Department of Noise explores what music can best support messages
The «Audiomotion» research project shows that, based on empirically collected data, music can be categorized according to its effects and thus used more deliberately in communication strategies. After three years of research, the Department of Noise is now presenting its findings. And the associated sound survey tool, «MeloMetric,» is ready for use.
A handful of audio branding experts around the world are researching methods of using empirically collected data to anchor a brand message even more inspirationally and thus more effectively with the target group. "Audiomotion" is one such research project and is being conducted by the audio branding agency Department of Noise. in cooperation with the team of Prof. Dr. Brigitte Liebig at the School of Applied Psychology FHNW.
The core of the project is a specially developed survey and evaluation method for the extensive empirical data from the ongoing survey. "We want to find out as precisely as possible what effect specific sound experiences have on listeners and what emotions they perceive," says Dorian Mittner, research associate in the project. "With this data, we can now classify and compare the effect of different music excerpts from all genres quite accurately. What's innovative here is the practical approach, which enables efficient evaluation and connectable integration into design processes."
The "MeloMetric" survey tool developed in the process has already been used successfully in the development of sound identities for Raiffeisen and ZKB and can also be applied to campaign music. Florian Goetze, Director Strategy & Creation at DoN, says: "When brands communicate, multi-layered bodies with heterogeneous needs often have an impact on the creative teams. At this stage, empirical data can provide guidance and enable consensus. The more the industry has access to high-quality data and the more efficiently it can be evaluated, the greater its relevance will be - in creative work as well. Whereby especially there, of course, intuitive assessment will remain an important aspect."
Currently, more than 1,200 people living in Switzerland have already rated over 370 music excerpts. And the project continues: On Soundslike.ch, interested people can participate in the survey and take a playful journey into the subconscious.
