Illustrative engagement. A representative scenario showing how we approach this kind of work in music. It does not describe a specific client; outcomes are described qualitatively.
Industry overview
What is shaping music
Labels, streaming services and live music businesses need to know how people listen, discover artists and choose concerts, and to pay artists accurately.
- Streaming dominates listening
- Live music is a growing revenue source
- Royalty accuracy builds artist trust
Client background
A record label, working in India. This is an illustrative engagement: a representative scenario showing how we approach this kind of work, not a named client project.
- Organisation
- A record label
- Sector
- Music
- Team engaged
- Market Research
- Services
- Qualitative research, Online surveys
Client challenge
The label planned a new image for an established artist and worried about alienating fans.
Research objectives
- Deliver on the brief: testing an artist's new image with fans.
- Understand the views, needs and behaviour of fans.
- Measure how widespread each pattern is, and explain the reasons behind it.
- Give the client evidence it can act on within 4 weeks.
Target audience
The work focused on 1,000 fans.
- fans1,000
Audiences we typically reach in music
ListenersConcert-goersArtistsStreaming subscribersVenue operators
Geographic coverage
Coverage: India. Market: India.
- India
Research methodology
A mixed-method design: structured research measured how widespread each pattern was, and qualitative conversations explained why.
- 1Brief
- 2Fan discussions
- 3Image test
- 4Insight
We tested visual concepts and messaging with existing and potential fans.
Qualitative researchOnline surveys
Sampling strategy
- fans
- 1,000
- Online respondents were drawn from verified panel members who matched the screening criteria, with quotas on key profile attributes.
- Qualitative participants were recruited purposively to cover the full range of experiences that mattered, rather than for statistical representation.
Data collection
- groups
- 6
- The online survey was mobile-friendly and offered in respondents' languages.
- Interviews and discussions were led by experienced moderators using a guide agreed with the client.
Data quality & validation
- Digital fingerprinting and duplicate checks
- Attention, speed and straight-lining checks
- Review of open-ended answers
- Recordings and transcripts for every session
- Re-screening of qualitative recruits
- Logic and range checks on the final data
- Work carried out under our ISO 20252 quality procedures
Data analysis
- Cross-tabulation by key groups and locations
- Significance testing on the differences that mattered
- Thematic coding of interviews and discussions
- Journey and decision mapping
Key findings
- Fans welcomed a new look if the music style remained familiar.
Evolve the image, keep the sound.
Recommendations
- Build on the core insight: evolve the image, keep the sound.
- Focus effort where the evidence was strongest: fans welcomed a new look if the music style remained familiar.
- Re-measure after the changes to confirm the effect.
Business impact
- The label phased the change.
What changed in the business as a result of the work. Impact is described qualitatively.
Deliverables & next steps
- Insight report and management presentation
- Cleaned data file and data tables
- Interview summaries and key verbatims
- Repeat the measure after changes are in place to track progress.
- A natural follow-on question: why do subscribers stay?