Bringing Spotify to India

Sidharth Preyanshu Mokshith

Basic framework adopted

Look for similarities, not differences

Collaborate for speed

Spread the word

Data collection

Sources

Employee insights Surveys Feedbacks

Personal interviews Focus groups Collaborations

Data collection sources
Research methodology

“What- Why Framework”

Research methodology

Simultaneous triangulation
Maps User Research and Data Science by pointing different methodologies at
the same group of listeners at the same time.
Research methodology

Mixed Method Research

1 Sharpen research questions

2 Mix methods in different quadrants of the “What-Why

Framework.”

3 Implement methods simultaneously to yield comprehensive

insights.
Observations
Top artists

Top genres
Output

Multi- language music

Playlists made for India
recommendations

City playlists
Tools/softwares used

Analytics tools

Analytics infrastructure
References

• https://spotify.design/articles/2019-03-06/bringing-spotify-to-india-and-
beyond/

• https://spotify.design/articles/2018-12-05/cross-disciplinary-insights-teams-
integrating-data-scientists-and-user-researchers-at-spotify/

• https://spotify.design/articles/2019-07-17/simultaneous-triangulation-
mixing-user-research-data-science-methods/

• https://newsroom.spotify.com/2019-02-26/spotify-launches-in-india/
• https://research.spotify.com/research
• https://labs.spotify.com/2013/05/13/analytics-at-spotify/