Alter Agents

Background

Audacy, the second largest audio company in the United States, is continually seeking deep insights on how people connect, engage and interact with audio content. With broadcast audio, streaming and podcast platforms, Audacy pursues a comprehensive market research program to help advertisers and marketers understand how audio can become a powerful tool in reaching key audiences. 

For a recent project, the company turned to the Alter Agents team, tapping into our expertise in adaptive media research and our deep experience in cultivating consumer understanding. Together, we approached the question “How much of a role does audio play in everyday life?”, blending methodologies to better understand engagement, attention and connection among audio listeners. 

Challenge

Audacy wanted to understand the role of audio, and how it fit into the rituals that make up people’s lives - their commutes, workouts, preparing for the day ahead and other daily activities. To do this effectively, a simple standalone survey would not be sufficient. They needed to deeply understand the ways in which audio consumers are engaging with audio holistically across their personal and professional lives, in home and out of home - how they navigate their share of listening time and their types of listening rituals. The company needed research that could:
 

• Unveil in-depth insights into how audio listeners are spending their time and passion points as well as programming their audio rituals and personal primetime;

• Contextualize how audio is a prime activity and companion during rituals from doing makeup to cooking and commuting;

• Uncover how consumers are thinking about time and making tradeoffs for that time with their favorite media sources; and

• Evaluate how new expansion targets can be reached and engaged through Audacy’s platform to expand its audience.
   

Background

Technology company Snap, Inc. believes that the camera presents the greatest opportunity to improve the way people live and communicate, and looks to provide ongoing opportunities for its users to express themselves. One key way the company accomplishes this is through an array of augmented reality (AR) offerings. The Snap team regularly conducts in-depth market research to expand understanding of how AR impacts consumer behaviors, bridging the gap between brands and their audiences. 

 

Challenge

Snap’s unique messaging platform leads the market in the application of augmented reality across the consumer and business experience, including specifics such as audience engagement, purchase decisions, and its ability to connect with Gen Z. To deeply understand the AR effect on emotions and behaviors, Snap needed research that could: 

 

• Illustrate to brands that augmented reality provides new opportunities for brands to break through the noise and improve consumer experiences 

• Deliver insights showing how AR can boost advertising effectiveness with highly immersed, emotionally engaged audiences

• Explore the shopping landscape and how branded AR positively impacts and influences purchase decisions at multiple points along the shopper journey
   

In order to uncover the subtleties of AR’s impact on multiple fronts, plus give a window into the future of AR for marketers, brands and their most important audiences, Snap needed a tailored, multimodal approach.