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3. Methodology overview of uses of their own DAB radio adopting and using their own DAB radio demonstration of how interviewees use their DAB radios trying an unfamiliar DAB radio and expressing their thoughts (eg likes, dislikes, what’s easy and intuitive and what’s not) whilst using it. They used either: low-cost DAB radio ( around £25) DAB radio with voice output (around £100) DAB radio with advanced functions (around £200). At the end of the interview, participants were fully debriefed about the research objectives and each person was paid £30 for their time. The DAB radio consumer in-depth interview data (interview transcriptions and observations of DAB radio use noted by the interviewers) were used to generate a checklist for recommended features of DAB radio equipment. They also informed the development of a second phase in the consumer research - the Short Preference Survey (see below). 3.2. Consumer research: Short Preference Survey 3.2.1. Rationale In addition to revealing key usability and accessibility considerations for digital radio equipment design, the in-depth interviews identified the typical range of radio functions that participants used and understood, and those which were not used or understood. These insights informed the development of a 27-item telephone survey (the ‘Short Preference Survey’). Whilst the in-depth interviews provided rich contextual information about digital radio use, the aim of the Short Preference Survey was to collect quantitative data. A key focus was to understand the proportions of sighted and blind and partially sighted samples who could use their radios independently. 3.2.2. Sample for the Short Preference Survey The target was to have a nationally representative sample of DAB radio users and a sample of 100 blind and partially sighted people, matched as closely as possible to the age profile of the nationally representative sample of DAB radio users. 28
3. Methodology Data from the nationally representative sample was collected via the market research agency GfK NOP’s Telephone Omnibus. The Omnibus is a nationally representative telephone survey, conducted weekly with a target of 1,000 people per week to which additional sections or questions can be added to explore specific topics. The survey was conducted over the weekend of 9-11 May 2008. A total of 225 people from the national survey had DAB radio and were therefore asked the Short Preference Survey questions. Fifty-four per cent of the 225 DAB owners was male. As can be seen in Figure 3.1 (also see Results table [AB3.1] in Appendix B), and consistent with recent Digital Radio Development Bureau data (2007), DAB owners tend to be over-represented in the middle age groups (31-64 years old), and underrepresented in older age groups. Table 3.1 Comparison of the age distribution of the research sub-samples with the Network 1000 nationally representative data for the blind and partially sighted population 50% 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% 18–29 30–49 50–64 65+ age group (years) nationally representative (all) (n=999) nationally representative DAB (n=225) blind and partially sighted DAB (n=100) Network 1000 (comparison: n=100) 29
Page 1 and 2: Research report: Are you really lis
Page 3 and 4: Foreword Foreword Access to radio i
Page 5 and 6: Executive summary 2. A telephone-ba
Page 7 and 8: Executive summary Comparison of sur
Page 9 and 10: Contents 1. Radio and blind and par
Page 11 and 12: Contents 6.5.2. Confidence with tec
Page 13 and 14: Contents 9. Priorities for accessib
Page 15 and 16: 1. Radio and blind and partially si
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Page 19 and 20: 2. Aims and objectives: scope of wo
Page 21 and 22: 3. Methodology 3. Methodology To un
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Page 39 and 40: 5. Setting the scene Persona 2: Mar
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7. Advanced functions cases, partic
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7. Advanced functions 7.3. Sighted
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7. Advanced functions button presse
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7. Advanced functions 7.5. Equipmen
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8. Customer reaction to voice outpu
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9. Priorities for accessible and us
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10. Insights from DAB industry inte
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11. Conclusions 11.1. Blind and par
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11. Conclusions 11.8. Industry cite
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12. Acknowledgements The authors wo
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14. Glossary of terms Audio Descrip
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Appendix A - Short Preference Surve
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Appendix B - Data tables Table AB5.
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