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Music to work to

Distractions, whether smart phones, colleagues, or office snacks, all make it increasingly difficult to focus on work. Small wonder then that food and drink innovations geared to boosting productivity and focus are entering the market, and now it's music streaming's turn.

Focus@will claims to use ‘scientifically designed music’ to make your brain up to four times more conducive to productivity. It’s a new music streaming service and app that uses a short survey to profile you and your ‘thinker’ type to provide curated pieces of music, designed to help you focus.

How could this help us as researchers? Its merit is obvious for those occasions, like writing proposals, discussion guides and reports, when focus is key. But equally, we could also take it into co-creation or ideation sessions. Often, when a group of clients or consumers get together, we ask them to get their heads down and work at being creative. Some will find it harder than others, so a tailored music backdrop that promises to increase productivity and creativity could be just the ticket for more inspired thinking.


Alicia Dowsett
Senior Consultant, Yonder Consulting Limited

This article was first published in InBrief magazine, June 2019
Copyright © Association for Qualitative Research, 2019