Case Study: Radio One achieves real-time audience insights with Vision Critical

How Radio One connects with audience members to ensure advertisers meet their needs

Radio One, the largest media company primarily serving the African-American community, needed a better way to connect with its audience and give advertisers timely, specific insights into consumer needs. Working with Vision Critical and its One Community insight community, Radio One sought to answer highly targeted questions that could better represent African-American consumers and reassure advertisers their campaigns would be effective.

Vision Critical helped Radio One launch One Community, a 10,000-member insight community that delivers real-time customer feedback for research and advertiser consulting. The solution became Radio One’s go-to consumer research tool, helping secure new business, grow existing accounts, and differentiate the company with data-driven insights that improve advertisers’ ROI.

Radio One

Peggy Byrd

VP, Integrated Marketing, Radio One