The Brand DNA Study™

Development and Assessment

The Brand DNA Study goes much deeper than a traditional perceptual study by assessing listener affinity to radio brands and likelihood to stay with the brand or to be converted to a new brand. Whereas traditional perceptual research measures radio station brands on one level, Brand DNA Studies assess what drives listener connections on two levels – not only basic program perceptions, but also “emotional connections” that are based on experience with the brand.

We assess the strength of a brand by how well it delivers on the
highest-priority “brand values” and look for the “hot buttons” that will
influence listener behavior and affinity for the brand.