Kassof PSi™
know your core like never before...Kassof PSi™ takes your station to the next level
Your strategy is set. Your execution — music, personalities, features — are on target.
Most stations never get beyond this level. (Some never even get to it!)
But if your station has mastered the basics of programming, it's ready for the next level — where the style, feel and attitude of your station — its "stationality" — resonates with the personality and emotional needs of your core listeners.
Achieve that, and your station becomes more than a source of music or information it...becomes an integral aspect of your listeners' lives — a companion, a friend, a reflection of who they are (or, just as good, who they think they are).
And given the intense competition you face -- not just from radio competitors but also from XM, Sirius, iPods and the 'net — you need more than the right programming...your station needs to "bond" with your core listeners on a personal, emotional level.
Kassof PSi™ gives you the crucial audience insights to take to take your station beyond the basics. Kassof PSi ™ gives you deep insights into your core listeners' self-image, motivations, lifestyle, expectations and perceptions. And it reveals how well your station serves those needs, and how it could serve them better.
Here are four examples of how Kassof PSi™ took stations to the next level...
Case Study: The "Macho Factor"
Station X learned that its P1's want a station that's on the masculine side (in light blue), but X (in dark blue) was perceived as too macho. Station X moved to their "ideal" by replacing its station voice with someone more warm, less intimidating.
Case Study: The "Missing Edge"
P1's found Station B (in green) significantly more predictable and "safe," less exciting, spontaneous and "edgy" than ideal (in blue). As a result, it switched to an edgier production voice, added "attitude" sweepers and gave its morning team more freedom. Musically, it added an "oh wow" category of infrequently-played non-currents to add an element of surprise and unpredictability.
Case Study: Self-Image
Station S learned that its P1's see themselves as down-to-earth, family-oriented "homebodies." As a result, it geared its promotions to emphasize family-friendly events and activities. And it gave away contest prizes relating to home improvement and "cocooning" -- for example, a complete home theater system and collection of family-friendly DVDs.
Case Study: Main Motivations
Station L learned that its P1s' #1 emotional motivation for listening is companionship. As a result, it emphasized warm, friendly and relatable personalities, rather than "entertainers." And it consistently used the phrase: "From your friends at _____" in promos and after PSA's.
HERE'S HOW PSi™ WORKS: Kassof PSi™ is an online survey focusing on your station's P1 listeners — those who say they listen to it most. While online methodology has limitations for representing audiences as a whole, it is ideal for probing core listeners PSi ™ online methodology achieves large sample sizes quickly and at a relatively low cost.
Respondents are recruited by email from a database provided by your station — for example, your frequent listener club, music panel, contest winners, etc. They are invited to participate and offered entry into a cash or prize drawing as an incentive to complete our PSi™ survey — an extensive and detailed probe into their self-image, motivations, lifestyles, expectations and perceptions, as well as their listening behavior and station preference.
Only those listeners who name your station as the one they "listen to most" are included in our PSi™ tabulations. Those respondents are weighted to reflect the actual age/sex proportions of your P1 audience as reported by Arbitron.
Approximately two weeks after the email invitations are sent, you will receive our PSi ™ data report and an Executive Summary featuring key findings, analysis and recommendations.
Are you ready to take your station to the next level? Call us at 734-662-5700 to learn more about Kassof PSi™
