Beats by Dre transformed headphones from a functional device into a cultural icon, and they were navigating the growing demand for wireless speakers.

My role in this project was to explore what’s driving this shift by understanding Gen Z’s preferences, lifestyle habits, and expectations for audio technology.

That meant talking to people, digging into their preferences, and piecing together the story behind their choices.

The goal? Insights that don’t just follow trends but help shape them.

Here is what I found, well, parts of it