Audience Research for Public Radio
Market to market, the respondents who populated our classical focus groups revealed themselves to be strikingly different from the NPR news respondents, not only in their empirical patterns of radio listening but also in their psychographic orientation toward life.
This study confirmed that actual use of public radio not only predicts which listeners become givers, but also the level of amount given. Voluntary giving to public radio is explained by patterns of consumption, along with a perception of value—the realization of personal importance.