The challenge

Consumer expectations around home appliances are constantly evolving. For Samsung Philippines, staying ahead meant refreshing its understanding of the people behind three key categories: TVs, washing machines and air conditioners.

The objective was to move beyond existing assumptions and uncover what drives purchase decisions, product usage and brand choice today. By building a richer picture of appliance consumers, Samsung aimed to identify new opportunities for growth across the Philippine market.

The solution

To capture both depth and scale, we combined qualitative immersion with quantitative validation.

First, we invited 68 consumers into three online insight communities, one for each appliance category. This gave us a sneak peek into the lives of the appliances’ users’ lifestyle, habits and usage. As the participants were able to share their experiences “in the moment”, this provided rich insights into their usage of TV, washing machine and aircon. Through online focus group discussions (FGD), we explored their video diaries and experiences even more in-depth, which helped us draw different personas for each category.

We then validated these learnings through three online surveys (one for each category), reaching overall more than 2,000 consumers. The research identified category-specific consumer segments, purchase drivers and decision-making factors, while also highlighting Samsung’s strengths, weaknesses and future opportunity areas.

By combining rich consumer stories with robust segmentation, Samsung gained a deeper understanding of its consumers and a stronger foundation for confident decision-making.

The impact

The research uncovered new opportunities to strengthen Samsung’s position across the Philippine appliance market.

Insights informed more immersive in-store displays, helping shoppers experience products in realistic home environments while creating new cross-selling opportunities across appliance categories. The findings also inspired emotionally driven marketing campaigns, enabling Samsung to connect with consumers through the everyday moments and benefits that matter most. An example is the Summer’s On Us campaign, launched in the summer of 2021, that taps into the benefit of escaping to a virtual vacation via Samsung’s TV and Soundbar Bundles.

More than a snapshot of the market, the project gave Samsung a stronger foundation for future category growth, grounded in a deeper understanding of consumers.