How Classical KUSC uses data to make product decisions
The digital team at Classical KUSC and Classical KDFC uses data regularly to help make product decisions. For our most recent app release, Classical KUSC iOS v5.0, we used a combination of in-app surveys, customer support feedback and Google Analytics event tracking / Fabric Answers to determine our most requested feature, composer biographies.
The team is no stranger to market research and this time around, we decided to use two methods to figure out how to create composer bios.
Create an in-app survey to collect feedback
The team wanted to make sure that we were listening to users who use the app on a regular basis so we picked ListenLoop to help us create, administer and collect our survey results.
My favorite feature from ListenLoop is this simple rule builder. Basically, you can tell the web app "Only trigger this survey after a user has tried the app for 3 days. Oh, and if the user decides to skip the app survey, only ask 2 more times (within a 7 day period) before completely turning off". I love this feature because it shows both persistence and respect. The last thing we ever want to do is frustrate the user.
Our survey uses a mixture of single and multiple choice responses but as a product manager, this single open-ended question proves to be most helpful.
I couldn't have asked for clearer responses!
After administering over 13,000 surveys and processing 2000 responses, we had more than enough data to then create a product feature action plan.
Use quantitative data to help the team determine where to start
Once we listened and learned that listeners want to know more about composers, our next step was figuring out where to start. Thankfully, Google Analytics event tracking is perfect for this kind of problem.
For example, this past year the team has been keeping track of which pieces and composers our listeners favorite.
Alongside the title of the piece, we also keep a record of the composer. Using GA as our billboard, it took us about 5 minutes to finally have a list of the 100 most favorited composers. Yes, there are well over 100 classical music composers. Here's a quick snapshot of what the list looks like in GA.
Using the list of ranked composers from above, our writer Tim Herscovitch, then took on the herculean task of crafting 100 composer biographies.
The Final Result