Kelly Music Research Debuts Digital Survey Delivery
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Philadelphia-based Kelly Music Research introduces Digital Survey Delivery (DSD) for radio library music testing. DSD is unique as it allows a station to use either Kelly's song library or its own database, a move that could effectively halfing the cost per test. Through the magic of the Internet, radio outlets can now field a complete 500 song library music test in half the time and at half the cost, or less.
Similar to local Callout research, Auditorium and Living Room Music Tests, DSD begins with random telephone recruiting to land lines and cell phones in the market. If they meet the radio station's screening criteria, they are invited to participate in a music survey delivered to the listener's e-mail. Stations can monitor the progress of their music test with web access.
"Now that 9 out of 10 Americans have high speed Internet access, the time has come for DSD," according to Kelly Music Research VP/GM Paul Kelly. "The most critical phase of an accurate music test is recruiting a random sample. Our approach is very different from using a station's loyal listener database for surveys. DSD recruits passive listeners for surveys. And digital delivery makes it much less expensive to execute."
Kelly Music Research will be at the NAB Radio Show to answer questions about DSD and its other research services.
