Spotify came to us to explore questions around marketing segmentation and reaching more customers in a fast-changing world.
We refocused them on a higher-level question: how do people listen to audio content? The results of our work helped provide both strategy and tactics as Spotify expanded their focus from music to all audio, including podcasts, a shift that exploded their reach.
Today the company has 320 million users and is valued at more than US$20 billion. Spotify's success has been attributed to its ability to identify opportunities among audio consumers and work harder than any other company to reach product-market fit first.
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