About CEM MusicTest

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About CEM MusicTest

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Based on the significant changes in distribution and costumer consumption during the last decade, and increasing competition in the market, Voxmeter and GAFFA has partnered to keep the deferent industry actors updated with consumer tests and polls of the music market. 
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Based on the significant changes in distribution and costumer consumption during the last decade, and increasing competition in the market, Voxmeter and GAFFA has partnered to keep the deferent industry actors updated with consumer tests and polls of the music market.

Danish music is a billion kroner industry. That was shown by the report “Dansk Musikomsætning 2015” by the consultancy Rambøll has produced for the Danish music industry. The analysis shows that the biggest sources of revenue is respectively live music and sales of recorded music. Live music brings in a revenue just below 3,9 billon Danish kroner, while recorded music brings out 2,8 billion. At the same time the report shows good growth in a number of areas.

Since 2008 Voxmeter has developed the analysis system CEM Intelligence, that collect every costumer interview and survey within a long list of industries, amongst others banking, NGO, retail, travel and entertainment. Now time has come to the music industry, where 26.000 interviews are conducted each year. By now interview data has been collected since October 2017, analogous to half a year’s data.

This mean that we now have access to a large amount of market information about music consumption, venues, festivals, and test of music.

The analysis system is called CEM Music Intelligence. With this we’re able to predict changes in the consumers’ demand and need. A great amount of information to the benefit of, for example, festivals that want to survey the interest for tickets. Or, maybe even more interestingly, potential guests that are neglected – and the reason for this. Whether you work for a venue, a festival, a record company, are an agent for an orchestra, or a musician yourself, this gives you access to analysis and tests tailored for you.

Market Analysis for the Music Industry
Voxmeter conducts 26.000 interviews per annum with Danes about their music consumption, preferences, visits to venues and concerts, and much more. Furthermore, Voxmeter test new music each week, along with ongoing pre-tests of upcoming releases. All of this made easily available in Voxmeter’s analysis system “CEM Music Intelligence”.
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Music Test
Voxmeter conducts tests each week on a selection of established artists current releases. Along with miscellaneous media, amongst others GAFFA and Voxmeter’s opinion webpage, these music tests are published on the official “CEM MusicTest” hit chart. Furthermore new, as well as established, artists can pre-test their music, that can be compared to new releases and thereby get a valid prognosis of how good it will do on in the market – and what might be a good idea to change. Voxmeter has fully automated every process, so pre-tests can be completed in under 5 working days, no matter what world market is targeted.
This way artists, booking businesses and record companies can create their own site and do everything themselves – easy, cheap and fast. Watch how easy it is in this video!

Festivals and Venues
Business developers at venues and festivals can now, easier than ever create success for their venue or festival. Voxmeter’s model CEM Intelligence makes it intuitively easy to translate audience analysis within the following missions:

  • Marketing: Attract more audience
  • Ticket sales: Win the ripe costumers
  • Loyalty: Maintain your audience
  • Forecast: Predict new trends, costumer need and the next event

Start now – Click here and create your profile on CEM MusicTest.

CEM MusicTest is a collaboration between GAFFA and Voxmeter.
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METHODS

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Samples
The prerequisite for the composition of a valid sample is, that everyone must have had an equal possibility of being heard. The best method of achieving this principle is to use telephone interviews, as 99,9 % of the population has a telephone. The principle of randomness is achieved as Voxmeter guaranties 93 % cell phone numbers and 7 % land line phones. Hereby we’re able to catch every personality type, and both Danes with a hidden number, private subscription numbers, company telephones and prepaid numbers. Voxmeter conducts at least 1.000 telephone interviews a week about politics, and social and market conditions. Every interview concludes with a recruitment to Voxmeter’s panel “CEM Danskerne”.

Completion
When creating opinion polls, that reflect reality, it’s important to convince as many respondents as possible to participate, but that’s easier said than done. Voxmeter works continuously on training our interviewers, teaching them conversation techniques and other questioning matters. The criteria for success for our interviewers is that 7 out of 10 of their phone call recipients agree to participate in our surveys. To achieve this our employees must have an accommodating voice, be eloquent and is perceived to be professional and serious. Because of this our employees are not given piecework pay or bonus, but only by hourly rate. Thanks to our very capable interviewers 7 out of 10 recipients agree to join Voxmeter’s panel “CEM Danskerne”. Voxmeter conducts at least 52.000 telephone conversations with Danes each year, and as a result around 36.000 agree to participate in Voxmeter’s panel.

