Audience research Project details

The training was conducted in collaboration with Tanzania Episcopal Conference (TEC) Social Communications Department and Catholic Media Council, Germany sponsored by Stem van Afrika, Netherlands.

Project Objectives:

The project aims to build the practical knowledge and skills of community radio stations in measuring and understanding their listeners and target audiences to make informed decisions that enable stations to grow by better satisfying their audiences and stakeholders, generating income and becoming more sustainable.

It teaches our radios how to plan, collect and use audience information to help make important decisions including about marketing and programming; better understand audiences for strategic planning; inform external parties such as donors/NGOs and collect content for radio programmes.

Benefits of participation

1. Understanding of the value of measuring and understanding audience data, station listeners and target audiences including impact of programming to continually improve broadcasting effectiveness and build audiences

2. Knowledge, skills and experience to properly plan and undertake research and information gathering and engage others to do so.

3. An operational audience research plan and functional systems.

4. Support to implement the research plan, analyse results and produce actionable reports.

5. Facilitated cooperation and support with other Uganda community radios for mutual and sector benefit.


Structure of the Project
This training programme is structured into three steps and phases and combines theoretical inputs as well as practical hands on methods


Step One: A workshop of 10 days including days of individual planning sessions with the participating radio stations. The workshop took place at TEC in Dar-es-Salaam.

Step Two: Implementation/field phase. During a period of three months (November,December, January.) the participants are to implement a research plan, collate and analyse data and produce a respective report. This phase is monitored and facilitated by two facilitators from SAUT Noel Joram and Denis Mpagaze remotely and via face to face tutoring and Project Coordinator from Communication Sarah Pelaji.

Step Three: Networking/sharing of experience meeting. This meeting is scheduled for 4 days in Dar-es-Salaam Kurasini (TEC) in 2-6th March 2019. It will include all Radio participants within the project, TEC  Communication staff, Facilitators from SAUT   and Representative from CAMECO MISS PETRA. This project will end on 6th March 2019.


Topics covered for the workshop were:


  • Introduction, why is audience knowledge important, overview and situation analysis including review of surveys completed and research activities normally undertaken by the radios, introduction to impact analysis.
  • Audience data and sources/methods used, audience concepts explained and distinguished, findings about radio audiences and discussion with respect to Uganda (data to be presented, industry and station where possible).
  • Research methods available including matching data needs with research methods.
  • Developing a research project, defining the problem, the research questions.
  • Designing an audience survey (is anyone listening?), writing a questionnaire, principles of interviewing/fieldwork and sampling (group face to face half-day survey exercise in Kampala.
  • Inputting/analysing (using PC software or online service) and reporting survey findings.
  • Other practical quantitative methods including mail (self-completion) surveys, SMS, phone-voice and group audience surveys.
  • Qualitative methods, in-depth interviews (briefly), participant observation and focus/consensus groups (including consensus group exercise).
  • Response cultivation, feedback gathering (including via listener clubs) and content analysis.
  • Using research findings effectively.
  • Developing a research action plan (exercise, for each station)



The target participants for the workshop were:

  • Station managers, programme directors, marketing managers.

Participants  received the following:

  • Accommodation and full boarding during the workshop and meetings
  • Tailor made trainings by two facilitators on the topics including fieldwork in Kampala
  • Practical hands on resource materials
  • Tutoring assistance during implementation phase (ÔǪ.)


Note, the project does not provide any sitting allowance and personal expenses have to be covered by own means.


Participant criteria:


  • The radio station is on air daily minimum of 10 hours in Tanzania.
  • The radio station has a programme schedule/lineup.
  • The radio station agrees to pay $100 as tuition fee for the training programme.
  • The radio station has access to and experience in using computer, Internet, Email, Facebook and Skype
  • The radio station is willing to work cooperatively with other radios and stakeholders for mutual / sector benefit (willing to be in a cluster/network).
  • The radio station commits itself to dedicate two staff members (?) for the training measure from ÔǪ. and will be responsible for implementing audience data/sources and methods at the radio station.
  • The two representatives of the radio station have good writing and speaking skills in English
  • The two representatives one should be either station manager or director of the radio station with authority in audience/marketing and/or programming tasks at the radio station.
  • The two representatives of the radio station are willing to prepare a common letter of motivation. The letter of motivation should be signed by the two candidates and the director/station manager of the radio station (even if are the proposed participants). The letter of motivation should give concise answers to the following:
    • How / in what areas do you intend to use the knowledge and skills gained from the program to improve your station and the audience it serves?
    • Will you be able to implement a research plan and activities after the workshop and work with the external facilitators?  Have you previously implemented action after attending a training course?
    • Do you implement audience research at your station? Do you have experience in the field of audience research already? If yes, please describe.