A focus group’s findings can be misinterpreted and the
reaction misguided. But they are commonplace in the business world, including
sports media, and the reason is because if the right questions are asked, the
information can provide great value, and perhaps even some real solutions.
“These things are common,’’ said WEEI program director Jason
Wolfe via e-mail Thursday. “All companies do market research from time to time
to gain insight into how they can improve.’’
Which brings us to WEEI, and a recent effort by the sports
radio station, through a third-party Seattle-based research group, to gather
opinions on current and potential personnel from listeners who had been
identified as converts to their rival station, 98.5 The Sports Hub.
Actually, where it literally brings us is to the Fieldwork
Boston facility in Waltham on Jan. 22, where 15 men, all appearing to be on the
younger end of the age 25-54 demographic, were paid $75 each to answer specific
questions for little more than an hour about the state of sports radio in
Boston.
Participants were specifically asked how they heard about
The Sports Hub, which launched in August 2009, almost instantly became
competition to be reckoned with in the Arbitron ratings, and finished first in
the recent fall ratings among men 25-54 — while WEEI fell to a seventh-place
tie with WBUR.
They were told to focus on the morning and afternoon drive
programs — “Dennis and Callahan” and “The Big Show with Ordway and Holley’’ —
and were asked how they would fix those programs.
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