How we understood the lives of tweenagers and revitalised an iconic brand
Music market research approach
- Collaborative working session to hypothesise issues and opportunities to explore in research.
- In-home individual depth interviews with tween-age girls, paired depths and mini group creative workshops. All respondents also undertook creative research pre-tasks. These included diarising how they spent their time and also becoming investigative journalists to interview their friends.
- Analysis followed finally by debrief and working session.
Provided many insights on the role of music in girls’ lives. This informed magazine content and brand guidelines. As a result this inspired the launch of a new digital magazine and circulation growth of 25%.
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Music Market Research Success Story | Top Of The Pops