CMA To Unveil Research

The Country Music Association will unveil key findings from its 2008 Country Music Consumer Segmentation Study during a free Town Hall meeting Tuesday, April 28 from 2:00-4:00 PM/CT in the Boone Crockett Room at the Hilton Hotel in downtown Nashville. The meeting is free and open to CMA members and their invited guests. The research project was the largest and most comprehensive look at the country music consumer in the CMA’s 50-year history. The Town Hall meeting will also include an opportunity to discuss “next steps” and ways to incorporate the findings into constituents’ individual business plans. The study offers information on media consumption including country record sales, radio and touring, as well as media usage and consumer analysis culled from a phase one sample of 7,000 individuals; a second sample of 1,850; and 10 focus groups from three regions of the country. In addition, findings from a followup study to determine the impact of the current economic crisis on the country consumer will be presented. The meeting will also include the introduction of an algorithm that CMA members can apply to their own consumer databases. The algorithm is a set of 14 screening questions that will enable the user to replicate the segmentation study in their own research vehicles to identify core and potential country consumers with a minimum of 75 percent accuracy, enabling members to use their marketing dollars effectively and efficiently.

“Giving our members the tools necessary to analyze the enormous amount of data we collected and make it applicable to their day-to-day operation is the logical next step,” said CMA Chief Executive Officer Tammy Genovese. “From booking agents to artist managers to record labels, there is something for everyone who relies on the country music consumer in this study.”

Seats to the free Town Hall meeting are limited and are available to CMA individual and organizational members only. Attendees may also bring a limited number of guests to the event based on the level of their CMA membership. CMA members who would like to attend must register online, and they can do so here.