Understanding music consumption in fast growing markets
Our client representing the recording industry worldwide wanted to build a more robust understanding of music consumption in the fast-growing markets of China, Nigeria, and India, specifically relating to piracy.
The research, showing the role that developments in music streaming can play in offsetting piracy, was presented to key stakeholders in the global music industry. It is now seen as the authoritative piece on music consumption for Nigeria, China, and India.
For all territories (i.e. China, Nigeria and India),
we employed a two-phase approach:
Qualitative research through online communities. This phase identified key trends that would inform the design of the second phase of research.
Quantitative research via online surveys, including the investigation of consumer sub-groups, to robustly measure the breadth and strength of these trends.