How Spotify used an Insight Community to understand listening habits
YOU HAVE USAGE DATA IN ABUNDANCE.
BUT HOW DO YOU UNDERSTAND THE CONTEXT IN WHICH YOUR AUDIENCE IS LISTENING?
Spotify needed to know the nuance of Millennial and Gen Z behaviour to better target their brand and products.
Two thousand consumers, two months, one insight community
This case study from Recollective shows how Spotify and research agency YPulse used an on-going insight community to explore the listening habits of these two critical youth segments.