| There are many good reasons to do Focus Groups for your radio station but there is only one person who should do them for you. I have interviewed thousands of radio listeners in hundreds of Focus Groups. There is absolutely no company more qualified to do Focus Groups for your radio station than Bob Harper & Co. |
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“When I was young, I thought I knew all the
answers, but as I became older I discovered
I was not asking the right questions.”
-- Reinhold Niebuhr
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| "... Nobody runs a better Focus Group than Bob Harper. He has a real knack for making listeners feel comfortable and pulling more information out of them than you normally would get. He is the 'Columbo' of Focus Groups." |
| -- Terry Patrick, Programming Consultant |
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| "... When I'm behind the glass with a client station watching Bob Harper do a Focus Group, it's almost as if he can hear us whispering. It's uncanny how often he asks just the question we're hoping he would." |
| -- Curt Hahn, President, Filmhouse |
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| " ... It's like eavesdropping on Picasso at work. Bob Harper is a master at making listeners comfortable and drawing them out." |
| -- E. Karl, Programming Consultant |
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 Practice, practice, practice.. I don’t know of anyone who has done more important Focus Groups for broadcasters than I have.
Taking charge. It takes an experienced professional to hold a Group under control while still keeping the session open and easy-going.
Tough specs. Bob Harper & Co. is brutal on local field companies. All respondents are run through our proprietary procedures, assuring a clean and legitimate sample.
In your shoes. I have been a General Manager, Program Manager, and Operating Partner. I know what you need from a Focus Group because I have been there on your side of the two-way mirror.
A strategic plan. The research doesn't end when the Groups do. You can count on a detailed summary and action plan.
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Here are the Important Times!
One - You're getting ready to field a major Perception research project. While you have a rough idea of the direction you'd like the study to take, you'd like some listener feedback first to help you feel the lay of the land from their perspective. You want to know, "What are the issues, problems, opportunities, and questions from the listeners' point of view?" You'd like the Focus Groups to help you understand, "How does the listener hear my station and the market? Is there a direction in which they can point me to gain an advantage?" |
| Two - There are some creative ideas you want to test - Maybe a new TV spot; perhaps a different music mix. It could be that you're thinking about new features for the morning program; brainstorming a special night show; or planning a different look for your web site. Focus Groups are the perfect way to "disaster check" a new idea. |
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Three - You have a plan, but you need buy-in from the Programming, Sales, or Marketing staff. There is nothing more powerful and compelling than hearing your audience talk about your station in a Focus setting! Focus Groups bring the raw numbers to life ... they put a human face on the statistics and columns of figures. Real listeners are much more believable than any consultant or dry data.
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