CASE
Tracking what matters: helping Samsung stay ahead in consumer electronics
Through a continuous brand health tracker, we helped Samsung stay close to consumers and translate insights into sharper marketing decisions.
The challenge
The market moves fast. New features, new competitors and changing consumer expectations constantly reshape the landscape. Staying relevant requires more than occasional research; it demands a continuous pulse on brand performance.
Samsung Philippines was looking for a strategic insight partner who could provide timely, actionable insights to guide marketing and sales decisions. The goal was clear: embed consumer insight into everyday decision-making. From campaign development and agency collaboration to dealer conversations and business reviews.
The solution
Together, we developed a tailored brand health tracker (BHT) designed to keep Samsung close to the voice of the consumer.
The tracker monitors Samsung’s key CE categories – TVs, washing machines, refrigerators and air conditioning – with more than 30,000 respondents covered in the Philippines over time. This delivers a robust and continuous view of brand performance, perception and competitive dynamics.
The insights are embedded into the rhythm of the business. Internally, teams across marketing, sales and business units use the findings to track shifts in consumer behaviour and shape category strategies. Externally, insights are brought into dealer interactions, from sales meetings to strategic discussions, helping partners better understand category trends, shopper behaviour and growth opportunities. Learnings also feed directly into pre-launch workshops with agency partners, helping teams shape campaign messaging and creative direction with confidence.
To make insights even more accessible, we launched an interactive dashboard in 2024, allowing stakeholders to easily explore and filter data. Visually engaging newsletters translate key findings into clear, practical recommendations, ensuring the organization can quickly act on what consumers are saying.
The impact
What started as a tracking study quickly became a strategic decision-making tool.
Teams use the insights to sharpen campaigns, strengthen local relevance and align more closely with consumer needs. In TV and home entertainment, for example, insights into increased viewing time and the growing shift to smart TVs have helped teams refine messaging around larger screens, enhanced picture quality and seamless OTT integration. Similar insight-led thinking is applied across other categories.
Clearer direction also helps agency partners optimize media, PR, creative and influencer strategies.
Beyond marketing, the tracker supports sales and business teams with robust data for dealer presentations and market reviews.
Continuous brand tracking now acts as a living source of insight for Samsung. It helps teams stay agile, informed and connected to what consumers want.
“Consistent alignment on Samsung’s strategic focus, business challenges, optimization areas and action points reinforce the partnership we have built with Human8 over the years. Nexus, Samsung PH’s first local BHT dashboard, revolutionized data access and insight amplification across key categories. The team’s BHT deliverables directly influence how we conduct our business and ensure that our internal stakeholders are empowered to craft data-driven market strategies and impactful campaigns.”
“The BHT plays a pivotal role in shaping our strategies by providing continuous insight into the evolving market and consumer landscape. This helps us stay ahead of the curve and align our programmes with emerging trends. At Samsung, innovation and research are at the core of our DNA. By grounding decisions in data, we ensure that our offerings remain relevant which allow us to build a stronger connection and trust with our customers. This foundation of trust is vital as we develop our top-line strategies and marketing campaigns, enabling us to create solutions that truly resonate with our audience.”
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