Oblicuo Hi-Fi Bar — Customer Research & Growth Strategy
A customer-insights and strategy project for a Barcelona listening bar, focused on increasing Tuesday–Thursday visits while preserving its premium, intimate, and locally relevant identity.
Business Challenge
Oblicuo had strong brand authenticity but inconsistent early-week attendance and limited structured digital strategy. The goal was not maximum reach. Broad visibility could attract poorly matched audiences and weaken the experience that differentiated the venue.
“How could the venue increase Tuesday–Thursday visits without losing its premium, intimate, and locally relevant identity?”
Research in Numbers
Key Customer Insights
Validation over discovery
Social media often validated a choice rather than created initial discovery. Customers checked social channels to confirm atmosphere before going out.
Uncertainty barrier
The main visit barrier was uncertainty about crowd level, noise, seating availability, and early-evening vibe.
Segmented value drivers
Different customer segments valued the Hi-Fi concept for distinct reasons (audiophiles vs casual socializers vs design enthusiasts).
Predictability requirement
Weekday demand required predictability and comfortable atmosphere rather than weekend hype or packed crowds.
Priority Segment Spotlight
Priority Segment: The After-Work Neighbor
A nearby professional looking for one high-quality drink and comfortable conversation without planning a late night out.
“Use social media as a risk-reduction tool for weekday visits.”
- Reduce customer uncertainty around seating and atmosphere
- Show real early-evening conditions to set clear expectations
- Reinforce local neighborhood relevance and convenience
- Make weekday visits feel easy, accessible, and repeatable
- Protect the venue's premium, intimate 'hidden-gem' identity
KPI Measurement Framework
My Contribution
Independently Developed / Led
- Developing the detailed implementation layer for the 'After-Work Neighbor' segment
- Formulating behavioral objectives & content creation principles
- Structuring timing logic & the 3-month tactical content calendar
- Creating specific post, story, and video content concepts
Contributed To
- 16 in-venue customer interviews & insight synthesis
- Competitor and platform positioning analysis
- 5-persona framework development
- Overall growth strategy and KPI measurement tree
Outcome & Deliverables
The project established a clearly defined priority segment for weekday growth and delivered a data-backed strategy grounded in direct customer evidence.