Gen Z Wireless Speaker Research
Consumer market research conducted for Beats by Dr. Dre
My Role
Role: Market Research Extern
Client: Beats by Dr. Dre
I was responsible for:
Conducting semi-structured user interviews
Synthesizing qualitative findings across participants
Translating insights into a concise presentation summarizing preferences, expectations, and tradeoffs
Research Approach
Participants
5 Gen Z users (ages 18–23)
U.S.-based
Current users of wireless or Bluetooth audio devices
Methodology
30–40 minute semi-structured interviews
Topics included:
Audio device usage patterns
Speaker use cases and environments
Feature tradeoffs and ideal speaker attributes
Brand perception and price sensitivity
Why qualitative interviews
Qualitative interviews were used to surface motivations, decision drivers, and tradeoffs that are difficult to capture through surveys alone, particularly around situational usage and perceived value.
Overview
Wireless speakers have become a popular accessory among Gen Z consumers, particularly in social and group settings. However, motivations around usage, feature prioritization, and brand influence vary depending on context and lifestyle.
This project focused on understanding what actually drives Gen Z adoption and preference for wireless speakers, beyond surface-level assumptions about branding or sound quality.
Ideal Wireless Speaker
Across interviews, the ideal speaker balanced:
Strong sound quality
Portability across environments
Long battery life and wireless capabilities
Durable construction
A modern, visually appealing design
Branding could influence appeal, but only after functional needs were met.
Deliverable
The final output of this project was a synthesized insight presentation summarizing interview findings, user preferences, and implications for wireless speaker positioning and feature prioritization.
Key Insights
1. Speakers are social devices, not daily drivers
Participants primarily used wireless speakers for sports, parties, and group activities, rather than individual or everyday listening. Headphones filled the role of personal, daily audio use.
Why it matters:
Speakers are evaluated based on performance in shared environments, not continuous solo use.
2. Sound quality is expected — portability differentiates
High sound quality was considered a baseline expectation. What differentiated products was portability, battery life, and durability, especially for users moving speakers across locations.
Why it matters:
Once sound quality clears a threshold, practical features drive preference.
3. Brand reputation matters less than functionality
While participants recognized major audio brands, brand alone was not a deciding factor. Functionality, ease of use, and longevity outweighed brand loyalty in purchase decisions.
Why it matters:
Brand acts as a trust shortcut, not a guarantee of preference.
4. Speakers are infrequent purchases
Participants were unlikely to replace speakers unless prompted by wear and tear. Unlike headphones, speakers are viewed as long-term products.
Why it matters:
Durability and perceived longevity strongly influence value perception.
5. Willingness to pay for quality is real
Participants indicated a budget range of $200–$300 for a high-quality wireless speaker, as long as the product delivered on sound, portability, and durability.
Why it matters:
Gen Z is price-aware, but not price-averse when value is clear.
What I Learned
How Gen Z evaluates products differently based on usage context, not just specs
How qualitative research surfaces hidden tradeoffs behind purchase decisions
The importance of framing user insights in a way that informs product and positioning decisions