Telephone interview
Luckily by far most of the recipients contacted by Voxmeter complete the interview. Unfortunately, some people are annoyed by receiving phone calls from analysis institutes, and we deeply regret when we contribute to this. When we encounter a recipient who feel this way, we employ a “lock” that ensure that Voxmeter never call that number again. Voxmeter is the mouthpiece of the Danes and communicate their views and wishes to media, companies, politicians and organizations. Therefore, we have an obligation to secure that our polls truly reflect reality. The prerequisite for this is that everyone has equal opportunity to be heard. Accordingly, we, as a research institute, also have an obligation to contacts everyone, whether they have a secreted number or are registered on “Robinsonlisten”. Conversely, we must never contribute to direct or indirect sales, and never pass on contact information, that can be linked to the answers the Danes supply us. Since 1997 Voxmeter has guaranteed our respondents 100 % anonymity, and have always fulfilled the new GDPR rules, that we wholeheartedly welcome.

Web-Panel
Voxmeter’s criterium for success is that we always have at least 100.000 active members of our panels available. Voxmeter conducts 52.000 recruitments each year through 1.000 telephone interviews each week. In this respect Voxmeter’s differs from other panels, as no one can enroll by their own volition. Everyone has been randomly selected and are personally invited by a trained interviewer. This means that every personality type is represented, whether they be young or old, have a long or short education, wealthy or poor. Voxmeter invests a lot of resources in making sure that all members are happy to be a part of our panel. Firstly, we make sure that Voxmeter’s questionnaires always appears serious and thought through, as well as the subjects being relevant. Secondly, panel members have access to an attractive loyalty program, that account for the individual personality types’ preferences. The loyalty program ensures high participation levels and a higher degree of seniority.
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SAMPLING AND CALCULATIONS

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The current calculation model is temporary and is based on pt. on 2 parameters (see below).

In August 2018, we have collected a sufficient amount of data, whereupon the calculation is extended to “Totalscoren” (CEM Score). The calculation model follows all other industries, from banking, insurance, amusement to NGO organizations.

Temporary parameters used:

  • Overall Rating (Primary Weight)
  • Listen if on the radio (secondary weight)

Both questions are reported on a scale of 0-240 degrees

Calculation of factor
Listen if on in the radio is used as an additional factor to adjust the calculation. It is converted from a shell from 0-240 to 0-1000, so 0 equals 0 and 240 degrees corresponds to 1000 points. The factor used for adjustment is based on an average for that track:

(0,5+(0,5*(avg(score) / 1000)))

The score will usually end up being a number between 0.5 – 1.0. However, the question is influenced by weight, so the score can theoretically be a little higher or lower.

Calculation of potential fans
The number of fans is calculated as follows:

The question of overall assessment is used to calculate whether a respondent is a fan or not according to the following method:

Degrees 144 156 168 180 198 204 216 228 241
Value if degree is higher than 0,00 0,00 0,00 0,35 0,35 0,60 0,60 1,00 1,00

For example, if the respondent has set the dial to 182 degrees, the respondent will count as 0,35 fan. This value is influenced by weight, so it can be more or less.

Then, the percentage of fans is calculated as the sum of the weighted fan values ​​divided by the number of ratings.

This proportion is multiplied by the calculated factor and multiplied by the population.

Formula:

(0,5 + (0,5 * Avg (Q6) / 1000))) * (sum(fan-value)/(number of ratings))* population

Sample and statistical uncertainty

The professional market test, CEM MusicTest, is based on a sample of 50 randomly selected listeners, nationally representative by gender, age and geography. If you want lower statistical uncertainty, the sample may be raised.

Statistical uncertainty at 50 interviews +/- 8.31%

Statistical uncertainty at 100 interviews +/- 5.87%

Statistical uncertainty at 500 interviews +/- 2.63%

Statistical uncertainty at 1,000 interviews +/- 1.86%
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SECURITY

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Security and rights above all
Security is on top

For CEM MusicTest, the artists and the music are the most important. Therefore, it is the empowered artists who decide who listens to the music, how long a test should run, and who can access the report.

When a track is sent to the audience, the track is enclosed in an encrypted questionnaire. This means that the audience can only evaluate a number once – and that the number cannot be shared or downloaded.

Valid test results and full transparency

The most reliable test report is Music Test because it is based on an impartial audience, while the Get It On Track test consists of the individual artist’s own network.

On the Scouting list, there is full transparency. Firstly, the list can be split up by for example vocal, band, mood and much more. Secondly, you can see the size of the sample (number of answers) that is the basis of results and the report for the individual music number.

The analysis institute Voxmeter A / S is behind CEM MusicTest
In connection with the establishment of CEM MusicTest, Voxmeter has entered into an official agreement with KODA, which obliges Voxmeter to ensure copyright holders’ rights. The agreement with KODA also equates CEM MusicTest (Voxmeter) with other music media, so artists get payed when the music is played. Voxmeter is also a member of the international trade association Esomar and thus obliged to ensure that personal data and/or materials are not disclosed to third parties without written consent. Last but not least, Voxmeter is committed to ensuring musicians as well as test subjects 100% anonymity with regard to responses.
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