It's done, but not like in the past with a local call center. Some stations and groups do individual station research, but most are now doing format based research for multiple stations at a time. And it's no longer done on the "phone" any more but, instead, done online with the participant doing it at their individual convenience.¿This leads to what may be a stupid question, but I will ask it anyway. Is music research still done for current based formats? I was under the impression from posts I've read here by the experts in the field that it is still done, but I have gotten into a discussion with an ex, 25 year radio veteran elsewhere who swears up and down that no research is done by any radio company for its current based formats, or by any radio station that is current based.
Music research is done in a fairly standard way, with a clip or tidbit of a song being played and the particpant giving a score. Some have numbers to click, others a slider to move to the desired position reflecting the hate, dislike, indifference, like or love towards a song.Perhaps I remember reading some of your comments (and comments by others here) about research for non-current based formats, and mistakenly thought it also applied to current based formats as well.
There is a lot less individual station research because of things like cost and logistics. But the main reason for researching many if not all of a company's stations in one project is the Internet. Regional differences in song preferences are much less than it ever has been. And doing online tests means that a sample can be a blend of people from different markets where a company has comparable or identical formats.My apologies if this derails the thread. I didn't think a new thread was merited, and I didn't find the answer during a quick search here.
Callout was always done remotely, so the only savings is in not having live "researcher" talking a person through the actual song plays. With large library tests, there is considerable saving in travel by the research staff, meeting rooms for the test and other "in person" logistical costs.