We worked with Samsung to map the TV decision making journey from the ground-up. Unpicking shopper mindsets, needs and pain-points at each stage of the TV purchase journey, to fully understand how and why decisions are made.
We designed a multi-stage research programme to help us connect with TV shoppers in Germany:
- We conducted online depth interviews with consumers who had recently bought a TV to understand how the overall purchase journey fits together. We used a cognitive interviewing technique to maximise richness and accuracy of recall.
- Next, we hosted a workshop in Frankfurt to deliver and interrogate the insights from stage 1 with stakeholders. We used a ‘walk in their shoes’ exercise to bring the journeys to life and ensure the session was memorable, we also collectively agreed on priorities & responsibilities to ensure insights were being actioned.
- Finally, we set up a longitudinal pop-up community where we followed TV intenders on their journey to buy a TV, for a much deeper ‘real time’ view of experiences & decision making. The community covered a variety of methodologies, including:
- Online depth interviews
- Diary based tasks
- Group discussions
- In-store shop-alongs
The research has provided valuable insights into the complete TV decision journey, helping Samsung to optimise their touchpoint communications and identify key stages of the journey that require further investment. Ensuring the right information is provided at the right time and tailoring comms to better meet the specific needs of shoppers play an important role for helping Samsung boost TV sales in Germany.