Listeners usually love to tell you what they think. Asking their opinion gets them involved, which can also lead to increased loyalty. That’s why Listener Advisory Panels are invaluable sources of information and insight into what motivates the audience.
Be careful not to interpret this data as market research, as there are natural biases in the research pool-they are composed of listeners and fans! They’re not as accurate as a properly screened focus group. And they’re not nearly as reliable as a perceptual survey.
Still, you can learn about their lifestyles and get them to reveal what they love and what they don’t about stations and personalities. They can provide keen insight into a brand and raise questions that can be probed in greater detail through other methods of research.