TeenVoice customer better understands how teens discover and engage with music through strategic insights
FACTS AND FIGURES
A snapshot of the study’s scale, speed, and deliverables.
TIME IN FIELD
<20 Days
REPORT LENGTH
66 pages
REPORTING TURNAROUND
5 Days
BUSINESS CHALLENGE
The need for deeper insight into how teens discover and engage with music.
An established trade association representing a consortium of music professionals aims to promote and develop music fans globally. Their challenge revolved around understanding the next generation of music listeners so they could provide members with relevant, timely insights into the music listening behaviors and preferences of music fans.
With teens setting trends and influencing the behavior of other audiences, it was important to invest in this group. The organization wanted to know how teens engaged with music, what teens liked about different genres, how teens wanted to be spoken to and more so they could have a clear strategy for engaging with them.
SOLUTION
Combining strategy and research to uncover teen-driven insights.
The trade association partnered with TeenVoice team directly, from survey brainstorming and ideation to creation of final deliverables and outlining survey results. Weekly project management calls kept the association on track with timing and TeenVoice’s adaptability and willingness to pivot throughout the process helped meet the association’s unique needs. While the association had originally drafted questions in a way that would mirror how they’d survey adults, the TeenVoice team provided expertise in adjusting questions to best suit and engage with the teen audience.
MAIN OBJECTIVES
Outlining the focus areas to better understand teen behavior and preferences.
Understanding Teen Music Engagement
Explore Teen Genre Preferences
Refine Communication Strategy
Map the Teen Music Journey
KEY INSIGHTS
Key findings that reveal how teens discover, engage with, and spend on music.
Insights on Music Discovery
New Spending Insights
Guidance for Future Strategy
Streaming & Social Drive Music Engagement
BUSINESS OUTCOMES
Turning teen insights into smarter, more strategic decision-making.
The association gained insights into how teens discover music and genre preferences, but most surprisingly, they learned that teens have a big appetite for spending money on artist merchandise and live music as opposed to just recorded releases. These valuable insights were shared with association members, and will help guide future growth and decision-making.
"
As a result of our work with TeenVoice, we now better understand the identities and music listening behaviors of teen music lovers… allowing us to be more strategic than ever in the way we engage with them.
Turn Insights into Action for Your Organization
Partner with our team to uncover the insights you need to better understand and engage your audience.