Global Customer Profiling Initiative for Epidemic Sound

Epidemic Sound is an established Swedish music platform providing royalty free music to content creators.

But despite having over five million global users, they had a limited comprehensive qualitative and quantifiable behavioral dataset of their different customer profiles. Some assumptions had been made based on limited research, however these initiatives had not been executed with the same approach, weren’t scalable and didn’t give enough baseline data to make informed decisions.

High level phased research approach & plan.

Therefore, a long-term global baseline customer research initiative was concepted, executed and managed. This encompassed quant surveys, one-on-one interviews, unmoderated product tests and the development of flexible customer frameworks which could be adjusted as business & product strategies shifted over time. 

Quantitative profile of Hobbyist customer group.

Impact

Within the first three months of executing the initiative, research outcomes influenced the business to pivot their product strategy to focus on enterprise customers. This was due to clear learnings that assumptions regarding Hobbyist users would not lead to revenue generation.

Additionally, the research approach framework could be easily recycled to be executed on all other customer groups.

This research initiative is still ongoing at Epidemic Sound.