Arense Gomez, AlfredoGarrido Pintado, Pablo2024-02-072024-02-072022Alfredo Arense Gómez & Pablo Garrido Pintado (2022) The Use of Market Research and Radio Consultancy in Spanish Music Radio: The Case of Kiss FM (2002-2010), Journal of Radio & Audio Media, DOI: 10.1080/19376529.2022.20816931937-652910.1080/19376529.2022.2081693https://hdl.handle.net/20.500.14352/100082Kiss FM brought a new programming methodology to the radio sector in Spain. Previously, market research tools were used merely for orientation purposes but from 2002 onward the use of music testing and audience panels began to take on a decisive role. In this paper we analyze the application of market research and radio consultancy in music radio in Spain, identifying the reasons for the success of Kiss FM and its impact on the sector as a whole. We use a methodology which combines participant observation and in-depth personal interviews, examining the market research techniques of the Kiss FM model and its impact.engjournal articlehttps://doi.org/10.1080/19376529.2022.2081693https://www.tandfonline.com/doi/abs/10.1080/19376529.2022.2081693metadata only accessRadioMarket researchRadio consultancyRadio6308 Comunicaciones Sociales