Brand performance
Strategic White Spaces: Samsung's Sustainable Living Opportunity
Identifying new growth pillars through ESG exploration. A multi-phased study across three European markets that surfaced clear opportunities to lead in the sustainable home space.
3
European markets
2
research phases
UK, FR, DE
markets studied
The challenge
Finding where Samsung could lead in sustainable living
Sustainability is no longer simply a nice-to-have. It has become a primary driver of consumer behaviour. Samsung reached out to us to explore white space opportunities within the home.
They wanted 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. The brief called for something deeper than survey data: real consumer voices, in context, across markets, revealing how sustainability fits into daily home life.
Project context
- Industry Consumer electronics
- Solution Brand performance and white space mapping
- Markets UK, France, Germany
- Phases 2 (depth interviews + concept validation)
- Methods In-depth interviews, community concept testing, need-state mapping
The approach
A multi-phased iterative study across three European markets
We ran a research programme across the UK, France, and Germany, moving from exploratory depth into concept validation to build from raw consumer insight to strategic direction.
Phase 1: Lifestyle deep-dives
In-depth interviews explored participants' lifestyle views and sustainability behaviours in detail, revealing how ESG considerations play out in the everyday decisions of European households. This gave us the raw material to identify themes worth testing further.
Phase 2: Concept validation
We moved into our community platform to test a range of sustainability pillars and concepts developed from Phase 1 insights, iterating on the stimulus as the research progressed. This allowed us to move from broad exploration to tested conclusions within a single programme.
Need-state mapping
Throughout both phases we built a map of how Samsung products could address the emerging consumer need for sustainable home management, grounding innovation decisions in real consumer expectations rather than category assumptions.
The result
Clear opportunities to lead in the sustainable home space
By surfacing these strategic white spaces, the research provided the evidence needed to refine Samsung's brand positioning and align future product development with consumer beliefs around sustainability.
Defined strategic white spaces
The research identified specific ESG territories where Samsung had genuine permission to lead, based on consumer behaviour and belief across the three markets, not category assumptions.
Validated product development direction
By moving through depth interviews into concept testing within a single programme, the team left with evidence-grounded direction rather than exploratory hypotheses alone.
A roadmap for sustainable innovation
The insight delivered a consumer-validated framework for the product and positioning moves most likely to resonate with European consumers who are rethinking how sustainable their home life needs to be.
The outcome
"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."
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