Sample of customer discovery interviews for Threshold 2.o. Interviewees consisted of tickets buyers (ages 18-65), agents (representing performers like Billie Eilish, Bon Iver, and many others), and independent venue managers (from North America and the UK). I hired the UK-based research firm Tectonic to help organize/facilitate interviews on the agent/venue side while I took care of all of the fan interviews.

Interview recordings were then uploaded to Dovetail, parsed, and tagged according to a multi-tiered taxonomy I had developed. This data was instrumental in developing in understanding the challenges of each side of the market and the ensuing business model.