From the blog to the record shop: How online consumer dialogues can be used to catalyse action in fast-changing industries

This paper describes the creation of Speakerbox, an online community of 2,000 UK music fans used by the record company Universal Music to facilitate an ongoing conversation with consumers.

From the blog to the record shop: How online consumer dialogues can be used to catalyse action in fast-changing industries

Jamie Allsopp and Hanna ChalmersSparkler and Universal Music, UK

INTRODUCTION

In this paper we will show how an ongoing project between Sparkler and Universal Music is allowing the walls between quantitative and qualitative research to be broken down thanks to new digital technologies. We will describe how this project, Speakerbox, allows far greater speed and fluidity compared to traditional quant and qual and also allows methodologies to be blended together as insights arise.

We will describe how having qualitative...

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