123Classical is the central initiative coming out of a broader research project on how to increase the adoption of classical music. The research, which is still on-going, has three parts:
(1) collection of scientific evidence on the mental health and other benefits of classical music,
(2) primary research through interviews and surveys to construct the classical music conversion funnel and understand factors blocking conversion of interested individuals into committed and loyal classical music listeners, and
(3) review of current efforts and resources available to those considering to enter deeper into classical music and the gaps which 123Classical should aim to close in order to strengthen conversion rates and increase classical music loyalists.
We are in the process of completing the current stage of the research for (1) and (2) and we will be updating this page with the latest findings as they become available.
We have also completed the first review round for (3) and are sharing the outcome in the tab “Our unique advantage.”
All three parts of the research have informed the design and content of 123Classical and will continue to inform future evolutions of it, as the research progresses into more advanced stages.
