This paper is concerned with the use of market research to adjust the marketing stance of the Australian Tourist Commission in the light of changing conditions in their main European markets, so that the appeal of Australia is maximised as a long haul holiday destination. The paper is based on a programme of consumer research carried out in the United Kingdom and West Germany by Marplan. The research has as its starting point the perceived changes in world tourism which brought about a redefinition of the Commission's marketing objectives.
This paper describes how Capital Radio and Marplan worked together to use research to build an audience. From the start Marplan worked alongside the key executives at Capital, discussing, interpreting and making decisions based on the findings. Two types of research were involved - audience measurement and audience ratings of programmes and presenters. Helped by research Capital has developed its programming and presentation and has grown from a low of 5% share of listening three months after going on air to a current share of over 25% - making Capital the largest station in the London area, against the entrenched competition of the BBC.