1. ELISA CALVELLO THOMAS DREW YURA JUNG
MAYA MANGINI KIRSTYN SCOTT

2. JOURNEY
Team S | 2
ShowroomVisit (Sonos,Apple Store) 4 meetings
Category Immersion (Web review,
research, brand collateral)
30
Culture Mapping
Store visits, social media,
Sonos blog, Sonos Reddit
Consumer Survey (Sonos conducted) 300,000 responses
Ethnographic Research
30 families, 6 women,
5 men

3. There is no feeling like coming home. No formalities,
no expectations, no nonsense, unless it’s your own.
Your space, your rules.
For music lovers, that means listening to whatever
you want in the best quality possible.
Alone/with friends/family
Dance with your partner and your kids to your
wedding song out loud.
If music reflects what’s in your heart, home is where
the music is.
Our journey explores what music, not equipment,
makes people feel and how Sonos can capitalize on
that.
Team S | 3

4. PERSONA:ANNIE
• 29 years old, single
• Appreciates quality, willing to spend
more for music
• Up to date - new technology/gadgets
• Compact living space, minimalist
interior
• Listens to music alone, but also shares
with others
• Wants streaming services personalized
Team S | 4

5. PERSONA: HUNTER AND MEGAN
• Newlyweds, 29 years old
• Value experiences and quality, tend to
spend more on music (live and streaming)
• Don’t usually make purchases on a whim -
research, compare, etc.
• Discuss purchases with one another
(even small ones)
• Home - everything has a function,
minimalist design
• Personalized to their needs
• Tiny House Movement
Team S | 5

6. VALUES
Team S | 6
Social Standing
Social Contact
Independence

7. Team S | 7
SOCIAL CONTACT
85% INVITE PEOPLE
167 HRS ADDED
67% MORE SEX
musicmakesithome.com

8. Team S | 8

9. Team S | 9
THANKS

10. APPENDIX
http://musicmakesithome.com
https://twitter.com/Sonos?ref_src=twsrc%5Eappleosx%7Ctwcamp%5Esafari%7Ctwgr%5Eprofile
http://blog.sonos.com/sonos-at-home/youre-better-than-this
https://youtu.be/SVIB2HkSQCo
http://www.verndale.com/insights/blog/2015/october/the-internet-of-me-why-personalization-is-more-important-than-ever/#sthash.y7dgw7bo.dpuf
http://www.bloomberg.com/news/articles/2014-10-30/how-sonos-and-john-macfarlane-built-the-perfect-wireless-speaker-for-streaming-music
https://www.ncbi.nlm.nih.gov/pmc/articles/PMC4021113/
Team S | 10

11. SOCIAL LISTENING
Team S | 11
Interactive
Consumer Sonos
Product Reviews
Product Reviews
Shared love of music
Q & A
Sonos as decor

12. BEHAVIORS & NEEDS
Needs: Seamless way to cast, ability to use all the
streaming app, compact, ease of use and ability to be
controlled in the palm of the user’s hand.
Behaviors: transient, small living, music streaming
rather than purchasing, digital copy instead of physical
copy, investment in music, investment in decor,
decluttering attitude.
Team S | 12