Illustrative engagement. A representative scenario showing how we approach this kind of work in music. It does not describe a specific client; outcomes are described qualitatively.
Industry overview
What is shaping music
Labels, streaming services and live music businesses need to know how people listen, discover artists and choose concerts, and to pay artists accurately.
- Streaming dominates listening
- Live music is a growing revenue source
- Royalty accuracy builds artist trust
Client background
A music education charity, working in India. This is an illustrative engagement: a representative scenario showing how we approach this kind of work, not a named client project.
- Organisation
- A music education charity
- Sector
- Music
- Team engaged
- Market Research
- Services
- Quantitative research, Qualitative research
Client challenge
The charity wanted evidence of benefits for students.
Research objectives
- Deliver on the brief: evaluating a school music programme.
- Understand the views, needs and behaviour of students.
- Measure how widespread each pattern is, and explain the reasons behind it.
- Give the client evidence it can act on within 8 weeks.
Target audience
The work focused on 1,000 students.
- students1,000
Audiences we typically reach in music
ListenersConcert-goersArtistsStreaming subscribersVenue operators
Geographic coverage
Coverage: India. Market: India.
- India
Research methodology
A mixed-method design: structured research measured how widespread each pattern was, and qualitative conversations explained why.
- 1Brief
- 2Student survey
- 3Teacher interviews
- 4Insight
We surveyed students on confidence and engagement and interviewed teachers.
Quantitative researchQualitative research
Sampling strategy
- students
- 1,000
- Qualitative participants were recruited purposively to cover the full range of experiences that mattered, rather than for statistical representation.
Data collection
- Interviews and discussions were led by experienced moderators using a guide agreed with the client.
Data quality & validation
- Recordings and transcripts for every session
- Re-screening of qualitative recruits
- Logic and range checks on the final data
- Work carried out under our ISO 20252 quality procedures
Data analysis
- Cross-tabulation by key groups and locations
- Significance testing on the differences that mattered
- Thematic coding of interviews and discussions
- Journey and decision mapping
Key findings
- Teachers reported improved attendance on music days.
Small changes in attendance tell a big story.
Recommendations
- Build on the core insight: small changes in attendance tell a big story.
- Focus effort where the evidence was strongest: teachers reported improved attendance on music days.
- Re-measure after the changes to confirm the effect.
Business impact
- The charity used the findings with funders.
What changed in the business as a result of the work. Impact is described qualitatively.
Deliverables & next steps
- Insight report and management presentation
- Cleaned data file and data tables
- Interview summaries and key verbatims
- Repeat the measure after changes are in place to track progress.
- A natural follow-on question: what do artists need from a label?