Case Study: Sony Music gets closer to Gen Z with Indeemo

Sony Music launches always-on digital ethnography in 8 weeks with Indeemo

Sony Music's Insight team faced the challenge of understanding the deep emotional drivers behind Gen Z's music consumption habits. While they had quantitative data showing what this audience liked, they lacked the nuanced 'why' behind behaviors like song discovery and artist connection, which traditional research methods failed to capture. To get closer to these fans, they partnered with the vendor Indeemo to implement a digital ethnography program.

The solution involved using Indeemo's platform to launch an always-on digital ethnography program called Pave. Around 30 Gen Z contributors per edition uploaded photos and videos from their daily lives over eight weeks, providing real-time insight. This allowed Sony to witness the rise of TikTok firsthand and quickly adapt strategies, leading to tangible outcomes like the facilitation of in-game concerts. The program became a permanent fixture, fundamentally changing how Sony engages with and understands its audience.

Sony Music