Description: Radio Nova was launched in September 2010, as a ‘special interest’ station with a local radio licence for the Greater Dublin Area aimed at 25-44-year-olds. The station describes its music mix as “guitar-based music”. Nova achieved early success and gained a respectable market share of 2.9% in the first 6 months in a highly competitive market and continued to grow through 2011 and 2012. The problem was that the station managers did not understand how to build on this success. There was some confusion in the market place over the brand image, and people either loved it or hated it.
Interactions research to understand its position in the marketplace. We proposed a suite of research for Radio Nova starting with focus groups with different demographic profiles; this qualitative phase was followed by a large scale quantitative survey.