Strategic Market Study
The Strategic Market Study is the cornerstone of a station's understanding of their market. The Strategic Market Study is a carefully designed telephone-based quantitative study that examines the critical issues confronting a station.
The issues addressed are determined by the needs of the station. Some of the possibilities include:
The size and profile of the target audience. To whom do we appeal? What is our potential market share?
Are there format holes in the market? Are there unserved or underserved portions of the market?
What programming will appeal most to the target market? How do we align our product to the needs of the listener?
The most advantageous positioning for the station. What type of positioning message will resonate with the target listener?
The Harker Research Strategic Market Study uses its Market ModelingSM approach to telephone studies to go beyond traditional research. It helps you better understand your market, your radio station, and your competitors.
