do, we endeavor to transform data into meaning and meaning into action

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©2017 City Square Associates | 4/14/17

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