Primary Research
Recorded interviews with 16 Syracuse University students
Attended and recorded various live music events
Distributed an online survey about music listening habits to Syracuse University students
Conducted a diary study involving 8 Syracuse University students
Logged phone pickups from 8 Syracuse University students
Recorded Content
16 Syracuse University students, ages 18 through 24 and academic years 1st through 5th, were interviewed on video about their interactions and experiences with music listening (streaming, live music, where things are headed, etc.)
We attended and recorded a wide variety of live music performances to thoroughly understand the experience of live music firsthand. Recorded content ranges from street performers and college basement shows to renowned orchestras and popular nightclubs.
Presentation of Survey Data
To contextualize our findings, we uncovered a survey distributed to University of Vermont students in 2015 that asked questions very similar to our survey.
The 2015 UVM data not only supplements any shortcomings in our data, but also shows how music listening habits have developed over the past 10 years, providing an indication of how things may shift in the next 10 years.
Diary Studies
8 Syracuse University students were asked to report their music listening routines for 3-5 days.
Diary studies gave us the “who, what, where, when, why, and how”s of student music listening.
We represented each participant’s data with consistently color-coded days and bolded text for actions and mediums.
Highlighted entries represent “notable actions”. A participants “notable action” is the most novel action (among our data) that they logged.
Secondary Research
Pivoting to audio products, we used secondary research to provide a thorough examination of
The current audio product landscape
The Gen-Z consumer’s mentality when making purchasing decisions
Unique strategies other brands have successfully employed to introduce new product
Leverage Points
From our research we presented Bose with 3 “leverage points”, areas in the product design and marketing space that when accounted for in the design process can create a dominant product in the Gen-Z consumer marketplace.
Product concepts
Using different combinations of the leverage points presented, alongside various details pulled from the full span of our research, we mocked up 3 concepts.
Each concept introduced an easily actionable new product opportunity, supported by a story of how Gen-Z consumers would receive and interact with the product as a part of the Bose brand.