Abstract:

What do Taylor Swift, an economist, a reporter and a market researcher all have in common? At first glance, it may seem like an unlikely quartet. However, in today's interconnected world, their paths intersect in unexpected ways. In this paper, we explore the convergence of music, economics, journalism and market research, using Taylor Swift's Eras Tour (May 2023 to December 2024) as a case study. The main themes will focus on utilising data points to make market research both exciting and accessible, enhancing human-centric stories with robust data, and exploring why journalists increasingly rely on market research data.