"This paper will use the example of the approach taken by UK Community Radio station, 'Future Radio' to obtain both quantitative data primarily through street surveys and qualitative data through on-line questionnaires, exploring why the station felt such research to be both necessary and beneficial. Showing how reasonably accurate data can be obtained on a cost-effective basis, issues of accuracy and practical difficulties will also be explored. Finally, the paper will examine some of the opportunities and challenges raised by the changing nature of radio listening and interaction brought about by new methods of consumption such as Internet streaming and mobile 'smart-phone' applications." (Abstract)