Sony Music UK & Europe: Getting the most qual out of their quant

The authors outline the approach Sony Music UK takes to market research, putting "as much qual into our quant as possible".

Sony Music UK & Europe: Getting the most qual out of their quant

Jonathan Puleston and Mark UttleyGMI and Sony Music UK

Background

Like many other creative industries, the music business is not a natural fit for traditional market research. Statistics and quantitative data have not historically been whole-heartedly embraced by an industry that thrives on creativity and inspiration. In spite of this, Sony Music UK has had a lot of success bringing the voice of the consumer into the heart of the business. What's been the secret to our success? Simple. As well as doing great qualitative insight,...

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