At least once a year every radio station should re-set its understanding of the target audience by conducting a full scale Perception study. This is a major telephone interview of several hundred radio listeners that measures the listening universe and your station's place in it.
Almost every research company does Perception studies. Some call them A&O's, "Attitude and Opinion" surveys. Some refer to them simply as "Big Studies." But, whatever they're called, the most important questions for you to answer are: "... why should I use Bob Harper & Co. for my Perception research? What is different about a BHC study that will give me an edge? What are the advantages of hiring Bob Harper & Co.?"
"Fast is fine, but accuracy is everything."
... Wyatt Earp
There are two parts to every Perception study and a research company has to get both halves right if you're going to have a winning radio station.
First, the study itself has to be properly done and the data interpreted by a top-flight professional. At many other research companies your study is dumped off to a staff analyst, often someone right out of school who knows nothing about your business. At BHC, the top people are always involved in your study at every step. No part of your research is ever without the direct supervision of Bob Harper.
Second, you need to know what to do with the information. The best research in the world is useless if you don't know how to make it come out of the speakers. This is Bob Harper & Company's forte. Because of Bob's vast programming and marketing experience, each Perception presentation ends with a detailed strategic plan. |
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It's one thing to uncover the right information from the listeners and another to present the findings in a captivating way that doesn't numb you with figures or bore you with columns of numbers.
A Perception research presentation from Bob Harper & Company is simple to understand and follow. Each conclusion is crystal clear because the graphics summarize each point without rows and rows of numbers on pages and pages of dull and numbing data. |
| At Bob Harper & Company we know that every market is different... each station faces unique challenges and opportunities... and every management team has their own style and approach to winning. It is ridiculous to assume one survey size or design will fit every station in a format. |
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Every BHC Perception study starts from scratch. We listen to your market insights and encourage your help in putting the research together. You get answers to match your needs in your situation today.
Because we work with many of the most successful and innovative broadcasters in the country, we are always pushing the envelope and pioneering new question designs and better approaches. We don't stand still because we're always learning from the very best people doing radio today, our clients. |
It all comes down to this bottom line, doesn't it? We have hundreds of case studies in our files that prove radio stations that work with Bob Harper & Company win in the ratings when they follow our advice.
Do our clients win every time? Of course not. But if you talk to the broadcasters on our Tesimonial list you'll learn that the smart ones win most of the time when they trust the recommendations we make. Perception is reality. And, the reality is that the right information in the right hands creates a very powerful and creative tool - one we are skilled and experienced in building at Bob Harper & Company. |
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