We are currently planning a campaign in the music industry for one client. To determine the success of the AC, we need to set KPI. To do this, we are planning to conduct a marketing research in the music industry.
Our task is to conduct a survey and analysis of social networks and profiles on music platforms of various musicians and musical groups. We do not evaluate the creative component of the authors now - we are only interested in numbers.
Table for initial data:
We are missing a lot of data therefore looking for more respondents. So the biggest task is to gather this missing data using the questions we have in a table (might need to contact the person directly or gather it elsewhere)
For research, we take the following segments of musicians and groups:
Execution language: English
One of the group/author's albums has:
From 10 million plays
1 - 10 million plays
100 thousand - 1 million plays
100 - 500 thousand plays
10 - 90k plays
Hip Hop / Rap
Our tablet contains quite a lot of questions - most likely none of the authors will answer, seeing such a volume of questions. Therefore, we should send 2-3 questions to each author. For example: we will send a question about the statistics of his best tracks to the 1st author out of 10 million plays of the rock genre, we will ask the second author from the same segment about income from music platforms, etc. Thus, for each author, we will have only a part of the data - later the analyst will already make a generalization and conclusions on them.
Income from music venues
Revenue from advertising contracts
The number of plays for the top 5 most popular tracks. We send the list of tracks ourselves
The number of plays for the top 5 most unpopular tracks. We send the list of tracks ourselves
Everything else that is not in open sources and is not highlighted above in a separate segment of questions - we check with everyone.
Number of musicians to be surveyed: 10 per segment (example segment: 500,000 plays, Genre rock, question about advertising revenue). we need to send a minimum: 500 surveys.
We have tried following this process before:
We do primary analysis through work with open data. Musicians and their rating (listenings, upload date) can be determined through Spotify. Get the stat on social networks from [login to view URL] I don’t see open data on Elle Music and the dealer - most likely you will have to request the stat from the musicians themselves.
We are compiling a letter to the musicians with a request for data. We agree internally. Legend - we are making a music streaming service and we want to understand what conditions we can offer musicians for cooperation. To do this, we conduct marketing research. The legend can also be adjusted depending on the question we want to ask the author.
using a corp mail - send a survey to the author. We also duplicate the message in social networks (fb / inst).
If the musician missed the answer to a question, drop the question
But it hasn't really resulted in a lot of conversions that's why we decided to turn to a specialist
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