In 2009, Clear Channel embarked on a 12-month insights and survey programme, consisting of various research methodologies. These include focus group discussions, qualitative and quantitative street surveys and sample audience activity-tracking. The aim of this exercise was to gain detailed insight into the psyche of each audience segment our networks target – their lifestyles and routines, spending habits, media consumption, factors considered when making brand choices and many more. The findings also tell us how consumers perceive our media versus other Out-Of-Home or traditional media. These findings allow our advertisers to firstly, test if their advertising message is relevant to the intended audience; secondly, deliver a creative that resonates with the audience; and thirdly, elicit the desired response. In today’s lifestyle where people are constantly inundated with advertisements, it is no longer enough to place your message in front of the audience, but to ensure it is embedded favourably in their minds.