Unpacking digital music behaviours in Gen-Z
Photo by Fallon Michael on UnsplashThe challenge
M&C Saatchi’s client was looking to relaunch its music channel on YouTube but needed to intimately understand the ‘what, when, where and why’ of how 16-23s discovered and consumed music today – from media, to influencers, peers and platforms. M&C needed a rapid deep dive into the reality and language of the category with this notoriously fast moving (and often fickle) audience – and they needed this within a week - to inform their client’s brand relaunch strategy.
Our approach
We recruited a Panel of 40 eloquent and engaged, nationally representative 16-23s and designed an immersive study framework which would garner their ‘virtually moderated’ views in a largely open ended line of questioning.
The Deepr difference
Rich insight from a virtually moderated, quality controlled, open-question-based study
Pace to deliver qualitative depth of insight within five days versus a classic 2-3 week study
Open and full participation from a young audience engaged in the topic and uninfluenced by any ‘group effect’
“At speed, we were able to get an indication of music behaviour in this generation: identifying routes to explore further in future”