Podcast Research Case Studies That Delivered Results
From content testing to brand lift studies, see how Coleman Insights helps podcasts grow audiences, attract advertisers, and make smarter creative decisions.
Case Study #1
Branded Podcast Research:
Turning Consumer Insight into Award-Winning Strategy
A major brand wasn’t sure if their podcast was worth the investment. Research uncovered surprising insights that shaped a successful new strategy.
Insight: The Audience Was Bigger Than They Thought
Initial assumptions suggested the branded podcast had niche appeal, but perceptual research revealed strong, untapped interest among the brand’s target audience. The show held more value than the team realized.
Action: Strategy Shifted to Video + Targeted Content
Based on the study, the brand introduced more focused content topics and launched a YouTube version of the show. A new advertising approach was layered in to support monetization.
Impact: Award-Winning, Revenue-Generating Show
The show experienced significant audience growth, attracted advertisers, and won Best Branded Podcast at the 2024 Digiday Content Marketing Awards. The research directly informed its transformation.
Podcast Content Testing:
How iHeartMedia Improved Engagement on Two Hit Shows
iHeartMedia wanted to know what really kept listeners engaged. Through second-by-second content testing, they got the answers.
Discovery: Engagement Spikes Were Format-Specific
Content testing showed that certain episode formats and themes - especially those tied to its core topic - consistently generated stronger emotional engagement.
Adjustment: Content Realigned to Audience Expectations
The team had second-by-second listener feedback to use to prioritize the types of guests, storylines, and tones that kept audiences listening, and to be cautious with content that caused drop-off.
Result: Insights Presented at Podcast Movement
The findings were presented as a successful research case study at the Podcast Movement conference.
Advertiser-Focused Research: Helping Locked On Prove Campaign Impact
Locked On Podcast Network needed to demonstrate to advertisers that their campaigns were working. With brand lift studies, they delivered the proof and the performance.
Need: Proving Ad Performance to Investors
Locked On needed more than download stats. They required real proof that their ad campaigns were shifting listener perception and driving value for sponsors.
Method: Brand Lift by Campaign, Creative & Channel
Coleman Insights implemented ongoing Ascend Brand Lift Studies, breaking out results by ad creative, placement, and channel to pinpoint what was driving impact and what wasn’t.
Outcome: Stronger
Mid-Flight Optimization
+ Trust
Advertisers gained confidence with clear, campaign-specific insights. Locked On now uses these findings to optimize campaigns in real time and strengthen long-term sponsor relationships.
