During a 6 week research/strategy phase we conducted a hybrid-research project that included: ethnographic research with broadcasters and concept testing with desired listening segments. The goal of the research was to determine and broaden HD radio's appeal to broadcasters by attracting more listeners/consumers, who for the most part were confused about what HD Radio would offer them. Work included defining the research groups and screeners, conducting interviews, consolidating findings, and defining the product strategy both in terms of devices and services for the mobile world.
Radio is truely a fascinating technology to consider in our connected world of mobile devices, given it was the first mobile device introduced with the portable radio. Determining the future role of radio, given the vast majority of people who listen to it could be impacted by our research was truly exci