Abstract:

This paper envisions the future of insight and sees the walls between quantitative and qualitative research brought down thanks to new digital technologies. A project case study that catalysed decision-making and pushed new strategies within the world's largest record company, Universal Music is explored. The authors describe the project's context, methodologies and factors leading to success, discuss how it fuses quantitative and qualitative approaches and techniques, describe the steps taken to boost engagement with the consumer and the company, and indicate its strengths as an insight model for other companies working in fast-changing creative industries.