Abstract:

This paper describes the ways in which the United Kingdom's radio audience research system (RAJAR) has been developed and modified since its beginnings in 1992 to improve representation of minorities. Primarily its coverage relates to the measurement of two groups - young people and ethnic and linguistic minorities. The paper demonstrates that mainstream surveys such as RAJAR can introduce successful modifications, but also accepts that there are limitations in what can be achieved, and concludes by arguing for attention to be given to the integration of specialist surveys with core industry research services.