Reach Records - Atlanta, GA
Over its 15 year history, Reach Records has had a string of top 100 hits and Grammy Awards, as well as nominations.
I worked with the marketing team to
Identify key demographic details
Outline social media trends
Approach
Focus Group design & moderation
Custom Survey development
Develop Tableau dashboards
We chose to use Survey Monkey as our preferred surveying method. Once respondents entered their answers, I downloaded the responses as a CSV. It would be very difficult to gather much insight from the answers individually, so a metric was created for various habits. For example, the marketing team wanted to understand the tech usage of the respondents. 6 questions were designed the gather information about how respondent engaged tech and/or used tech in their daily lives. Those questions responses were then added and scaled. Observe below.
Respondents social media, music streaming and smart technology habits were gathered and scaled. I would eventually turn those scores into a metric called “Tech Total” (… I know, how do I come up with such awesome names?) Along with another metric that gauged respondents patterns towards engaging events, we were able to create a cluster of their fan base.