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Making a Segmentation Sing

The Challenge

Helping a major music/media brand make their segment sing.

Pandora came to us, wanting to do a really smart, modern-day segmentation… not just a numerical prioritization of who they should go after, but a living, breathing, inspiring piece of work for everyone in the company to rally around.

The Approach

We’re firm believers in what we call the “qual sandwich” when it comes to segmentation best practices — starting off with qualitative exploration, in order to identify attitudinal vectors to be tested, leading into a quantitative study to define the key identifiers, attitudes and behaviors of distinct segments, and finishing it off by illuminating each of the priority segments. To illuminate Pandora’s segments, we did online mobile ethnographies with music lovers, followed by in-home listen-alongs, designed to truly get at who they are as music lovers, not just music listeners. We sent our film team along, which led to inspiring films that truly brought the unique aspects of each segment to life allowing all team members at Pandora to truly feel a day in the lives of these segments.

The Impact

We gave Pandora a very smart, very human segmentation that seamlessly blended both qualitative and quantitative insight, allowing for an inspiring look at their different music-loving segments … with numbers to back it up. We took a deep look into the role of music in people’s lives, getting past surface-level behaviors to understand the whys and the hows, leading to widespread adoption and usage within Pandora, and helping them connect with music lovers in a much more targeted way.

Case Studies

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Positioning Global and Local POVs

This client asked us to help them explore and carve out value propositions for three new growth markets across Asia. By learning about the region’s local cultural nuances and social media landscape, we could help them cement their place in culture through future product innovations and marketing campaigns.

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Understanding the Shopper Journey

Illuminating the shopper journey across key social platforms and verticals to establish benchmarks for today and provide guidance for product and feature development for tomorrow.

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A Workforce to be Reckoned With

Helping a leading platform understand Gen Z's professional mindset in order to attract, retain, and support Gen Z. However, Gen Z poses a challenge. They have a very different relationship with social media and have entered the workforce during a time of significant change.

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The Sound believes in sharing knowledge. If you’d like to stay up to date with our reports on people, culture and brands and be able to watch our documentaries (and even be invited to an event or two) then simply subscribe below.

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