Marshall Group
Creating a culture-led growth strategy for an audio pioneer
The challenge
Following Marshall Amplification’s merger with headphone and speaker portfolio Zound Industries, the newly formed Marshall Group had vastly expanded its offering – and with that came a need for new understanding of its consumer and cultural universe.
We partnered with Marshall Group to develop a global segmentation of musicians and music lovers, inspired by Marshall’s rock-and-roll legacy and informed by emerging cultural shifts in the way people create and listen to audio.
Decode
Before crunching the numbers, we started creating Marshall Group’s consumer growth strategy with cultural analysis – bringing the power of context and cultural currency to the fore. We immersed in global audio culture, from podcasts to streamers to indie music production, to identify the emotional, functional and social roles consumers expect their devices to fulfill. We then fielded a robust global study to dimensionalize and organize the audio consumer landscape.
Recode
We identified consumer segments with differing needs, values, and types of listening sessions, and prioritized the segments that would drive the most growth across Marshall Group’s audio creation and consumption ecosystem. We then identified audio experience platforms with distinct occasions, moods, product expectations and audio roles – creating an expansive and strategic framework for product and service innovation in the near- and long-term.
Transform
Our consumer growth strategy now serves as the strategic foundation for the seven audio brands within the Marshall Group portfolio. As part of our ongoing partnership, we’ve worked with executive leadership to apply the strategy to the company’s 2025 product and brand roadmaps, creating a pipeline of innovative experiences that will delight audio listeners and enhance music culture for years to come.
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