In 2022, Spotify Advertising published the first volume of 'Sonic Science' to demonstrate the power of audio by developing a deeper understanding of how audio content connects emotionally and physically with listeners. Last year’s research, which many listeners will have seen presented at IAB Engage 2022, explored how sound impacts the brain by measuring neural activity in real-time.

In this episode of The IAB UK Podcast, James speaks to Spotify's Global Thought Leadership Lead, Marion Boeri, to share an early look at the second volume of the research released this week. For part two, the focus has switched to tracking how audio makes us feel based on where we’re listening, how we’re feeling and what we’re doing at the time. From physiological data to electrodermal activity, this fascinating chat digs deep into the science behind why sound really is so powerful.

Explore the research in full at https://ads.spotify.com/en-GB/sonic-science/vol-2/

And watch Spotify's Sally Keane present Sonic Science Part 1 at Engage at https://youtu.be/AUtAYLasIkk

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