Malcolm Cox, the marketing director of Emap Radio, has urged the
radio industry to make its Rajar audience data more market friendly.
In a speech to the Market Research Group this week, Cox warned that the
data was geared too much towards the programmers and not enough towards
the people who need the information most - the advertisers. ’The Radio
Advertising Bureau reports that very few media planners actually know
how to plan and buy radio, so we need to make Rajar more user-friendly,’
The speech came in the build-up to the tender of Rajar at the end of the
year, when the incumbent, RSL, may lose out to a new research
Cox said that the ’research diary’ process was too technical to be truly
effective. ’Let’s get the consultants and technicians away from the
decisions and sort out the politics,’ he said. ’Go back and ask your
sales staff and media planners and find out what they want from Rajar,
as those are the people who should decide.’
The long-term solution Cox offered was to change the way in which the
data was published. Most users, he said, just wanted a simple measure of
station performance to form the basis for a trading currency. More
detailed information was necessary only once a year, in an in-depth
annual report, Cox suggested.
’We need to look not at how Rajar is done, but why it is done, and who
for. Research should not just provide numbers, but help its customers
become better,’ he said.