Phases of the study
The Music Impact Study uses various research methods to gain as 360-degree perspective on the relationship between music and sales. In order to obtain a comprehensive picture of the topic, the data from the empirical study, quantitative surveys and expert interviews build on each other.
It was preceded by a comprehensive analysis of the current state of research based on relevant studies published worldwide on this topic in recent decades.
Literature review
The literature review is based on research into the current state of science examining the relationship between background (music) and sales. All relevant studies in this field were evaluated and summarized. The conclusion of this analysis was that while many studies demonstrate a positive effect of background music on the length of stay at the point of sale (PoS) or the purchase decision, hardly any recent study proves a concrete relationship between background music and sales or quantifies this effect. The Music Impact Study aims to significantly contribute to closing the identified research gap.
Quantitative surveys
What influence does background music have on customers and employees? Is music used differently at different times of the day? How is music selected and what genres are played? This and much more we asked 1,100 gastronomers and retailers with our online surveys on various platforms.
Empirical study at the PoS
The empirical field study is the "heart" of the Music Impact Study. Here, together with the renowned market research institute Ipsos GmbH, we conducted a large-scale empirical study among around 200 gastronomers and retailers. Alternately, the participants had to play music and not to play music on certain days during their business hours in order to analyze what influence the music (or its absence) has on the sales figures. To ensure that we take all scientific criteria into account, we worked closely with an international team of scientific experts.
Interviews with experts
What do musicologists and experts from the music industry have to say about the influence of music on consumer behavior? Their contributions provide more comprehensive insights into the impact of music on various aspects of human behavior, be it emotional, cognitive or social. Their expertise is essential to better understand the many facets of music and its meaning.
Would you like to receive more information about the MIS?
Feel free to contact us at mis@gema.de.
