Listening to the Listeners

George Burns, Founder and President of Burns Media Consultants does market research for commercial radio stations.  Since 1973 he’s worked with radio stations around the country that want to improve and maintain their ratings.  To do that he goes to the source and interviews their listeners.  These informal phone conversations help him to find out what the listeners think of the radio stations they listen to.

George now uses Cogi for those interviews.  “This is a more subjective form of research as opposed to most question and answer surveys.  And so to be able to go back and review it for things as subtle as the tone of their voice is invaluable”

It’s his ear for nuance plus his background in radio that allows George to take those research results and translate them into practical programming solutions.  Solutions that help stations maintain and increase their listenership.

When asked what he likes best about Cogi, he replied “It’s really easy to operate. I like the idea of being able to record these conversations without having to take notes.  This is a big help to me because I can focus entirely on the conversation.”

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