Team Meeting – February 19, 2010

Review of roles

What we need to turn in tonight:

choose an Experience to market; Planning and Beginning Research; Turn in a basic
plan for conducting research. Begin to conduct secondary research. (Due eod Feb19)

Review of what we decided during residency:

Experience:
• listening to music (primary)
• secondary - to discuss:
◦ going to concerts
◦ acquiring new recorded music
◦ finding new music
◦ curating
◦ sharing music with friends
Target Market
• 18-24 (primary)
• secondary - to discuss: we won’t. let’s at least set targets. A mix of male/female,
ethnic groups.
◦ gender
◦ economic range
◦ trendsetters
◦ people who love music
◦ lifestyle

Discussion:
1. In terms of the experience - we won’t restrict genres of music. Let’s keep it open.
The idea is ‘experiencing’ music, which transcends all categories. Maybe we find
out in the age range of 18-24 their likes and dislikes are changing.
2. In terms of the target market – we will set targets. A mix of male/female and
various racial groups.
3. Overall, are people optimizing their music playlists? Should we create or look for
a new experience for the digital age of music? Between now and next residency
the required process is about the research and not exactly a solution. For
example: what are our core findings? Define the research and the synthesis of
the research.
4. Remember: Week 7 on Moodle shows the guide for what we are going to deliver
at the end of the semester. No quantitative research is required. The deliverable
for 3rd residency is a presentation of our research findings.
a. 19 FEB: EMAIL
i. choose an experience to market
 ii.plan and begin research
iii.turn in a basic plan for conducting research
iv.begin conducting secondary research
b. 26 FEB: EMAIL
i. turn in results of secondary research
ii.turn in basic plan for conducting qualitative research
iii.turn in questionnaire
c. 05 MAR: WORK
i. Field your study and develop core findings
d. 12 MAR: EMAIL
i. turn in research report drafts
5. What if EMI created a digital mix tape on the idea of sharing?
6. From EMI’s perspective what are they getting our of this research/project? They
are getting clarity around the meaning they are delivering to their customers and
we can propose others ways for EMI to deliver to their customers with this same
meaning.
7. The core experience: acquiring music, finding music, sharing music, listening to
music
8. Who we target will inform how we write the questions and where we want to do
the research.

Task for next week:

1. N2 will meet with Steve tomorrow. N2 will send out feedback from our research
plan to the group by EOD Saturday.
2. Need to send in results of secondary research by next Friday. To be discussed at
next meeting 2/26/10 @ 6-8 PM
3. Mike may have some questionnaire framework from his job that will be helpful in
structuring our questions/script. This document will be sent to everyone and then
passed on. This happens after feedback from Steve. Mike sends script to Amina
by EOD Monday. Amina sends to N2 by EOD Tuesday. N2 sends to Neil by EOD
Thursday. Neil has to be complete by Friday’s meeting.
4. Secondary research: How does EMI deliver music: Neil. Various methods of
music delivery: Amina. Trends of 18-24 year olds: N2. High-fidelity discussion
boards, flyers and magazines (non-digital forms of communicating music to
people): Mike.