
Why randomized music experiment is the key to capture the causal effects.
Sven-Olov Daunfeldt: “The fantastic tool is to be able to randomize the music at different stores at different times, because then it is randomly distributed”.
Fresh data from a recent study of background music released by HUI Research and Spotify-backed company Soundtrack Your Brand demonstrates the commercial benefits of brand-fit music, confirming that music specifically matched to a brand positively influences sales, whereas random popular music has the opposite effect.
The biggest experiment ever
Research has shown that music can influence sales and customer decisions. This study takes the research one step further: it specifically examines music that expresses a brand’s values and how music in restaurants affects sales.
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Source: Safe & Sound
Sven-Olov Daunfeldt: “The fantastic tool is to be able to randomize the music at different stores at different times, because then it is randomly distributed”.
Sven-Olov Daunfeldt: “”He realized after a while he couldn’t continue playing Italian opera, so he started to play more classic music which was better but not maybe perfect”.
Steve Keller: “Our reflexes respond to sound much faster than sight that means sound can kind of get into our brain and set the stage for our other senses and that’s what cross-modalism is all about”.
Dr. Bradley Vines: “It’s not always easy for the participants to articulate what they feel, what they think and especially not knowing what they need and where they’re going next if you ask those kinds of questions”.
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