The Plan Developer study is the basis of the work Coleman Insights does for most clients. Plan Developers are traditionally based on extensive telephone interviews with between 400 and 700 listeners in a given radio market who meet certain listenership and demographic criteria.

The Plan Developer measures listeners' attitudes, perceptions and opinions. Its goal is to profile the needs of a target audience and determine how your station or stations perform in the areas deemed most important by the target audience.

Specifically, the Plan Developer:

• Isolates the strengths, weaknesses and vulnerabilities of your station or stations and each of your competitors.


• Identifies the composition of your station’s or stations’ images as well as the image strengths of your competitors.


• Measures the appeal of different types of programming within specific format spectrums through Coleman’s use of artist groups, music montages and other programming descriptors.


• Determines a music station’s ideal music strategy through Coleman Insights' exclusive Format Coalition Builder_SM.


• Measures how listeners associate artist groups, music montages, format coalitions and other programming descriptors with your station or stations and with your competitors.


• Examines the marketwide awareness and appeal of morning shows, personalities and other program features.


• Surveys the marketwide awareness and recall of on-air and off-air advertising and marketing campaigns.

A Coleman Insights Plan Developer includes a complete written report summarizing the findings and a daylong, in-person presentation of the results. Both the report and presentation include reviews of the key findings of the Plan Developer as well as our rationale for each element of "The Plan," which for most of our clients serves as their primary strategic planning tool.