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Xtra Research

A market research company specialising in media and entertainment

Read the interview with Bethaney Lawler, Research Director

Xtra Research is a market research company with a focus on media and entertainment. The company uses innovative research methodology coupled with radio and television programming knowledge and experience. The key products and services of Xtra Research provide an individual approach and embrace a technology driven future. Hand held wireless dials facilitate the second-by-second digital collection of data. Using exclusively developed software, clients are provided with instant results to audio, visual and perceptual questions.

Xtra has also developed an online alternative to auditorium dial testing. This revolution in online music and program content testing provides clients with the same standard of results as auditorium testing, while eliminating some of the costs associated with traditional dial testing. Xtra Research offers clients Cluster Studies, which determine the statistical relationship between songs and the market for an in-depth music analysis.

Xtra is also the Australasian agent for MusicMaster, a US-designed scheduling software, allowing programmers to build a custom music schedule to fit their specific needs. Clients for Xtra Research include: Austereo Pty Ltd, Southern Cross Media Australia Pty Ltd, XYZnetworks (Foxtel/Austar Channels), AMP Radio Networks Malaysia, TRN New Zealand, and BRMB United Kingdom.

Xtra Research was registered as a company and trademarked in early 2003. Originally Xtra was launched as the research arm for the media programming consultancy company, Entertainment Strategy Programming Pty Ltd (ESP). In March 2004 Xtra Research became an independent market research company when it was purchased by Paul Amos, the company’s Managing Director.

Last updated by Cj Stuart (2011-10-25)