Introducing the Power Of Audio - a thought leadership study for Spotify...
We’re super excited to have worked with Spotify on their trailblazing thought leadership study, the Power Of Audio.
The project – which soft launched at CES – investigates and celebrates the role of sound in our lives, as well as looking at what the future of audio holds for brands and consumers.
We worked with 46 consumers in the US, UK, Brazil and Japan, conducting audio diary tasks (including deprivation phases), Skype interviews to dig deeper and filmed ethnographic sessions to truly build empathy around use cases and need states. We discovered a huge amount about people’s audio moments (singing in the shower among them!), how audio is used for mood control and the powerful recognition of brand sounds.
Our expert interviews ranged from artists and producers, to academics, marketing heads, innovators, advertising consultants and content producers. Each of them provided a fresh perspective on why audio matters so much. Themes explored included audio and memory, audio’s role in next generation marketing and the power of the podcast.
Check out our first film below – and you can find more content about the project at Spotify For Brands here. Watch this space for further video releases.