The Roadmap

Milestones of the Music Impact Study
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 - June 2024
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 "centerpiece" of our Music Impact Study. The extraordinary and the challenge is to collect datas directly at the point of sale. In order to measure the influence of background music on sales, the participating businesses have to turn off the music in their store for a period of time to see the impact.
We succeeded in recruiting 150 retailers to take part in the study. To ensure that we take all scientific criteria into account, we work closely with an international team of scientific experts and a technical service provider who monitors the use of music.
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.
Jan-May 2024
Analysis and consolidation of data
A team of data analysts evaluate the data gained by the different approaches and merge them into one main conclusion..
May - June 2024
Focus groups
In order to gain a comprehensive view of the topic, we are also very interested in the customer's perspective. What experiences do they have when shopping or in a restaurant with music playing in the background? To find out, we interview groups of customers in various group discussions.