This research aims to uncover valuable insights that can be used in the development of innovative products, services or systems, after deeply understanding the experience of the modern music concert attendees, concretely in small-medium indoor venues. Although the overarching goal is to improve the concert experience, the main objective for this research is to focus on exploring the most profound aspects of the experience, usually hidden, which lead to the detection of deep and significant user needs. A qualitative research which applies a hermeneutical phenomenological approach is the method used to achieve the expected goal. Different steps, such as immersing myself into the experience or exploring other’s feelings and impressions through intense non-structured interviews, help me to collect all the data required for a proper research. The SEEing method is a systematic process useful to analyse the qualitative raw material, acquiring an advantageous understanding of the deeper meaning layers of the lived experience. As an output of this research process, a clear picture of the experience of attending a modern music concert in small-medium venues appears. A simple read to the seven category stories that sharply define the experience, is enough for a non-expert in the field to plainly understand the experience insights. Moreover, these experience insights are used in the development of numerous questions that immediately lead to plenty of innovative design and business opportunities for engineers, designers and Music Industry stakeholders. Finally, another outcome of this work is the revelation of five innovative ideas and concepts, which are presented as a way to illustrate how to use this valuably gained information, showing the right procedure to move from qualitative research to design.

Outgoing