Wireless Speaker Customer Insight Analysis

Project Overview

This project analyses consumer survey data to understand the key factors influencing wireless speaker purchase decisions.

The analysis combines exploratory data analysis and text-based thematic analysis to identify how consumers evaluate price and what attributes influence purchasing behaviour.

The dataset contains over 5,000 survey responses, with approximately 3,600 responses analysed after filtering for respondents who own wireless speakers.

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Project Objective

• Identify the key drivers of wireless speaker purchase decisions
• Understand how consumers evaluate price relative to product attributes
• Analyse the price ranges consumers are willing to pay
• Explore whether purchase drivers differ across age groups

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Key Insights

• Price is the strongest purchase driver, followed by brand reputation and product features.
• Consumers evaluate price primarily within the context of their personal budget.
• Most consumers are willing to pay between $50 and $100.
• Product features and brand credibility influence whether consumers perceive a product as worth its price.
• Wireless speaker ownership is concentrated among younger consumers aged 18–24.

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Business Recommendations

• Emphasise value communication by highlighting how features justify the price.
• Focus product offerings within the $50–$100 price range.
• Highlight key product attributes such as battery life, connectivity, and sound quality.
• Strengthen brand reputation through customer reviews and credibility signals.
• Target younger consumer segments through digital marketing channels.

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Tools & Libraries

• Python
• Pandas
• NumPy
• Matplotlib
• Seaborn
• Natural Language Processing (NLP)

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