Illuminating the Audio Segment

Our client, a leading audio brand, had recently completed a large quantitative segmentation study, exploring attitudes and usage behaviors of online music listeners. While the segmentation was great, a more nuanced understanding was needed to push the work forward.

We worked to illuminate the landscape of audio entertainment and services to identify the "jobs" that the brand could play, in order to impact portfolio optimization/innovation, and inform brand and marketing communications.

We kicked off the project by hypothesizing the jobs that entertainment and specifically audio satisfies for people. Then using our hypothesis sessions, we quantitatively sized and mapped the jobs, illuminating brand and innovation opportunities. Once we identified the priority jobs, we humanized the jobs through digital diaries to capture how the jobs played out in their lives.

 

By using primary research and film to broaden our client’s perspective on who their segments were, we were able to identify an additional high value segment, provide an in-depth understanding of the role of music for each segment, and find strategic opportunities to increase engagement... which was music to our client's ears ; )