Broadcast Architecture

Broadcast Architecture®, one of the world’s leading research and consulting firms, continues to innovate with the Personal Mix-Master™ (PMM). B.A., the company that first revolutionized radio research with its innovative electronic dial technology 20 years ago, now brings its unparalleled reputation for quality, experience, and expertise to the world of online research.

According to Allen Kepler, president of Broadcast Architecture®, US high-speed online penetration has reached a point where it is more feasible to reach a ‘normal’ respondent to participate in an online study rather than someone who is willing to reserve an evening, drive to a hotel and sit in a ballroom listening to hooks fed one after the other for two to three hours. This does not eliminate the need for auditorium testing; however this is a new direction that we are aggressively targeting.”

"As we enter the new world of audience measurement with Arbitron's PPM, which measures audience listening in a more true world experience, PMM is our way of bringing product research into a more 'real world' experience where respondents can offer opinions in a more personal way and more in line with the environment that they actually consume music and radio."

“Online research is not new. What is new is allowing only screened participants into the study and knowing who these respondents are before the first mouse click,” says Kepler. “Methods to ensure quality and accuracy are the hallmark of PMM™ and B.A. research. There are no email-bursts to station databases and no online invites to participate in a PMM™.” Thus, there are no short cuts, and online testing results can now match sample specs and quotas that radio programmers receive in a traditional AMT (Auditorium Music Test). B.A.’s new Personal Mix-Master™ (PMM) has many advantages:

Unlike other forms of online research currently utilized in our industry, PMM™ recruits respondents using conventionally accepted market research practices, resulting in unbiased and more accurate samples. Respondents are screened and re-screened.
With PMM™, studies are able to attract a wider array of respondents who might previously have opted not to attend a traditional hotel or research facility-based auditorium music test.
For respondents, this is like on-demand content…the survey can be completed at their convenience, not in a set two to three-hour period dictated by a survey time.
Respondents are therefore less fatigued and can take the survey in an environment in which they are accustomed to using radio.
Song hooks can be played in a random order per respondent, eliminating position bias.
Instead of repeatedly bombarding respondents with a short hook every 6 seconds, the PMM™ respondents drive the study at their own personal pace, determining how long they need to hear a song before offering an opinion and even listening again if necessary.

“Besides the environmental advantage, there is also a tremendous cost savings as compared to regular auditorium events,” explains Kepler. “Event expenses from all current existing methods, such as room rental, catering, parking – all drive the costs higher. That certainly doesn’t benefit our clients. With PMM™ we have created an accurate, environmentally conscious, cost-effective alternative to traditional research methods. PMM™ delivers.”

More details of PMM™ are available by contacting Allen Kepler at 818.461.8016 or AllenKepler@BroadcastArchitecture.com.