Mixing Research Methods @ Spotify – Triangulating User Research & Data Science to Get Closer to the Real Story – Colette Kolenda, Spotify

Studying ads presents a unique research challenge. Spotify is often a background experience: music listening happens through a phone in the pocket or on the speakers in diverse contexts. Mixed methods research helps us overcome these real-world constraints. At Spotify, we triangulate data from multiple sources, including collaborating with Data Science, to gain rich insights that fuel product decisions.

This talk will highlight case studies from ads research at Spotify and strategies for how to use mixed methods research in other products and industries.