ANNOUNCEMENT:  Willhight.Com, North Central Willamette Research and Willhight Programming and Web Services are now once again providing quality radio station ratings (radio audience listening data estimates). Our radio ratings surveys feature Average Quarter Hour (AQH) and Weekly Cume Radio Audience data in over 70 age/gender categories. Breakouts include Weekly Cume and AQH Audience by Zip Code, by Hour of the Day, Reach/ Frequency, Cost Per Point, Cost Per Thousand data and more.

WHAT: North Central Willamette Research (www.ncwr.com) provides random probability survey polls of consumer opinions. Studies include: Radio station Audience size (Radio Ratings), radio station demographic and geographic composition, radio station audience purchase power, Top 7 Of Mind™) Awareness (T7OMA™) reports,  projected consumer purchase power with the MVP(tm) (Market Value Potential Report™), WOM™) (Word of Mouth™) studies which report consumers options on who they would and would not do business with and why they do or do not recommend the business, political opinion, media awareness, media usage, media advertising impact, and general social opinion research. 

While owner of Willhight Radio Research and later Willhight Research, Inc., NCWR's founder and President, Jim Willhight conducted numerous Top of Mind Awareness (TOMA) studies going back to 1983.  These TOMA studies were licensed to radio broadcasters in the Pacific Northwest from 1983 to 1996 as part of the radio research companies research product. See below (under Why) as to Top 7 of Mind Awareness versus Top of Mind Awareness.

The Word of Mouth Surveys give projected data based on a scientifically weighted sample (by age, gender and Zip Code) on how many persons will recommend a specific business for a product category. This data is provided in 72 age and gender categories, by geography (ZIP Code), by Top 7 Of Mind Noting and by Projected Purchases (Market Value Potential). For Example: In the 97355 Zip Code we can tell you how much the each age and gender said they will spend on Tires in the next year, who they recommend for that purchase, the top seven tire stores they can mention, all by zip code and radio audience. The Top 7 of Mind Matrix provides more than the typical Top of Mind Awareness (TOMA) reports. This matrix reports who is noted first, second, third, fourth and so forth. The Virtual Research Director Version 5 Software reports this data by ZIP Code, Radio Station Audience, over 70 age / gender combinations. The data is also reported for the T7OMA™ by "Word of Mouth™" for Top of Mind Awareness (Top 7 of Mind) Noting Rank. The "Word of Mouth" answers the question does the consumer recommend the first noted (Top of Mind).

WHY:  North Central Willamette Research (NCWR™) was designed to provide quality research services for the radio and retail industries nationally. Why Top Seven of Mind and Word of Mouth instead of just good old Top of Mind?  Typical Top of Mind Studies just measure the first response of the consumer, not the second, third or fourth response (we measure the top seven).  Since TOMA was introduced in the 1950's we are in an entirely different marketing word, thus the necessity to measure more the one (Top) response deep.  Also NCWR utilizing the latest state of the art Virtual Research Director™ Software, developed by Willhight Programming and Web Services provides data for some 70 different age and gender combination, plus data by ZIP Code and Media usage.

WHEN:  Surveys can be done upon request by the client. Our years of experience allow for a quick turnaround for when time is of the essence. 

HOW:  Through random market research by zip code, North Central Willamette Research is able to gather the necessary data needed to provide the client with everything they need to keep their business growing and prosperous. NCWR™ utilizes the latest relational data base software and associated programming to properly sample and weight the population, thus increasing our survey accuracy. Data is reported via the Virtual Research Director^TM (VRD)^TM  Version 5 Software developed by Willhight Programming and Web Services.

Below Are samples of the Virtual Research Director™ (VRD™) program screens:

These are screen shots of the Virtual Research Director™ Version 5 Program Suite.

WHERE:  Although we specialize in research in the North Central Willamette area from our local research facility, North Central Willamette Research is available to conduct survey field work nationwide.

NCWR Origin: Jim's research background goes back to 1976 as Research Director of radio KBRC. In 1981 Willhight Radio Research (see above) was founded. NCWR™ was originally founded in Washington (Wenatchee) and conducted over 26,000 interviews as North Central Washington Research.  NCWR™ was moved to the North Central Willamette Valley of western Oregon in July of 2002. Survey work included weekly and monthly radio ratings for local stations using the proven Willhight Radio Research radio audience measurement methodology. Implementation of the data included a music research study that help guide the format change of KPQ FM from Soft Rock (A/C) to Classic Hits. Other projects included the "Dr. Laura" attitudinal project that ultimately resulted in the dropping of nation talk show host Dr. Laura and replacing this programming with local talk and news, resulting in a drastic increase in station ratings for the time period.  

• Check out how we do our surveys at Survey Methodology.
  
• Check out the data terminology used by Virtual Research Director (VRD) at Data Terminology
  
• Free Data: These are graphs of public domain demographic data for our local area.  This is an example of the "introductory" data that we provide with our in-depth consumer option survey data.
  
• Examples: (1) Radio Market Share Data (2) TOMA Graphs (3) Other Studies conducted by NCWR(tm) (previously North Central Washington Research) 

(c) 2005 - 2010 North Central Willamette Research, Inc.   

Virtual Research Director™ (VRD™) is a Trademark of Willhight Programming and Web Services, Inc.

Top 7 Of Mind™ Awareness (T7OMA™),  MVP™ (Market Value Potential Report™), WOM™ (Word of Mouth™ are trademarks of North Central Willamette Research, Inc.