Podcast Research

“Learn what listeners really think rather than a download, which tells you nothing.”
– Chris Peterson, former SVP/Podcasting, iHeartRadio

There is no shortage of download information in the podcasting industry.

Whether you’re using analytics from services like Chartable, statistics provided by Apple, Spotify, or Google, or data provided by your hosting platform, it’s not difficult to find metrics that can demonstrate how a podcast is performing on a macro level. And you need to know this information. Tracking download growth and decline, demographics, how much of each episode was listened to, and where your listeners are consuming the content is crucial.

At Coleman Insights, we are brand and content people.

While audience metrics and usage trends can be helpful, podcast research from Coleman Insights is designed to answer questions that lead to deeper insights and strategies that help podcasts enjoy long-term success. It’s for when you don’t want to just know many people download your podcast, but more about their tastes and perceptions and “the whys” for using your podcast and other podcasts. As with most forms of media, podcasts are most successful when they exist in the upper right-hand corner of The Brand Content MatrixSM; they not only give their listeners a great in-the-moment content experience, they have well-known brands with which consumers want to affiliate.

With a podcast research study from Coleman Insights, podcasters can gain the insights they need to build strong brands and develop great content.

For more than 40 years, Coleman Insights has provided research and strategic guidance to some of the most recognized audio brands in North America, South America, Europe, and Asia, including iHeartMedia, Spotify, Audacy, Bauer Media Group, Disney, and Urban One. Additionally, Coleman Insights conducts studies and provides strategic direction for leading talent including:

At Podcast Movement, Coleman Insights presented “The Three Ts of Content Execution: A Second by Second Look at Podcast Listening Behavior”. This mediaEKG Deep Dive study took a look at two podcasts: “Ben and Ashley I Almost Famous” and “Business Unusual with Barbara Corcoran”.

Note how verbatims following the second-by-second podcast research analysis of the Ben and Ashley I Almost Famous Podcast helped understand the whys of behavior, allowing the hosts to optimize the content.Ben and Ashley I Almost Famous podcast

Other Coleman Insights podcast research can include a Plan Developer perceptual study, Campfire Online focus groups, and 20/20 Focus Groups.

Contact Coleman Insights for more information on podcast research for your brands today!

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