In this special edition of Podcast Insider, Blubrry CEO Todd Cochrane sat down with Jay Nachlis, VP and Consulting/Marketing Director at Coleman Insights, for an in-depth conversation about the evolution of radio, the challenges faced by podcasters today, and how research tools such as Pod Predictor are leveling the playing field for creators of all sizes.

Jay brings decades of radio experience to the table, having started in the industry at only 15 years old. His transition from on-air personality and program director to media researcher has given him a unique perspective on the shift from traditional radio to podcasting. Where radio stations once had entire teams behind every broadcast, modern podcasters often operate independently, handling content creation, marketing, production, and distribution.

Recognizing this, Coleman Insights developed Pod Predictor, a research tool designed specifically for independent podcasters and small networks. As Jay explained, most traditional research services were cost-prohibitive for smaller creators, and Pod Predictor was born to address that gap.

“We tried to come up with Pod Predictor to make it affordable enough that everybody has a shot to get some real insights… let’s take some of that lifting of the guesswork out of the marketing play,” he explained.

What is Pod Predictor?

It’s a pre-launch tool that lets podcasters test show concepts, titles, and pitches with real podcast consumers before going live. Users get feedback not just on general appeal, but on how their ideas resonate across different demographics—like age, gender, region, and even podcast category preferences. Want to know if your comedy show secretly appeals to science podcast fans? Pod Predictor can tell you.

“The deliverable is… what we call in the research world cross tabs,” Jay said. “We’re looking for passion… not just whether someone liked it, but whether they loved it or hated it.”

According to Jay, the tool is meant to strip away guesswork during the planning stage, helping creators shape their shows in ways that maximize audience engagement. Whether you’re deciding on a podcast name, evaluating cover art, or refining your show description, Pod Predictor helps ensure your message connects with the right people.

And it’s not just about validating assumptions — it’s about discovering the unexpected. Jay recounted how one parenting podcast learned their audience preferred broad, values-driven topics (like raising kind children) over hyper-specific ones (like how children should behave in the car). That kind of insight can shape not only content strategy but marketing, tone, and distribution plans.

Economical Insights

Pod Predictor starts at just $495. For a product that delivers actionable data from real listeners, it’s an affordable investment, especially compared to the potential cost of launching a podcast that misses the mark.

“You might find that the wheelhouse of it is 35 to 44-year-old women, and you just had no idea… research isn’t just about confirmation, it’s about discovering what you didn’t expect,” Jay said.

Todd echoed this sentiment, emphasizing how even Blubrry had used Coleman’s research to rethink its approach, learning that being too close to a product can cloud judgment. As Jay put it, creators need to think like consumers, not just experts in their niche.

For podcasters — whether new or experienced — Pod Predictor offers a rare opportunity to listen before being heard. And in today’s crowded podcast space, that could be the key to standing out. Find out more about Pod Predictor and Blubrry’s other partnerships on the partner page.

Dig Deep

The conversation went on to explore how podcasters can dig deeper into audience preferences using innovative tools like mediaEKG and Pod Predictor. These tools help creators test everything from show names and intros to music and segment flow. With Media EKG, audiences react in real time to podcast or video content, creating visual data that reveals what parts of an episode resonate or fall flat. Nachlis shared how such feedback can uncover surprising insights, like a seemingly beloved segment actually driving listeners away, which can transform show strategy and retention.

“Inside thinking is when you’re too close to something … you’re writing that title or show notes for someone like you, but you’ve got to step back and think like the average consumer,” he said.

Brand Alignment is Critical

The importance of strategic brand alignment alongside compelling content is paramount, Jay said. Simply producing good material isn’t enough; podcasters need to ensure their content strengthens their brand and aligns with audience expectations. He introduced the concept of a “brand content matrix,” urging creators to think like marketers and make data-informed choices across both production and promotion. Unlike traditional metrics that encourage chasing download numbers, he advocates for long-term brand development as the key to sustainable growth.

The discussion also highlighted current trends in podcast consumption, notably the rise of video podcasting, with YouTube leading as a preferred platform. Yet, Jay pointed out a disconnect — many podcasters struggle with discoverability and listener conversion, especially through social media clips. While clips can offer visibility, they often satisfy the viewer without converting them into full-episode listeners. The solution? Clear branding, strategic calls to action, and consistent cross-platform presence.

He concluded by stressing the importance of genuine listener feedback and strategic research, noting that podcasters often rely too heavily on super fans, missing out on insights from broader audiences that could unlock real growth potential.