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 festival organiser, working in Goa. This is an illustrative engagement: a representative scenario showing how we approach this kind of work, not a named client project.
- Organisation
- A festival organiser
- Sector
- Music
- Team engaged
- Market Research
- Services
- Quantitative research, Reporting & insights
Client challenge
Sponsors asked for evidence of value.
Research objectives
- Deliver on the brief: evaluating sponsorship at a music festival.
- Understand the views, needs and behaviour of attendees.
- Produce results that can be compared across groups and locations.
- Give the client evidence it can act on within 3 weeks.
Target audience
The work focused on 1,200 attendees.
- attendees1,200
Audiences we typically reach in music
ListenersConcert-goersArtistsStreaming subscribersVenue operators
Geographic coverage
Coverage: Goa. Market: India.
- India
Research methodology
A structured quantitative design, so results could be compared across groups, locations and time.
- 1Brief
- 2Attendee recall survey
- 3Insight
We measured sponsor recall and perception among attendees.
Quantitative researchReporting & insights
Sampling strategy
- attendees
- 1,200
- The sample was designed with the client around the decision to be made, with quotas to keep key groups readable.
Data collection
- Data was collected with the methods listed below, managed by a dedicated project team.
Data quality & validation
- 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
Key findings
- Interactive brand zones achieved higher recall.
Experiences create memory.
Recommendations
- Build on the core insight: experiences create memory.
- Focus effort where the evidence was strongest: interactive brand zones achieved higher recall.
- Re-measure after the changes to confirm the effect.
Business impact
- Packages were redesigned around activations.
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
- Repeat the measure after changes are in place to track progress.
- A natural follow-on question: what do artists need from a label?