How Spotify Built an Audience Framework That Lasts

In this 24-minute Hatch Conference talk, learn how Spotify developed a sustainable audience framework through an iterative mixed-methods approach. Join Luiza Demasi and Serena Fang as they explain how they combined user interviews with quantitative rules to create an evolving classification system for user personas. Discover how Spotify's daily dataset categorizes all internal users into personas, supporting recruitment efforts and enhancing product metrics. Explore the longevity of these personas, which have remained highly utilized for over 1.5 years, and learn about their recent expansion with two additional personas designed to align with team aspirations and facilitate discussions on growing their user base.