Audio Research

All Audio is Not Alike: What Each Type Brings to Listeners and Advertisers

Audio type

Lots of people are talking about audio these days. And for good reason. Smartphones and smart speakers have people listening to more audio and more different types of audio than ever. The downside, though, of talking about “audio” in general is that it can put every type of audio—radio, music streaming, and podcasts—into the same …

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Survey Benchmarks are Only the Beginning

marker embedded in a large rock in front of the Noroton Volunteer Fire Department, Darien, Connecticut.

How Customization Adds Value to a Brand Lift Study        In civil engineering surveys, benchmarks (like the one above) provide a reference point from which other measurements can be taken. These are often quite literally set in stone because their value derives from being a static, unchanging point of comparison. Market research surveys …

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Hear That? It’s the Sound of Audio Building Brands

Over the past few decades, audio has been used mainly as a tactical tool to drive immediate sales. And for some very good reasons. Radio serves as the last mile in reaching drivers in their cars or trucks who are about to make a purchase. Meanwhile, direct-to-consumer brands have had great success with host-read ads …

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Brand Lift Studies for Podcasts: The Controlled Exposure Approach

Conducting Brand Lift Studies for podcasts can be a challenge. It can be difficult to catch listeners ‘in the wild’ to see if your campaign is moving the needle on awareness, consideration or brand perceptions. But it also provides an opportunity. At the heart of the challenge is the magic power that makes podcasts so …

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8 Things We Learned from Our Audio Research in 2020

As we look towards 2021 with a big sigh of relief, it feels like a good time to look back at 2020. As traumatic as 2020 has been, it was also a year of change for audio. Stay-at-home orders disrupted our lives and shook up the habits around the soundtrack that accompanies our lives. Commute …

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Using Brand Lift Studies for Illumination as well as Support

Working on brand lift studies for audio I am often reminded of David Ogilvy’s complaint in Confessions of an Advertising Man that some marketers use research “as a drunk uses a lamppost—for support rather than illumination.” That quote goes back nearly 60 years now to the Mad Men era of advertising, but the point may …

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