Case Study: Pandora Radio achieves rapid, scalable listener insights and boosts sales and marketing with Qualtrics

Pandora Radio - Customer Case Study

Pandora, the personalized internet radio pioneer behind the Music Genome Project, needed a scalable way to gather ongoing listener feedback to inform product, marketing, and sales decisions. Working with Qualtrics, Pandora recruited and managed a dedicated community panel called “The Soundboard,” growing it to 30,000 registered listeners to provide rapid, reliable consumer insight.

Using Qualtrics to recruit, build, maintain and field research with the Soundboard, Pandora ran more than 75 short polls and long-form surveys in ten months, each averaging about 2,000 completed responses. Those timely, high-quality insights directly supported and boosted Pandora’s sales and marketing efforts.

Pandora Radio

Jane Collins

Senior Director of Consumer Insights