Sony Ethnography Study + Product Launch

Sony was the pioneer of personalized music devices with its’ Walkman®. Unfortunately the Apple’s Ipod stole their thunder and Sony was determined to get back in the game.

Conduct an ethnography study to test its new product. Insights gathered were used to inform advertising, product development and brand experience.

I lead the Sony ethnography study at a beautiful loft in Noho. We recruited and interviewed trendsetters (artists, filmmakers, designers) and delivered a segmented analysis in a comprehensive, easy-to-read format that allowed the client to make actionable decisions.


  • Sony