Chrysalis develops listener database with Insight division

LONDON - Chrysalis Radio is launching Insight, an independent division tasked with developing audiences and revenue through listener understanding.

Working across Chrysalis brands including Heart, LBC, Galaxy and digital station Arrow, the Insight division will take responsibility for listener engagement, database management, research, agency and client development and trade marketing.

The Insight team will be headed by Chrysalis' former research and business development director John Fryers, who will report directly to Don Thomson, commercial and operations director.

Chrysalis is also launching its Engagement Team. As part of Insight, the Engagement Team has a brief to explore new communications channels with listeners beyond radio broadcast and traditional marketing.

As well as developing Chrysalis Radio's listener database, the team will develop a series of initiatives designed to enhance the on- and off-air relationship between station brands and their audiences.

"This reorganisation and increased investment will enable us to build up a greater understanding of our listeners' changing needs and listening habits. This increased understanding will enable us and our advertisers to communicate more effectively with them," Thomson said.

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