Steve Galaty UX / CX Director - Samsung B2B End User Study

B2B End User Study

The Challenge

Samsung desired to better understand the mindset of end users that intersect business and consumer markets.

It all starts with the audience

Whether we’re at work or at play, the love affair with our devices is pervasive. The line between business and pleasure has become blurred in our always on, connected world.

The approach

Identified three key motivational orientations within the target audience.

Delivered firmographic and psychographic analysis and behavioral insights.

Crafting the Future State Vision

Provided the framework for the optimal experience that Samsung should deliver to end users based on three distinct motivations.

Market activation

Illustrated the optimal digital experience to help Samsung connect with end users of Samsung business products

Creative validation

Tested efficacy of motivationally focused messaging and creative treatment against BAU creative.