{"id":2909,"date":"2021-04-15T12:19:47","date_gmt":"2021-04-15T02:19:47","guid":{"rendered":"http:\/\/www.bprworld.com\/?p=2909"},"modified":"2021-04-15T12:19:47","modified_gmt":"2021-04-15T02:19:47","slug":"interrogate-the-product","status":"publish","type":"post","link":"http:\/\/bprworld.com\/de\/news\/interrogate-the-product\/","title":{"rendered":"Interrogate The Product"},"content":{"rendered":"

By David Kidd, BPR<\/em><\/p>\n

\"\"<\/p>\n

People and companies who commit themselves to the search for knowledge with the most determination tend to be the least complacent and most successful.<\/p>\n

From radio\u2019s perspective, the search is a continuous one to fully understand listeners\u2019 evolving tastes, to ensure that your station is doing the best job of catering to those tastes and to be cognisant of threats, not only in the form of competitor stations but also the rapidly changing audio segment.<\/p>\n

\u201cQuestions\u201d are one of the most valuable weapons in your programming armoury. Without asking the correct questions, you won\u2019t get any answers\u2026you won\u2019t get crucial insights….in other words you\u2019re programming a station blindfolded.<\/p>\n

UK advertising executive Robin Wight is famous for defining the principle of \u201cproduct interrogation\u201d\u2026\u2026. \u201cinterrogate the product until it confesses to its strengths\u201d.<\/p>\n

In the world of programming, you could amend the quote to include \u201cand weaknesses\u201d.<\/p>\n

Now interrogating a competitor\u2019s radio station is easy. You get the results of a strategic market study, look at what the listeners want and see how competitors are perceived in delivering on the programming priorities. But when it comes to interrogating your own station, sometimes it\u2019s a lot more difficult. Human beings can be defensive, they can be subjective rather than objective when they are personally involved in the creation of the product. They can be biased, they can create their own \u201csubjective reality\u201d.<\/p>\n

Let\u2019s revisit my take on Robin Wight\u2019s quote: \u201cinterrogate the product until it confesses to its strengths and weaknesses\u201d.<\/p>\n

You won\u2019t get the confession you\u2019re after unless you are completely objective \u2013 ask the right questions during the interrogation process (I\u2019ve seen some absolute shockers that have rendered the responses useless-but more on that in another article) and be prepared for whatever the listeners throw back at you.<\/p>\n

Their perception is your reality!<\/p>\n

 <\/p>\n","protected":false},"excerpt":{"rendered":"

By David Kidd, BPR People and companies who commit themselves to the search for knowledge […]<\/p>\n","protected":false},"author":3,"featured_media":2912,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[1],"tags":[],"class_list":["post-2909","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorised"],"acf":[],"jetpack_featured_media_url":"https:\/\/i0.wp.com\/bprworld.com\/wp-content\/uploads\/2021\/04\/trolly.jpg?fit=598%2C570","jetpack_sharing_enabled":true,"_links":{"self":[{"href":"http:\/\/bprworld.com\/de\/wp-json\/wp\/v2\/posts\/2909","targetHints":{"allow":["GET"]}}],"collection":[{"href":"http:\/\/bprworld.com\/de\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"http:\/\/bprworld.com\/de\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"http:\/\/bprworld.com\/de\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"http:\/\/bprworld.com\/de\/wp-json\/wp\/v2\/comments?post=2909"}],"version-history":[{"count":1,"href":"http:\/\/bprworld.com\/de\/wp-json\/wp\/v2\/posts\/2909\/revisions"}],"predecessor-version":[{"id":2913,"href":"http:\/\/bprworld.com\/de\/wp-json\/wp\/v2\/posts\/2909\/revisions\/2913"}],"wp:featuredmedia":[{"embeddable":true,"href":"http:\/\/bprworld.com\/de\/wp-json\/wp\/v2\/media\/2912"}],"wp:attachment":[{"href":"http:\/\/bprworld.com\/de\/wp-json\/wp\/v2\/media?parent=2909"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"http:\/\/bprworld.com\/de\/wp-json\/wp\/v2\/categories?post=2909"},{"taxonomy":"post_tag","embeddable":true,"href":"http:\/\/bprworld.com\/de\/wp-json\/wp\/v2\/tags?post=2909"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}