Methodology
Competitor analysis
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Beats headphones is currently the major competitors of Bose.
Based on our previous quantitative research, Beats is the most popular headphones brand among BU students, followed by Bose, Sony and Apple.
*Data from our quantitative research
Previously conducted quantitative survey
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A quantitative research was previously conducted on factors which influence students’ headphones user experiences and choice criteria by Lingyi Tong (one of out team member).
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Some of the charts and data used in this report are from this survey.
Focus group
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Numerous topics were covered in the focus group of 11 college students in September 2018:
Appearance, functions, price, comfortability, etc; segmentation was generated partly based on the findings from the focus group.
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We used screener and answer form before and during the focus group.
Ethnographic interviews
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We also did several video-recorded ethnographic interveiws with 8 college students between 18-26 years old, in November 2018;
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Interviewees shared opinions about and insights into their daily used headphones.
Topics include:
Appearance, ease of use, comfortability of wearing, sound quality, etc.
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Quotes from interviewees are used in the report. Segmentation was generated partly based on the findings from the ethnographic interviews as well.
Duration
Sep. 2018 - Dec. 2018
Role
Qualitative researcher,
team leader
Tools and methods
Focus group, ethnographic interview, data visualization, data analysis, report writing
Overview
Bose is a brand which has long been successful in high-end market mainly among professionals. It is famous for noise cancelling function techonolgy.
Problem
However, nowadays college students and young professionals are becoming more and more a larger part of consumers in the headphone industry.
So how Bose can improve its brand and product attraction to young consumers while maintaining its own characteristics in order to gain more market share among young people?
Approach
In order to increase market place among young people especially college students, a qualitative user and marketing research need to be done in order to gain some insights into the factors which mostly influence students' headphones user experiences, and to conclude some product design strategy recommendations for Bose headphones product.
Key findings
Persona - Function Chaser and Fashion Chaser
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We built two personas to present our target users based on the analysis of both qualitative and quantitative research.
Click to enlarge the pictures and see persona details
Function chaser
Fashion chaser
Highlighted characteristics of each persona
Five dimensions for segmentation:
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Requirement of appearance
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Sensitivity to others' judgement
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Making choice based on appearance or not
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Sensitivity to new techniques
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Awareness of how products be different in functions
Five dimensions for segmentation
*Data from our qualitative research
Noise cancelling function important but not enough
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Our findings show:
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Noise cancelling function is important for studying quietly;
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Students would trade off noise cancelling function for other advantages, e.g. ease of use, comfortability of wearing, long battery life;
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Adjustable noise cancelling function are considered highly helpful.
Collge students' preference for noise cancelling function
*Data from our qualitative research
Key design features which meets college students' needs
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We built two personas to present our target users based on the analysis of both qualitative and quantitative research.
★★★★☆ Function
★★★☆☆ User friendliness
★★☆☆☆ Appearance
Sound quality
Wireless
Adjustable noise cancelling
Convenience
Comfort
Battery life
Color
Size/shape
Stylish design
From the focus group and ethnographic interviews, we have found out that:
Ease of use, comfortability of wearing and long battery life are highly concerned by students.
Comfortability and long battery life is important for students because they wear headphones while studying for long hours continuously.
What make a headphone uncomfortable:
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Heavy
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Small ear cups
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Unfit for ears (for in-ear ones)
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Stuck with hair
Recommendations
Based on our research findings, we consider it great for Bose to build a bluetooth in-ear headphones prototype mainly targeting at college students and young professionals with the following features：
â—‡ Overall great sound quality
â—‡ Light & convenient
â—‡ Low key and simple appearance design
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â—‡ Adjustable noise cancelling
â—‡ Magnet in earbuds for easy wearing
â—‡ Easy way of charging (e.g. bluetooth charging) and decent battery life
Further research plan
We will test this model using A/B testings, focus groups, etc. to get more detailed feedback about the design strategy.