This paper addresses the incorporation of Word of Mouth (WOM) measurement into the TouchPoints multi-media database. It allows investigation of the most effective means of reaching groups to effectively schedule paid and owned media to drive earned media exposure. The data also gives guidance into the type of channels that the earned media will be delivered through, with details about specific conversations at the category and brand level, allowing for analyses of how much conversation specific brands are generating, the polarity of their conversations, and the forces that help drive conversation.
This paper describes the testing and implementation of the new RAJAR audience research contract in the United Kingdom.
The paper reviews the work of a technical group designing a new specification for industry radio research. The group represents commercial broadcasters, public sector broadcasters, and advertisers and/or agencies. The paper discusses the limitations of current research and the impact of the changing nature of the radio broadcasting environment. Some methodological work is described and presents conclusions on the characteristics of a specification to meet various users requirements.