Fender guitar

 

BACKGROUND 

Guitar industry leaders face formidable market forces disrupting their traditional practices. Mass-produced, “good-enough” offerings have flooded the market while tech companies offer digital alternatives that diminish the cache of an analog guitar brand.  

PROBLEM

A legendary guitar brand was exploring the future needs of their business, particularly around expanding their line of accessories.

HOW WE DELIVERED
KNOWLEDGE AND BUILT CONFIDENCE

Extensive research existed about the attitudes, awareness and use of guitars. Stones Insight took a holistic cultural view of guitar playing, understanding attitudes, behaviors and cultural music practices across different aspects of life. The analysis confirmed aspects of existing research but also called historical assumptions into question - the foremost being the gender of younger guitar players.

result

The smaller agency established itself as a trusted partner to help the industry leader think differently about their target.