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,...