Case Study
How Survey Data Reorchestrated a Music Brand’s Strategy
Results
2
Online surveys
17
Questions
3.5k+
Respondents
Services
Customer Research
Surveys
Table of contents
Starting point
In a crowded and competitive category, this musical instrument manufacturer was facing stalled acquisition growth and inefficient ad spend. Internally, decisions were being driven by outdated assumptions about who the target customer was and what they valued, without recent data to validate those beliefs.
Outdated customer personas
The brand was still targeting based on a legacy profile that no longer reflected actual behavior or needs.
Wasted media spend
Inefficient targeting and messaging were inflating CPAs and driving lower-quality traffic.
Misaligned messaging
Brand and product narratives weren’t resonating, limiting conversion and long-term loyalty.
Lack of customer insight
No recent research had been conducted to validate pricing strategy, product perceptions, or purchase drivers.
Results
2
Online surveys
17
Questions
3.5k+
Respondents
How we did it
fusepoint led a research-first approach that replaced internal assumptions with real customer data. We deployed two large-scale surveys, securing responses from over 3,500 past purchasers to uncover behavioral, demographic, and attitudinal insights, unlocking a smarter, more profitable path forward.
Survey-led audience research
We designed and executed two targeted surveys to extract actionable insights around age, brand perception, pricing sensitivity, income segmentation, and purchase drivers.
Persona overhaul
Insights revealed that the highest-value segments were different than previously assumed, leading to a full refresh of the acquisition strategy.
Smarter targeting
We helped the brand recalibrate campaign targeting using newly uncovered age, income, and behavior-based distinctions.
Messaging refinement
Research uncovered key hesitation points and gaps in product education, which were resolved through strategic messaging shifts.
Reduced inefficiencies
With data-backed personas and a clear understanding of audience needs, the brand was able to reduce wasted ad spend and improve acquisition efficiency.
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