Use audience research for radio and audio

This standard is about using research on radio and audio audiences.
 
It involves recognising different radio and audio brands and station styles and identifying the intended audience for radio, audio and multimedia content – and understanding the potential of different distribution platforms.
 
It is about understanding audience figures and market research, and knowing where to find such information and how to interpret it.
 
This standard is for those who need to use audience research as part of their work

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1. research audience data for the platform or device being used
2. use relevant and reliable sources of audience data in your work
3. take account of the strengths and limitations of audience figures and research data when undertaking analysis and interpretation
4. use audience research data from reliable sources to identify target audiences for radio brands, stations or specific audio content
5. describe the characteristics of your target audience
6. use researched information on audiences to develop brands, station style, programme content and choices of distribution platform

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1. how, why and where people access audio content using different platforms or devices
2. the principles, strengths and limitations of audience research techniques
3. the basic principles of demographics and market segmentation
4. the existing or potential target audience for a particular station or programme on which you are working
5. the motivations, attitudes and behaviours of your target audience
6. how and why particular radio and audio content and its distribution is intended to appeal to different target audiences
7. the role of RAJAR (Radio Joint Audience Research) the audience information it provides, and the definition of relevant concepts such as audience share and reach
8. how to identify reliable sources of audience data
9. how to access and use internal or external sources of information about audiences and their behaviour
10. the structure of the radio and audio industry and the characteristics of its distinct subsectors
11. the differences between publicly funded, commercial and community radio, and independent radio and audio production
12. the different performance metrics that apply to the use of apps and click throughs

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3

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2027

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Current

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Original

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ScreenSkills

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SKSRAC3

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Station Manager, Production Coordinator, Studio Manager, Radio Presenter, Technical Producer, Broadcast Assistant, Assistant Producer, Producer, Executive Producer, Drama Producer, Comedy Producer, Documentary Producer, Podcast Producer, Audio Producer

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research; radio; audio; audience; analysis; interpretation; limitations; target audience; platforms;

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