Navigauge: A Disruptive Innovation to Measure Car Radio Listening


Navigauge, a start-up company that specialises in radio market research, has developed a tool that provides high quality, accurate and location-based radio market research. This pioneering technology in radio market research is captured in a positive, albeit reserved, article in the New York Times in September 2004. The use of this tool is in stark contrast to the industry standard in the US radio research market, where a panel of listeners kept diaries on which radio programmes they listened to each month. Navigauge has successfully completed a test of its new technology in 500 cars in test market and is now looking to expand.

The case starts as the founders prepare to present their new business to secure a third round of badly needed venture funding. While the new technology is revolutionary, they have yet to sign up any customers. Readers are challenged to take this small business and turn it into a success across the US, and disrupt the car radio market research industry.

This case is intended for use in marketing courses that focus on innovation and new product development. It gives students an opportunity to assess the challenges facing a start-up with a new technology going against an established competitor.


Entrepreneurial and Small Business Operations | Management Information Systems | Marketing | Technology and Innovation


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01 Oct 2012

Kevin Sproule, Singapore Management University
Srinivas K. Reddy, Singapore Management University

Market Research,

Year Completed:

Education Level:
Executive, Postgraduate,

Data Source:
Field Research

Geographic Coverage:
United States