While music aficionados were thrilled to discover services that offered infinite variety, most music fans were overwhelmed. According to Elias Roman, CEO of Songza, "We gained valuable insights regarding what people want from a music service ... They found other services too hard: the enormous selection they offered was lost on them, because they didn't have the time, knowledge or inclination to navigate it."
The major discovery of Songza's VoC research was that people associate music with activities in their lives and want music discovery to reflect that fact. "Some customers told us that they were much more productive with film scores on in the background. Others would mention specific playlists that helped them run their best mile ever." Songza responded by launching Music Concierge, which provides situationally-appropriate playlists, pre-filtered based on the time of day, day of the week, user device and observed preferences. They range from “Just Waking Up” on a Wednesday morning to “Hosting a Cocktail Party” on Saturday night.