Social media has weaseled it’s way into almost every aspect of our lives, even the way we listen to music...except Pandora Radio.
Ask:
Create a campaign for Pandora to regain a competitive advantage.
Background:
Pandora was the first music streaming service to change the game but is has lost it’s voice due to new platforms that have adapted Pandora’s model. Plus offering more features for it’s paid users, leaving Pandora in the dust.
Brand Problem:
With less features than Spotify or Apple Music, what makes Pandora unique? How might we convince music lovers to use Pandora in tandem with their competitors?
Research Methodologies
*now a paid subscriber
Findings
Pandora Listeners
“Pandora is like a classic radio station. Tune in and go about your business. Spotify (for me) is too much work”
- Jill, 55
“Pandora is much better for radio vs Spotify or other streaming service; because Spotify uses ‘likeness’ to recommend music, whereas Pandora has a deeper algorithm to group music outside of the basic likeness of others”
- Jim, 35
“I prefer Pandora over other services because the predictability of what I want to listen to is better.”
- Ryan, 31
- Ryan, 31
Non-Pandora Users
“The only time I would use Pandora is if I were at a cookout at my abuela’s house and I was on the aux.”
-Benny, 30
“Pandora has zero functionality. I hoped there would be good music, but sometimes there wouldn't be and I couldn't necessarily customize it or find the things I wanted.”
-Hunter, 35
-Hunter, 35
“To me, Pandora is like old. It was never great and it's full of ads.”
- Nico & Liz, 42 & 43
The music service you choose is solely a personal preference...
and Pandora keeps it personal.
Not a single “friend” feature in sight, unlike...
The Algorithms
The TikTok of Music
Pandora suggests music based on the attributes of the songs you “thumbs up”.
vs.
The Instagram of Music
Spotify & Apple Music suggest music based on what other people like.
Spotify & Apple Music suggest music based on what other people like.