![Not only are we able to capture deep psychographic insights, we are also able to compare them across commercial segments to pinpoint the perfect target audience.](/work/spotify/spotify_03_hu579940511135cb0cc5fd46635d3659d8_1989741_3200x0_resize_q90_linear.jpg)
![Informed by these comparisons we isolated those most likely—and loudly—to advocate for HiFi and decoded their motivations for doing so.](/work/spotify/spotify_05_hu579940511135cb0cc5fd46635d3659d8_1782099_3200x0_resize_q90_linear.jpg)
![Infographic: “58% describe themselves as extremely passionate”](/work/spotify/spotify_07_hufad68abf6107ffc2ef859ebe1b42b6e2_5580810_3200x0_resize_q90_linear.jpg)
![Infographic: “44% said spending time alone with my thoughts is how I solve my problems”](/work/spotify/spotify_06_hufad68abf6107ffc2ef859ebe1b42b6e2_5025058_3200x0_resize_q90_linear.jpg)
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Directing a promising new offering for Spotify
How do you grow from a streaming service into a world-class entertainment ecosystem? It began with exploring the possibilities of hi-fidelity audio as a new product category for Spotify and culminated with a go-to-market strategy based on a deep understanding of the music listening experience.
Spotify partnered with us to enter into the hi-fidelity category, unlocking the essence of the modern audiophile in order to design a next-level listening experience.