Brand ยท Performance and strategy
Strategic White Spaces: Samsung's Sustainable Living Opportunity
3
markets (UK, FR, DE)
2-phase
study
ESG
focus
The challenge
Identifying new growth pillars through ESG exploration
Samsung reached out to us to explore white space opportunities within the home, seeking to understand how they could strengthen their brand positioning by offering more sustainable solutions and by better understanding the ESG needs and behaviours of European consumers.
Project context
- Industry Consumer electronics
- Solution Performance and strategy
- Markets UK, France, Germany
- Format Multi-phase study
- Methods In-depth interviews, community concept testing, need-state mapping
The approach
A multi-phased iterative study on our platform
We executed a comprehensive research programme across the UK, France, and Germany.
Lifestyle deep-dives
Phase 1 involved in-depth interviews to explore participants' lifestyle views and sustainability behaviours in detail.
Concept validation
Phase 2 used our community platform to test a range of sustainability pillars and concepts developed from Phase 1 insights.
Need-state mapping
We helped Samsung understand how their products could address the emerging consumer need for sustainable home management.
The result
Defining the roadmap for sustainable innovation
The research helped Samsung identify clear opportunities to lead in the sustainable home space. By surfacing these strategic white spaces, we provided the evidence needed to refine their brand positioning and align future product development with consumer beliefs around sustainability.
Ready to see incling in action?
Talk to the team about your research challenge and we will show you what is possible.