As a life-long research guy, I always love when I read about new methodologies and survey techniques that chase after the "Holy Grail" of why consumers do the things they do. That's why I love focus groups (and Listener Advisory Boards) because they are more about stories than data. Or ethnography surveys, such as "The Bedroom Project" we did for Arbitron a couple of years ago, where we conducted "home invasions" among young people to watch them interact with media and technology in their natural habitats.
Now, researcher Sara Welch of Mindset Media thinks she may have unlocked another key determinant in the media and entertainment choices that consumers make - their personalities. In fact, Mindset believes that the type of person you are goes a long way toward explaining why you gravitate toward one medium or another.
For radio, the news couldn't be much better. Welch reports, for example, that dynamic, on-the-go consumers are far less likely to watch a lot of television.
Radio listeners, on the other hand, are less likely to be tethered to TV, and more likely to be busy, on-the-go multi-tasking consumers. They love to do more than one thing at a time, and of course, there's no better medium for that frantic activity than radio. Button-punchers are especially dynamic, always looking for that next piece of entertainment, song, topic, or bit.
And interestingly, introverts shy away from radio. Instead, radio is a medium for the dynamic, which sounds like an RAB piece. Which wouldn't be a bad idea for radio to look into. Because whether you don't totally buy into personality as a determining factor for consumer behavior, for radio, it's still a pretty good story for a medium that could use a few good stories.