Samsung: Bringing European consumers to life to inspire a new generation of design

Samsung Design Europe wanted to deepen their understanding of European Leading Edge consumers and their design needs in order to identify tactics to engage them.


Samsung approached SCB Partners to create design and lifestyle typologies for mobile device users across leading European cities in order to shed light on distinctions and nuances in lifestyle needs, and inform the product design teams in Korea.


SCB Partners recruited and interviewed Leading Edge consumers in a range of European cities to deep dive into their lifestyles, values and relationship to technology and design. Through a combined methodology including desk research, ethnographic observation and in-home interviews, five typologies were identified and profiled. These in depth profiles enabled Samsung to understand and optimise their positioning and mobile device design, as well as segment their strategy for their distinct premium devices to appeal to influential consumer groups.