Bridging the Gap Between Creativity and Data

Abstract red and white shape with soundwave pattern in gray

Sound Insights was born from a simple observation.

In the world of audio, there's often a disconnect between creative instinct and audience understanding. While data and analytics have transformed many industries, audio creators often face a false choice: trust their creative instincts or follow rigid data points.

We believed there had to be a better way.

Drawing on decades of experience across public service broadcasting and digital audio platforms, we saw an opportunity to create something new: a research partner that truly understands both the creative and analytical sides of audio development.

From NPR to BBC World Service, from digital platforms to new devices, we've witnessed first-hand how the right insights can transform good audio into great audio. We've seen how data, when properly understood and applied, doesn't constrain creativity – it amplifies it.

Today, Sound Insights brings together this deep industry experience with cutting-edge research methodologies, helping audio creators and decision-makers craft content that doesn't just reach ears – it resonates and endures.

We believe in:

  • Supporting creativity with data, not replacing it

  • Understanding audiences deeply, not just superficially

  • Building long-term partnerships, not just delivering reports

  • Driving real business results through better audience connections

Our Vision

Transforming Data into Creative Inspiration

Sound Insights empowers creators to craft must-listen audio content by transforming multi-dimensional data into creative inspiration.

As the premier research partner in spoken word audio, we unite the art of storytelling with the science of comprehensive audience understanding.

We achieve this by weaving together five essential perspectives:

  • Behavioural insights from real-world listening

  • Deep survey research

  • Market intelligence

  • Cultural trend analysis

  • AI-driven pattern recognition

Together, these enable visionary brands and creators to make better creative decisions with confidence.

The People Behind the Vision

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Ben Robins

Your Audio Research Storyteller

Founder

Ben's journey in Consumer Research spans nearly 25 years. From 'audience-centric' public service broadcasters like NPR and BBC World Service to the cutting-edge realm of analytics-centric tech giants like Amazon/Audible, Ben has shaped audio narratives across the globe, working with award-winning creators and distributors.

For Audible Originals, battling against dashboards and algorithms, Ben's team created a space for creatives to flourish, supporting their instincts with evidence of audience appetite.

This experience led to the development of tools and approaches that now form the cornerstone of Sound Insights' methodology.

Smiling woman with braided hair wearing a blue shirt

Dr. Ayesha Taylor-Camara

Academic Rigour Meets Industry Innovation

Freelancer

Dr. Ayesha Taylor-Camara brings a unique blend of academic rigor and practical industry experience to Sound Insights. As a lecturer specializing in media and marketing analytics, her PhD research developed an alternative framework for thinking about how we value broadcasting in everyday life.

Ayesha helps brands, podcasters, and marketers better understand how their content, marketing, and brand resonate with audiences.

Her growing research interest in the application of LLMs for content discovery and audience research within the media industries keeps Sound Insights at the forefront of innovation.

What Our Clients & Stakeholders Say

Drawing on experience that spans from pioneering work at Audible to current partnerships at Sound Insights, we've consistently helped transform creative visions into successful audio content.

Here's what industry leaders have to say about working with our founder and team:

  • When launching Audible Originals, Ben was literally my first hire—before I even brought on any audio creatives. That decision speaks volumes about how essential his audience research is to successful content creation. Ben transformed our approach by building tools that connected audience profiles directly to creative decisions. His pre-testing work on 'West Cork' exemplifies his value: based on listener feedback, we completely revamped the first episode, addressing narrative issues that internal teams had missed while avoiding changes that wouldn't have improved the show. This data-informed approach saved us from costly misdirections and significantly improved the final product. What makes Ben exceptional is his ability to deliver sophisticated research insights in ways that creative teams can readily embrace and apply. His work doesn't just inform decisions—it fundamentally improves them.

    Eric Nuzum, Co-Founder, Magnificent Noise

  • Sound Insights is a trusted research and insights partner. Ben & his partners excel at refining business questions and precisely scoping projects to align with our strategic objectives. Their tailored approach and industry-specific insights has quickly made them an invaluable resource.

    Eloise Elandaloussi, Content Director, Tonies, Germany

  • Ben's innovative approach to content development and testing was instrumental in advancing our spoken word formats. From surveys to focus groups, trends to search & social datasets, he tailored his approach to suit various content types - from high-investment drama plays to innovative news talk formats. This comprehensive strategy ensured we had robust data to back our creative decisions.

    Steve Carsey, Director of Speech, Bauer Media, UK

  • "Sound Insights provided me with a unique understanding of our audience's passion and excitement for my show that I had not seen before. Their analysis highlighted our podcast's strong connection with listeners and helped us understand how our content inspires practical application while building genuine relationships with our audience. The strategic recommendations for growth and optimisation were particularly actionable and aligned perfectly with our goals.

