Episode•July 13, 2023•21 min

Conducting Podcast Research: How To Tap Into Your Audience With Larry Rosin From Edison Research | Ep. 246

Are you a podcaster looking to better understand your listeners and maximize your podcast downloads? Look no further! Join us as we hear from Larry Rosin of Edison Research about the importance of choosing like-minded business partners and conducting listener surveys. Larry shares valuable insights on using download data effectively to reach more listeners and receive accurate insights into demographics, topics, and more. Plus, he cautions against certain pitfalls of podcasting research - all with the goal of helping podcasters succeed! Don't miss out on this must-listen episode for anyone involved with podcasting - listen now! About Our Guest Larry Rosin is President of Edison Research, which he co-founded in 1994. Since then, he has been a primary force in building the company into one of the world’s most respected survey research companies, with a particular specialization in media and election polling. Edison is best known as the company that performs Exit Polls for all U.S. Elections for the National Election Pool. In addition, Edison is well known for its groundbreaking media research series “The Infinite Dial” which tracks developments in digital media, and “Share of Ear” which measures all audio usage in the U.S., among many other things. Rosin is a graduate of Princeton University where he majored in Public and International Affairs, and he received an MBA from the Wharton School of Business at the University of Pennsylvania. Connect with Larry Visit the Edison Research website: https://www.edisonresearch.com/ Edison Podcast Listener Survey: https://www.edisonresearch.com/edison-research-podcast-listener-survey/ Email: [email protected] This podcast uses the following third-party services for analysis: Podcorn - https://podcorn.com/privacy OP3 - https://op3.dev/privacy

Apple Podcasts Spotify YouTube Overcast Amazon Music

Key Takeaways

1
Choose business partners who are like-minded in vision and financial philosophy
Larry Rosin and Joe Linsky have run Edison Research for nearly 30 years with minimal conflict
Aligning on spending and money management reduces stress and prevents major disagreements
Test compatibility before committing, similar to dating before marriage
2
Download statistics have limitations and should be interpreted carefully
IAB-certified partners provide higher confidence in download data
Downloads do not equal actual listens; files can be downloaded but never consumed
Data can be manipulated through bots, click farms, or strategic counting methods
Comparing data across different shows or networks is complicated
3
Listener surveys are the most effective way for smaller shows to understand their audience
Listeners are often invested and willing to help when asked directly
Incentives like gift cards or consultations can boost response rates
Results will skew toward the most loyal listeners, so discount accordingly
Keep surveys short to respect listeners' time
4
Podcasters should demand value from hosting partners and analytics providers
If you're paying for a service, they should serve your needs
Don't allow third-party analytics restrictions without justification
Switching costs exist but evaluate when the hassle is worth the improved value

Intro

In this episode, Tiff speaks with Larry Rosin, co-founder of Edison Research, about conducting effective podcast audience research and building successful business partnerships.
Larry Rosin is President of Edison Research, which he co-founded in 1994. The company specializes in election polling (including exit polls for major networks) and audio/media research including 'The Infinite Dial' and 'Share of Ear' studies. He holds a degree from Princeton and an MBA from Wharton.

Edison Research Edison Podcast Listener Survey Email

– What is Edison Research?

Edison Research is a survey research and polling firm co-founded by Larry Rosin and Joe Linsky in 1994. They specialize in election surveys (exit polls for ABC, NBC, CBS, CNN) and audio/media research including radio, podcasting, and streaming worldwide.

– Choosing the Right Business Partner

Larry emphasizes finding partners with aligned vision, temperament, and attitudes about spending. He compares it to marriage and notes that financial disagreements are a major source of conflict in partnerships.

We've had an incredibly easy relationship all these years. I would say Joe and I are extremely like-minded.
– Larry Rosin

– Trusting Download Statistics

Larry discusses the limitations of download data. IAB certification increases confidence, but downloads don't guarantee listens. Data can be manipulated through bots or strategic counting methods.

The fact that a file was downloaded does not necessarily mean that a show was listened to.
– Larry Rosin

– Conducting Listener Surveys

For smaller shows, reaching out directly to listeners is the best approach. Surveys should include demographics (age, gender, income, employment) and content preferences. Keep surveys short and consider incentives.

The people who would choose to reply are going to be the most avid listeners to your show.
– Larry Rosin

– Working with Analytics Providers

Larry advises podcasters to ensure their hosting partners provide necessary data access. If paying for a service, it should serve your needs. Switching costs exist but should be evaluated when value is lacking.

They're there to help you, especially if you're paying them.
– Larry Rosin

Resources

Topics

Podcast ResearchAudience AnalyticsListener SurveysDownload StatisticsBusiness PartnershipsPodcast MonetizationMedia ResearchIAB CertificationData PrivacyPodcast Hosting