DoN & University of Applied Sciences and Arts Nordwestern Switzerland
Empirical research in the area of sound and branding
June 22, 2021
What impact do specific sound experiences have on listeners? What emotions are perceived by the listeners? Which factors are decisive - are they individual or can they be assigned to demographic patterns? We want to investigate these questions empirically with the project "AUDIOMOTION" together with the University of applied sciences FHNW. It is funded by the Swiss innovation agency Innosuisse.
With the digital transformation underway, the relevance of audio in brand communication is steadily increasing. This is confirmed by the growing demand for strategic integration of sound into brand DNA. An essential part of this is the translation of brand identity into sound with regard to specific target groups. For maximum effectiveness, certain techniques are employed, among which the careful alignment of sound sequences with the brand’s values and the desired impact of the campaign. At DoN, this step will be empirically underpinned by a comprehensive database in the future.
Florian Goetze – Creative Director at DoN: «It is clear to us that the intuitive assessment of "sound" in a branding context will remain an important part of our work. That said, we are keen to learn more about how it is perceived by different generations, for instance. It is the audience targeting that makes the crucial difference!»
Both the survey method, developed in a preliminary study together with the FHNW, and the nature of the sound sequences are innovative. Due to their cross-genre, multi-layered structure, they cannot be described in cliché terms. Furthermore, the survey and database are designed in such a way that subtle differences can be evaluated and retrieved on a project-specific basis.
The preliminary project has already been successfully completed, and the initial results of the study are expected in early 2022. The survey method is already used by DoN to field test created sound identities on internal and external stakeholders of an organisation.
In the press
The data collected with MeloMetric not only underpinned the result, but made it even better through focused iteration:
We thus achieved the perfect balance of strategy-driven, creative ideas and data-based target group insights.
Simon Fuchs, St. Galler Kantonalbankrank
Leiter Marketing
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