It’s now prevalent, and more effective, to conduct representative sample music research projects online.
Several major changes have occurred the past few years. First, coaxing people to come to group gatherings – ballrooms at hotels for auditorium tests – is getting tougher. Every time there’s a scary item in the news that involves a group gathering, it gets more challenging and more expensive.
Conversely, with faster internet, more access and comfort with technology, especially on smartphones, we’re seeing outstanding response and results from online music library testing. This includes older demos.
It’s also true that a station group or network with a large coverage area or multiple locations can add listeners in geographies from where they might not otherwise get feedback.
We recommend online testing as the best method for effective and cost-effective results.
