Transforming established research

Felipe Cabrales Urdaneta, Cesar A. Valderrama Nicholls and Claudia C. Velasco Henao

Caracol Radio, Colombia’s leading radio station, redesigned its listener research to understand the effects of the global pandemic on consumer media consumption.

Introduction

  • Embrace new technologies and methodologies, and transform research into one-to-one consumer approach.
  • Broaden your scope and offer services that cater to a variety of industry needs, from research to marketing.
  • Shifting to knowledge management is taking information into action beyond established research.

Executive summary

Caracol Radio, the leading radio station in Colombia, found itself in need of understanding the reasons behind the statistics it already had about its audience during the pandemic, and to understand the impact of events in life on people. Considering the restrictions in place that limited in-person contact and mobility, traditional research methods were no...

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