Market research
One 2 One Insight x Symmetry Wood · Market research ยท Guitar industry, 2023
Does sustainability sell guitars? I asked Martin, Taylor and a luthier.
Symmetry Wood wanted to know if a sustainable wood would matter to the guitar industry. I interviewed the people who would know and wrote up what they said.
Guitar makers
A luthier
A podcast host
The reportPyrus and the guitar industry, June 2023
- Client
- Symmetry Wood, with One 2 One Insight
- Sector
- Guitars and tonewood
- Built
- Interviews and a 44-page report
- Status
- Delivered, June 2023
Who I talked to
Makers, a luthier and the people around them.
People from C.F. Martin and Taylor Guitars, the host of the Tone Mob podcast, an independent luthier, and one bonus interview from outside the industry at Room & Board.
What they said
Most buyers do not think about it much.
Three of the five guitar people said consumers do not think much about sustainability when they buy a guitar. The report lays out where it does matter, and to whom.
The report
Scope and limits
Six interviews is a small sample. The report is a read on the industry's thinking, not a survey of buyers.
Matt Smith, Chicago. matt@visibilitybuddy.com