BBH - Samsung

Dec 2018 – Jan 2019

UX Research

Samsung technology buying behaviour

In depth interviews about buying behaviour of both TVs and mobile phones, including research up to purchase. The goals were to gain insight into what consumers understood about the technology and the amount of detail they were getting before purchase.

Two reports were produced; TV and mobile phone purchasing behaviour.

My role was to conduct the research project from liaising with recruiters through to an informal presentation with the Samsung experience team of the findings.

Six participants were recruited for each of the 2 categories of consumer product. I produced the screener

The agency had information about which sites were the most popular to buy each product. It was important for their end client, Samsung to understand how well they were performing against their rivals on these main sites, as the statistics weren't shared and so they didn't have a clear picture about how their content matched up.