Introducing Eriks

"Now every business can tap into my fusion of media marketing, content and research experience."

Eriks is an Australasian award-winning radio programmer, who uses research to develop a better understanding of the audience, and create high-rating content.

While working with major media brands across Australia & NZ, he ventured into research.  His first gig was to head up the then Austereo Network research facility. 

It became clear that combining his creative flair for producing content, with his analytical side, blended into a unique perspective on research.

This next led him into the brains-trust that built the Nova Radio brand.

He wore two hats at Nova. On the content side he played a critical role including marketing & branding -  from pre-launch planning of each station, and ongoing through their growth.

At the same time as designing all research methodologies, and working closely with the in-house data collection team.

This has all driven him to his career passion of making research as engaging as the medium.

As Eriks said. “It’s the kiss of death to an entertainment brand to bore your audience.  And to me that means every touch-point.  But at that time everyone just seemed to accept that research was a necessary evil, and you just hoped fans would forgive you.

That was 20 yrs ago, and unfortunately I still see low-engagement research.

Fast forward towards 2020, and the concept is only now starting to gain traction.  

But here’s the thing, every business is in the entertainment business.  I don’t care what industry you're in, if you're not engaging your fans, and making them feel good, then they’ll react in a very human way by tuning out.”

Eriks has the most interesting mind I’ve ever worked with. OK, I’m Judy his life and business partner, but it’s true. And why we're together. He has this fascinating ability to use either side of his brain as it’s needed.

I remember having a drink after yet another ‘lab-rat’ focus group and discussing how people responded. Just by watching their body language you could sense the lower level of engagement. The process stifled their natural personality – especially the quieter ones dominated by the loud extroverts.

So he started to play with the room layout, and introduced some fun relaxing elements to break the ice.

We also looked closely at the telephone surveys we were doing at the time. Again, when you listened in, you could hear the disengagement in their voices.

It was clear there was a massive impact of both high & low engagement on the results on which brands were making important decisions.

To quote Eriks … “I was involved in a study that was time-pressured with low engagement, and a marketing campaign that failed. This sparked a game-changing moment. I only get involved with brands that care about people.

Because it’s only when your focus shifts from needing answers no matter the burnout cost, to getting inside people’s hearts & minds as a relationship, that you identify the emotional drivers. That tipping point where you start to see the real benefits of quality insights for confident decisions.

Too many brands are OK with boring the pants off fans just to get some data, but it doesn’t have to be like that. You can create Raving Fans from market research, by making it fun, warm & friendly.”

You know although he loves his work, he also enjoys the great outdoors which are pretty spectacular in our part of New Zealand. But he's always been a community-minded person, involved in the local Toastmasters, and his lifelong passion for music.  Blowing out a tune with his Trumpet,  he's not too bad either - at least the neighbors don't complain :).

They say about Us


Clear and concise recommendations

Eriks is tremendous to work with, he has a remarkable ability to distil very complex strategic or tactical challenges into very clear and concise recommendations and actions. It would not be possible for me to endorse him any more highly.

Dan Bradley Director / Content Director

Combination of left and right brain thinking

Eriks is a unique combination of left and right brain thinking. He has the focus and analytical skills to drive any research project, combined with years of programming tier 1 radio stations that allows him to speak the language of today's content creators. I love working with him.

Craig Bruce Craig Bruce Coaching

Great wisdom and professionalism

Nobody in radio or the media in general has a greater understanding and insight into audience behaviour and attitudes than Eriks Celmins. I worked directly with Eriks for a number of years and he advised me with his great wisdom and professionalism. I cannot recommend Eriks highly enough.

Brad March Managing Director

Eriks is a great thinker.

I've had the honour of knowing Eriks for over 20 years and lucky enough to have his wisdom to draw upon professionally for many of those years. Eriks is a great thinker, an excellent strategist, and asks the right questions - of audiences and of you as a 'client'. On a personal level, Eriks is one of the kindest, most empathetic people. A wonderful man to know.

Jason Staveley Head of Music GOLD104.3 & WSFM

Track record of working with winning teams & brands.

He is a world leader in understanding the science of research and audience insights, Eriks has a massive brain and his ability to listen, challenge, and collaborate to set a strategic plan is what sets him apart. His track record of working with winning teams and brands speaks for itself and is now, legendary.

Dean Buchanan Group Director - Entertainment NZME

Stay ahead of your competition

His business really makes sense in this modern world where the distance between management and the customer continues to widen. Only by truly being in direct contact with our consumers will we be able to remain relevant in the modern world. Eriks gives us the opportunity to do exactly that in a meaningful and cost-effective manner.

Morris Shanahan Owner