Hypothesis: Strengthening the connection between music listeners and independent artists will enhance artists' influence and playability.
Quantitative Research done by Screener Survey
Qualitative Research done by User interviews
Usability testing done by Remote Moderated Testing
Empathy mapping and Affinity mapping
Examples of Questions asked in the screener survey:
- Do you listen to at least one independent artist or have a desire to?
- Do you identify as an independent artist?
- How often do you listen to music?
- How do you discover music?
- What do you like and dislike about music streaming services?
- Do you wish to connect with other music fans or musical artists?
Results:
All surveyed listen to at least one independent artist or desire to.
They listen to music for multiple hours of the day.
Music discovery is mainly found through word of mouth, or “Discover Weekly” , an algorithm-based discovery feature on streaming services.
Many preferred genre listening and artist radio stations rather than platform-generated playlists.
66.7% of all surveyed desired a connection with independent artists.
100% of users wanted to connect with other music fans, and 55.6% wanted In-app song sharing capabilities.
50% of users wanted community boards based on music taste.