Blair Sullivan
Research Director, Xtra Research
Written by Daniel Thornton on 2008-10-21
What do you see happening in the next five years in your unique market research industry?
We deal with the niche field of only specialising in Media/Entertainment research (Radio & Television networks) and online is where it is at. Online research will become more refined and clever as internet technologies and speeds increase. Take for example our XRaterLive system. Once people would have had to come to a hotel venue to test music and perceptual content, now it’s all online.
Web based research will evolve further and this will also be driven by recruitment costs that continue to increase as the available sample becomes smaller for face to face or venue based research.
What are the biggest challenges you and your organisation face as a member of the Brisbane media community?
Nothing is constant and nothing stays the same. People’s music and entertainment choices continually evolve and change, as does the way they source it. You need to keep one step… nah make it 2 steps ahead of the wave. Securing and maintaining your online recruitment databases is essential and to show them some love. That also extends to creating a sense of community and ultimately letting them know their input does make a difference.
What are the most important/valuable skills that graduates can bring to your industry?
As we deal with media you need to understand ‘the beast’ as such. Media people are creative, media people generally think left of centre.
As you present research to media you need to understand the creative processes and how they tick. Overloading them with reams of facts and figures won’t sink in, it will go over their heads. Media research is not like accountancy, you need to be creative yourself.
You also need to be able to present your findings so that the entire product team not only embrace the details, but also understand how to execute it and why. What you need to do is impact and inspire those who see it.
How would you rate the performance of Brisbane-based media organisations in comparison to other national and international media hubs?
Ok… that’s a good one. I would have to say that we, in partnership with some of our clients have launched some ground breaking and world first research applications in Brisbane. Outside it being our home town… I would have to say that without the support of some of our Brisbane based media clients we couldn’t make the huge in-roads in the way we conduct research without them. So Brisbane media is up there with the best of them.
How has new media such as the Internet and mobile communications revolutionised your workplace?
Totally revolutionised. I always say to clients my office is my laptop, the virtual office. Wherever I am in the world I can turn in on, get on the net and take care of any issue in real time. Mobile email and web on the phone is also handy. But just wish the international wireless roaming charges weren’t so expensive.
What are your thoughts on digital radio in Australia?
Back in the 80s AM Stereo came onto the scene and quickly disappeared again (Scary I am now showing my age). Not to compare Digital Radio with Analogue AM but while Digital Radio (DAB) brings a whole stack of innovative features, content and sound quality to the table I personally think it has missed the boat. Net based content and streams are becoming far more accessible and as wireless platforms and suppliers start to propagate around the country and the speed also increases, fold small wireless devices flooding the market, why would anyone want to go and purchase or upgrade to a DAB radio receiver? You don’t really have to look too far to see where DAB Radio has gone, take a look at the UK market and more recently the USA.
What is in the future for music testing?
One word …Online.
Something else that is on the radar is social networking and how that can fold into media research in general.