Airfoil learns about their client’s market

Using Consumer Feedback to Build Brand Awareness

Using SurveyMonkey Audience, Airfoil developed an original, data-driven social media campaign for a client.


Airfoil — an independent firm specializing in high-tech marketing communication and public relations—has built a business providing clients with customized, research-driven programs. On behalf their client TuneWiki, the Airfoil team sought to build brand awareness of the social music player’s lyric and game offerings in order to drive further customer downloads of its apps and features. To better understand how and when music fans would potentially use TuneWiki, Airfoil used SurveyMonkey Audience to collect feedback from 1,000 consumers about popular song lyrics and music preferences.

Key Insights

Tunewiki logo

In addition to learning everything from survey respondents’ preferred go-to karaoke jams (Bon Jovi’s You Give Love a Bad Name) to their favorite songwriters (John Lennon and Paul McCartney), Airfoil was able to gather information about the importance song lyrics play in the music-listening experience. Over 60% of respondents reported that song lyrics were very or extremely important to their enjoyment of a song and that they found classic rock and similar genres to have the best lyrics, as compared to rap, which had the worst lyrics. They also discovered that respondents were more inclined to look up a song’s lyrics via the Internet, rather than a mobile app.

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Putting Results Into Action

After the results were collected, the Airfoil team published the findings on TuneWiki’s social media channels and shared the content with relevant media outlets, catering to the interests of the company’s music-loving customers.

Additionally, the survey’s results provided TuneWiki with valuable information about how consumers enjoy song lyrics, thus widening their understanding of potential customers and how they might use the product—information that’s music to any growing company’s ears.

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