NuVoodoo Research to Present New Study During CRS

NuVoodoo Research is set to attend the Country Radio Seminar in Nashville later this week, where we’ll unveil a comprehensive study involving 1,500 Country music fans, including nearly 1,200 Country radio listeners. 

The participants shared their thoughts on the direction of Country music, how they engage with it, and the sources they rely on for different needs and contexts. Carolyn Gilbert and Leight Jacobs will present these findings on Thursday morning.

To shape this study, NuVoodoo began with nearly two dozen one-on-one Zoom interviews with Country fans. Their own words informed the questionnaire for the larger study, and they’ve incorporated clips from these interviews to add depth and emotion to the data.

The team at NuVoodo also utilized AI to efficiently analyze and summarize thousands of verbatim responses to open-ended questions. These detailed answers, while challenging to manage in a large sample, provide valuable insights—including what listeners cherish most about Country radio personalities.

While they've keeping most of the data under wraps until the Nashville presentation, they have shared one key finding: the majority of Country radio listeners value and appreciate the on-air hosts. However, it’s disheartening that many respondents noted the loss of hosts they enjoyed, as these familiar voices often serve as trusted companions. A new voice, while acceptable, introduces change—sometimes subtle, like a laugh perceived as irritating or a phrase that feels out of place. Such shifts can prompt listeners to explore alternatives, which, in 2025, abound and can draw them away from radio.

This sense of missing personalities is most pronounced in the Northeast and Western U.S., though it’s notable across all four regions. During the presentation, NuVoodoo will provide additional regional breakdowns and talent-related insights. The data reveals a strong affection for Country radio—and radio broadly. To sustain audiences and influence, we must capitalize on our strengths and deliver more of what listeners love about the medium.