    Matt Abrahams, Stanford Graduate Business School, USA

  • The concept testing approach is invaluable for bridging creative ideas with financial prudence. By testing brief descriptions with potential listeners, they provide crucial data on what consumers might listen to next. This evidence gave our finance team the confidence to support innovative projects while mitigating business risk.

    Ayleen Peled, Finance Senior Director, Audible, USA

  • What set Ben apart was his ability to turn business challenges into scalable research solutions and then, in turn, translate research outcomes into actionable insights for our content and marketing teams. Ben’s team didn't just deliver data; they created rich, actionable narratives that empowered our marketplace teams to make informed decisions about content commissioning across non-US markets. Ben’s work in helping teams identify compelling talent, IP, and brands was both strategic and innovative, giving us a competitive edge in understanding global audio offerings.

    Jess Radburn, Head of Audio On-Demand, ABC, Australia

  • Ben's contribution to Audible was transformative in how we evaluate casting celebrity talent. He identified and tackled a critical challenge head-on: providing compelling data to support investments in high-profile collaborations. Working closely with our team, Ben developed innovative solutions to aide us in building business cases. His approach was both thorough and creative, exploring various options to find the perfect fit for our needs.

    Lisa Hintelmann, Head of Casting & Talent, Audible, USA

  • Ben delivered a business first during our time together at Amazon, a unique "Meet the Audience" day that brought our customer to base to life for colleagues. This outside event, leaning heavily on Ben's astute audience segmentation including insight, live panels and hands on audience participation. Ben is one of the most people-centred, business-orientated research leaders I have worked with, combining deep subject matter knowledge with a down-to-earth approach to getting the job done. A brilliant partner to any business.

    Neil Caldicott, Director, Brand & Communications, Which? UK

  • While there were many studies, surveys and opportunities that we dug into, Ben’s Audible Kids study was the most enlightening when reviewing the kids audiobooks opportunity. By expanding the project from UK-focused to multi-market, it provided a landscape of partnerships and opportunities that we would be able to act on. Simply put, the study's findings became central to our understanding of the children's audiobook market. It also pinpointed customer preferences, informing our content strategy and product development. Ben's ability to deliver actionable insights that align customer needs with business opportunities was invaluable to our strategy.

    Sean McManus, President, Dreamscape Media, LLC, USA

Make It

Working with the best & smartest Partners

Logos of various companies including Audience Strategies, CrowdTech, Man Overboard, Plotly, Audiense, Edison Research, MTM, QuMind, Strat7 Audiences, and Yonder, displayed on a white background.

Over many years, we have carefully built a roster of the best, smartest research partners to complement our work at Sound Insights.

Imagine a think-tank where the sharpest minds in 'Spoken Word Audio' and Media Entertainment converge. That's the collaborative ethos we bring to every challenge. Together, we've crafted solutions to the most perplexing audio challenges, pushing the boundaries of what's possible.

Our partnerships are more than just collaborations.

When you work with Sound Insights, you're not just getting our expertise – you're tapping into a network of visionaries, all dedicated to propelling your audio content to new heights.

Shaping the Future of Audio

The Audio Landscape Is Transforming

The way people discover and consume audio is evolving rapidly.

AI-generated content, platform convergence, and changing listener behaviours are creating both challenges and opportunities.

But amid all this change, one thing remains constant: the power of human connection through audio.

Where We See the Future

We envision a future where:

Creation and Understanding Unite

The gap between creative instinct and audience understanding disappears. Data doesn't just validate decisions – it inspires new creative possibilities.

Innovation Meets Insight

As AI and new technologies transform audio creation, deep human understanding becomes more crucial than ever. The future isn't about algorithms replacing creativity; it's about insights enhancing it.

Global Stories, Local Impact

Audio transcends geographical boundaries while maintaining deep local relevance. Research and insights help creators understand how stories resonate across cultures and contexts.

Listeners Lead the Way

Audience understanding moves beyond traditional metrics to reveal the true impact of audio in people's lives. Every data point tells a story about human connection and engagement.

Our Role in This Future

Sound Insights is committed to:

- Developing new methodologies that embrace technological change while centering human experience

- Building bridges between creative vision and audience understanding

- Supporting the next generation of audio innovators with robust, actionable insights

- Championing research approaches that enhance rather than constrain creativity

Contact us

Let's Create Your Next Audio Success

Whether you're exploring new concepts, evaluating talent partnerships, or seeking deeper audience understanding, we're here to help.

Schedule a discovery call or share your specific needs below.

Let's turn your audio ambitions into reality.