March 5-6, 2019

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Layered Learnings: Stretching a Single Research Project Across Multiple Modes to Satisfy a Plethora of Internal Information Needs

It all started when the advertiser research and measurement team at Spotify wanted to support their understanding of people through music and verify their unique vision of moods- and moments-based listening, leveraging communities of teens and Millennials.

The project was designed to help Spotify communicate to the industry how vital streaming music is to Millennials and teens as well as how deeply Spotify had penetrated every waking moment of their lives, driving discovery and culture.

What happened next showed how compelling insights can sweep through an organization as well as how open arms and clever approaches can help a great project create additional value across multiple teams, departments and stakeholders.

Given the substantial impact that this research had at Spotify, this project was awarded the 2018 EXPLOR award for research innovation… Come find out why!

Presentation type:

  • Case Study Presentation

Subjects covered:

  • Data visualization
  • Data integration/big data
  • Effective vendor/client relationship management
  • Storytelling/data interpretation
  • Global/international research
  • Hybrid/mixed methods (qualitative, quant, mobile, SM)
  • Ethnographic/observational research
  • New techniques – qualitative and quantitative


Attendees will learn how to:

  1. Create a solid insights foundation that can support additional requests, long after initial findings are presented.
  2. Provide solutions that validate internal knowledge or indicate that deeper investigation is needed.
  3. Turn research results into thought leadership by sharing non-strategic findings.


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