Science, Clickbait or Hamfisted Marketing?
The study conducted psychometric and heart-rate tests with participants who attended concerts, practiced yoga, and walked dogs. Those who attended concerts felt a 21% increase in well-being – compared to 10% for yoga and 7% for dog-walking – with a 25% increased feeling of self-worth, a 25% increased feeling of closeness to others, and 75% increased mental stimulation.
The only information we have about this study comes from a press release published on O2’s website. Instead of presenting even an abstract of the study, let alone any details about their materials and methods, we get a prepared statement from Nina Bibby, the chief marketing officer for O2:
“We all know just how good it is seeing your favorite band or artist live, but now we have the proof. Life doesn’t come with catch up and through Priority Tickets, O2 customers have access to over 5,000 live shows in more than 350 venues across the UK every year.”