This externship gave me the opportunity to work on real organizational problems, providing insights and actionable recommendations for strategic solutions.I conducted primary research and detailed analysis into consumer sentiment toward the Beats by Dr. Dre brand and how Gen Z audiencesperceive the marketing campaigns and branding. I recruited participants from Gen Z and employed questionnaires, interviews, and other data collection methods. This research was used to gauge the effectiveness of the social media strategy, advertising effectiveness, and gather insights regarding different speaker brands. I then presented to the Beats team members an independent lens on Gen Z preferences through my research and analysis. The work significantly enhanced the Consumer Insights division's understanding of Gen Z trends, helping them design better communication strategies. Responsibilities: - Get familiarized with Beats by Dr. Dre's vision, mission, and brand philosophy.- Learn about the terms and concepts in branding and marketing- Research and identify macro consumer trends among GenZ- Learn and practice using various methods of data collection like surveys, interviews, etc.- Conduct a brand and communication sentiment analysis- Analyze Beats brand positioning and compare it to competitors- Create and deliver a compelling presentation showcasing insights on how Beats can connect meaningfully with GenZ.