Abstract:

SOBEMAP MARKETING, a polling organisation belonging to the SOFRES group, has been carrying out audience research by listener’s report for RMB/RTBF since November 1991. On its own initiative, this organisation has been introducing semiometry to the Belgian market since 1990. The study sets out to analyse: -the expectation of consumers with regard to radio programming through the expression of their preferences (level of preference by programme, preference for different types of programme for different times of day, perception of radio stations.) - the listening behaviour of the audience (stations listened to, time of listening and listening habits). The expectations and listening behaviour of the audience are then processed using semiometric analysis. A listener typology based on their expectations has been created.