How a B2B music company finds unmet needs through feedback Finding the why behind the data Audio Network, a B2B music company that creates original tracks for television, film, advertising, and digital media, needed to improve their ability to deliver music recommendations that met their customers’ needs. They were sitting on a large collection of quantitative data from customer transactions and website activity, but were lacking the “why” behind it. In addition, they wanted a way to incorporate more consistent feedback and customer satisfaction into the conversations happening between music researchers and customers. “If we create a playlist of music recommendations for a client, we wanted to know how happy they were with those tracks and if we’d hit the mark for their brief,”

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