Exploring the meaning of specialist music to young audiences



Passive tracking

Diary Studies

Consumer workshops

Client brainstorms

BBC Music asked Hook to explore the meaning of specialist music to young audiences. We collaborated with stakeholders to craft a methodology that got under the skin of young listeners music needs and delivered meaningful insights – stakeholders were part of our research throughout- seeing real-time insights on our panel, taking part in the workshops, and brainstorming end findings – this not only informed BBC strategy, it led a highly commended MRS award and several joint appearances with the BBC at conferences.


Hook’s research formed the basis of the first awayday of the newly created pop music team, involving all our national pop stations, where we used it to review our music output and the pop portfolio’s future strategy. It’s led to active engagement across the whole department which is the hallmark of good research. Lorna Clarke, Controller of Pop Music, BBC

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