Needs, Wants and Fears Analysis

We often hear of companies doing “SWOT” analysis. This is vital to develop a clear plan and to evaluate where they are and what their options are. SWOT stands for:

strengths • weaknesses • opportunities • threats

As a CCM station, it’s important to do a SWOT analysis not only on your radio station but also on your listeners. A listener SWOT can help you understand your listener’s needs, wants, and fears. Ask similar questions about your listener (and to your listener) that you would find in a SWOT.

• What are their needs?
• Do they prefer something else?
• Are there any changes in the way they are listening to your station that you need to adjust for?
• What can you improve?
• What can you avoid?
• What things do listeners see as weaknesses?
• What challenges are ahead for listeners?
• What are your competitors doing to meet those challenges?

Those and many other questions should be asked regarding both your listener quarterly to keep your target listener profile fresh and to understand the audience you are focused on reaching.