Kiss Insight
ASK THE AUDIENCE 27 October 2011
Here at Kiss we are committed to using research, in whatever shape or form, to help us understand our audience as best as possible. Whilst Rajar, TGI and Touchpoints are great tools, sometimes the best research you can get is when you go back to basics and simply talk to your consumers in the flesh.
With simplicity in mind we decided to go in search of information using the humble vox pop and all the Kiss listeners we could find in one hour around central London. However, instead of asking them about Kiss, as we often do, we wanted to try something a little different.
Kiss is a hugely collaborative effort, from the DJs, producers and programmers through to the commercial teams who sell our advertising. Everyone who works here is committed to understanding our audience as best as possible which is why we felt they would be the most important people to ask when it comes to finding out what we needed to learn from our listeners. We sent an email to everyone at Kiss asking them what one burning question they would like our audience to answer and why. We got a whole host of questions back ranging from things like, ‘Who is your favourite artist of all time?’ to ‘How much time a day do you spend on Facebook?’ In the end we settled on 4 killer questions.
What was the last good thing you did for your family or community?
This came from the frustration of seeing a lot of young people tarred with the same brush after the recent looting that hit London and spread across the country. Whilst, yes, the majority of looters were young people, only a very, very small minority of young people were looters. Over the last few years Kiss have spent a lot of time celebrating young people and all their hard work, which is plentiful. This has included working with The Prince’s Trust, the recent Spirit of London Awards as well as running our own Kiss Academies. Knowing what great accolades Kiss listeners can boast, we wanted to speak to our listeners and give them a chance to tell us what they’re doing to help their family, community and even the person they pass on the street. As you can see, they are a pretty proactive and caring bunch:
Who inspires you?
About 18 months ago we did a presentation entitled ‘Young people and the recession’. We asked a question in there about role models which got a fantastic response at the time. We were really surprised to see that actually most people chose their Mum, Dad, brother or sister as their role model and that young people aren’t quite as shallow or celebrity obsessed as the tabloids would have you believe. We wanted to test this out on the streets to see what people are saying now. As you’ll see below friends and family still do pretty well. Celebrities, where mentioned, seem to be in there as much for their business acumen as for being talented in their field:
Where do you buy your music from?
This was asked by a few people on the programming/production side in the Kiss office. Whilst we were expecting ‘online’ to come out pretty strongly we weren’t expecting it to be such an overwhelming favourite compared to buying physical CDs. And despite a variety of download sites now being available it seems itunes really is king:
If I gave you £50 right now what would you do with it?
This is an old research favourite and suggested by 1 or 2 people. Because we did our vox pops in and around Oxford Street we unsurprisingly got a lot of shopping answers!
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