In 2016, CEO John MacFarlane announced the company’s shift to streaming music services and voice control instead of local playback. Having collaborated with Sonos for 18 months ahead of this event; the Sense Worldwide team understood why this breakthrough strategy was a critical decision.
Sonos is synonymous with sound engineering prowess. The company pioneered wireless speakers that played music simultaneously in multiple rooms. Business success is driven by the quality of the audio, the design of the speakers and the seamlessness of consumer experience.
Category definitions and the competition were established and familiar; until the Silicon Valley giants entered the category with speakers of their own. Along with the disruptive, added benefit of voice services.
Future growth for Sonos required the business to adopt a more holistic view of their consumer’s needs, attitudes, and in-home lifestyles to inform and inspire the design of future products, services, and brand communications.
“The Sense Network ushered in a new era of consumer-centered innovation for cross-functional teams at Sonos – more agile, more collaborative, and ultimately more impactful. The Sense Worldwide team are trusted partners on our journey to deeper audience understanding and empathic immersion.”
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