Focus: Consumer Behavior · Market Analysis · Product Intelligence · Data Visualization
This project was completed as part of the Beats by Dre Consumer Insights & Data Analytics Externship, where I analyzed quantitative survey data and qualitative feedback to uncover behavioral patterns, sentiment drivers, and product perception insights for Beats audio products.
- Identify key purchase motivations and brand perception factors among consumers.
- Perform quantitative analysis of survey responses to reveal statistical trends.
- Conduct qualitative sentiment and theme analysis to decode consumer narratives.
- Visualize data through dashboards and present actionable recommendations.
| Type | Tools | Description |
|---|---|---|
| Quantitative Analysis | Google Sheets · Excel · Python | Processed survey data, calculated descriptive statistics, visualized frequency & correlation trends. |
| Qualitative Analysis | Google Sheets · Sentiment Coding | Identified recurring themes, sentiment categories, and key drivers of brand loyalty. |
| Visualization & Reporting | Gamma Deck · ManyChat · Claude | Created an interactive dashboard summarizing insights and presentation-ready visuals. |
- Top purchase drivers: Audio quality, comfort, and brand prestige.
- Main friction: Price sensitivity among mid-tier audience segments.
- Qualitative themes: Colorways, fit, and product style strongly impact gifting decisions.
- Sentiment: 76% positive tone across feedback, highlighting Beats as an “aspirational lifestyle brand.”
| Artifact | Description | Link |
|---|---|---|
| 📑 Quantitative Analysis | Structured survey dataset, summary tables, and descriptive stats. | Google Sheets |
| 💬 Qualitative Analysis | Thematic coding and sentiment matrix. | Google Sheets |
| 📊 Presentation Deck | Executive summary for stakeholders. | Google Doc Presentation |
| 🧭 Dashboard | Visual exploration of consumer sentiment and behavior. | Gamma Deck |
| 🤖 Claude Artifact | AI-assisted insights and dashboard artifact. | Claude Artifact |