Roadmap

The Roadmap

Milestones of the Music Impact Study

Start
2022

Sept-Dec 2022

Comprehensive Literature study

We have analyzed a large number of scientifically relevant and highly ranked publications that examined the connection between background music and sales. As a result the literature study summarizes and evaluates the main findings about this topic.
Our conclusion: almost all of the analyzed studies reported a positive effect of background music on time spent at the Point of Sale or on the purchase decision. But hardly any current study confirms a positive correlation between background music and sales figures and states concrete values.

DEC 2022 - oct 2023

Online surveys

We conducted comprehensive online surveys for gastronomers and retailers on different platforms to gain an insight into their experiences and approaches regarding background music inside their businesses. We wanted to understand how and why the choice of background music is made and much more besides that. The analysis and evaluation of findings are conducted with regard to scientific aspects.

sept 2023 - ongoing

Interviews with scientists and experts

Let's talk music! The best insights usually are gained by direct conversation, don't they? That's why we talk to renowned international scientists about the effects of background music.
However, the practical perspective is also of high importance: That's why we also interview various practitioners who are professionals in the field of music: e.g. sound agencies and music providers for in-store solutions.

sept 2023 - April 2024

Empirical study at the PoS of retailers

The empirical study is the “heart” of our Music Impact Study. The special feature and challenge lie in collecting the data directly at the point of sale. To measure the impact of background music on sales, the participating businesses had to turn off the music for a certain period to measure the effects.

We have recruited 130 retailers to participate in our study. By collaborating with an international team of scientists and a technical service provider who monitored the use of music, it was ensured that all scientific criteria were met.

sept - nov 2024

Empirical Study at the PoS of gastronomers

Following the successful measurements at the Point of Sale (PoS) in retail, the study will now continue in the hospitality industry. Restaurateurs are asked to turn off the background music in their establishments for a certain period to examine the effects on the behavior of customers and employees. The recruitment process will take place in September, and the study will be conducted directly in the establishments in October. The entire process will be monitored and accompanied by a team of scientists to ensure that all scientific criteria are met.

If you are interested in participating in the study with your establishment, please contact us at mis@gema.de.

april 2024

Quantitative survey of gastronomers

The market research institute Consumer Panel Services GfK conducted a survey of 350 gastronomers on the use of background music in their businesses. The findings give us a better understanding of how important background music is for customer satisfaction, dwell time, consumption and employee motivation.