A global audio brand with decades of loudspeaker heritage and a strong technical reputation chose a more cultural lens, one that could resonate beyond the experts. Its starting point was what the most immersive home listening will feel like years from now.
Work
Work
The future of immersive audio; multi-market expert and qual study
Publisher
Global audio brand
Markets
Agency
The multi-phase study I ran had two streams: 18 leading-edge music lovers across the US, Germany and China, who joined online discussions and workshops and completed filming tasks in their own homes, and a council of 15 experts in architecture, entertainment, hospitality, neuroaesthetics and experience design.
The experts connected sound to well-being and to the role speakers play in a home. The biggest opportunity lay in how people fold sound into daily life at home, and in how differently they do so across the three markets.
The research informed an innovation playbook for long-range, futures-focused design, centered on what the home of the future could sound like.