Samsung needed to bring a new tech savvy segment to life for its agencies and senior management.
Bringing Samsung closer to its techiest consumers
Taking the target’s lead, we used a self-ethnographic app. and online community as the gateway into their lives.
Participants used the app to record their lives in the moment – showing technology and brand experiences in context in words, pictures and film.
They shared their views and posted videos about their tech in the online community.
We and Samsung accessed the consumer generated content to follow up and drill down on points of interest as they arose.
We filtered the best participants into workshops to explore attitudes, beliefs and behaviours in a dynamic and creative way, alongside the senior client team.
And finally, the rich output was curated on an online platform as an easily shared immersion resource for the wider team.
What we did