Music makes an impact - The Music Impact Study
Proven for the first time: Background music increases revenue—by an average of 8% in retail and 5.4% in gastronomy. The large-scale Music Impact Study, conducted by an international team of researchers and leading market research institutes, marks a milestone in quantifying the economic value of music in public spaces.
The study was conducted on behalf of GEMA.
Up to 8% More Revenue with the Right Soundtrack
Data was collected across more than 200 retail and gastronomy locations nationwide, comparing one week with music and one week without. Statistically validated results show a clear causal effect: Background music increases revenue by an average of 8% in retail and 5.4% in gastronomy.
Music works – for customers and employees
The Music Impact Study shows: The impact of music goes far beyond increasing revenue. Internally, it has its strongest effect - companies report significantly higher employee motivation, a more positive working atmosphere, and stronger employee retention.
On the customer side, music enhances mood during shopping and dining experiences and also leads to longer dwell times - an important driver of business success.
Background of the Music Impact Study
Music research is of immense importance, as it helps us to understand how and why music has such profound effects. A powerful example of research on the influence of music on human behavior is the study of the effects of background music at points of sale. The Music Impact Study examines precisely this effect on sales in the gastronomy and retail sectors.
In order to achieve the best possible and statistically valid results, we collaborate with a team of international scientists, renowned market research companies, and a music technology company.
To gain a 360-degree perspective on the topic, we applied various scientific methods. This includes extensive research on the state of art of music research and evaluation of scientific findings in this field, quantitative surveys, and interviews with experts. The heart of the Music Impact Study was the empirical field study, conducted directly at the point of sale with retailers and gastronomers.
Methodology
The Music Impact Study was conducted under the supervision of an international scientific advisory board comprising Prof. Dr. Chris Baumann (Macquarie University, Sydney), Prof. Dr. Klemens Knöferle (BI Norwegian Business School, Oslo), and Dr. Anne Michel (Agile Creation, Zurich).
The relationship between music and revenue was examined using a broad range of scientific methods:
- Literature review of the current international state of research
- Empirical field study at the point of sale across more than 200 businesses
- Quantitative survey with 1,100 participants
- Expert interviews
Music says more than a thousand words...
Research doesn't have to be dry and sober! In fact, it is incredibly exciting and inspiring. Far more than just theory and data analysis. It is a dynamic and creative process.
What better way to convey research on the influence of music than through music itself? Listen to our songs and watch the accompanying visuals that will take you on our journey with catchy melodies.
Both songs were awarded gold for best music composition at the Eyes & Ears of Europe Awards 2023 and 2024.
