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 Internally, decisions were being driven by outdated assumptions about who the target customer was and what they valued, without recent data to validate those beliefs.
Outdated customer personas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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A Data-Driven Analysis for a Global Music Brand
This market research case study highlights how fusepoint helped a music brand strengthen its marketing strategy by conducting a full analysis of its specific target audience. The brand had broad campaigns in the market, but lacked a clear view of who they were reaching, how different audience segments behaved, and which messaging resonated.
fusepoint led a multi-part audience research initiative that included:
- Two custom surveys capturing customer feedback, preferences, and audience engagement patterns
- Behavioral and demographic analysis to build audience profiles and uncover untapped segments
- A comparison of the brand’s intended audience against actual, high-value audience groups
- Strategic recommendations to refine messaging and prioritize marketing efforts by segment
The result: a clearer understanding of how different audiences interacted with the brand and which groups held the most long-term potential across each marketing channel.
Why Audience Insights Transformed This Brand’s Marketing Strategy
By going deeper than basic demographic data, fusepoint helped the brand align content, creative, and media strategies with real audience needs.
Our work delivered:
- Defined target audience personas backed by survey data and audience behavior
- Identification of key audience segments driving engagement across digital marketing campaigns
- Clear direction for their ICP development on how to tailor messaging to different groups with unique audience preferences
- A stronger foundation for future campaigns, grounded in real audience insights
This case demonstrates how effective audience analysis can clarify the marketing message, improve targeting, and ensure that future campaigns are built for relevance and impact.