Research met Sport recently when Market Research Society member Ian Nockolds won Gold at the Community Radio Awards for his Sports Show on Somer Valley FM.

A Research Director at Midsomer Norton based Cognisant Research, Ian, has been an active member of the Market Research Society for the past 8 years, organising many on the South West regions networking and training events, but during that time he’s been building a reputation as an amateur sports broadcaster.

Ian has been involved with sports broadcasting on Somer Valley FM since the station was piloted in August 2006. A veteran of more than 100 live match commentaries covering local football, cricket and rugby clubs, Ian is currently approaching his 300th live show. Ian has even managed to involve his clients in his broadcasting, many of whom take more than a passing interest in what is something of a unique hobby. In November last year, Ian teamed up in the commentary box with Ian Wainwright, a producer at the Royal Shakespeare Company, for Paulton Rovers’ visit to Stratford Town.

Whilst community radio has allowed Ian the opportunity to indulge his love for sports, he believes there is a natural synergy with the skills of a market researcher.

Ian said “As researchers, it’s our profession to ask people questions and gain insight. My guests are no different to any other research subject and my listeners are my clients! More importantly, my research background has taught me the importance of respecting the rights of the respondent. Volunteers at local sports clubs like the idea of gaining publicity for their club but can be nervous when they are given a microphone for the first time, many are worried you, as an interviewer, are going to try and catch them out. Researchers understand the psychology of the respondent and the importance of building a rapport, but I’m not sure journalists always do!”