SAMSUNG / NEW FAMILIES

a seismic shift in family structure demands a new way of thinking about appliances

Globally, the family is undergoing rapid changes as roles, structures, and values are being redefined for the 21st century. Yet we are still designing appliances for a family that is no longer the majority.

SCOPE OF WORK

Understand how the families are evolving, with a focus on emerging lifestyles, attitudes, and behaviors. Target regions: US, Brazil, China, India, Europe, and South East Asia.

Build a strategic framework for product innovation that enables global alignment and regional differentiation.

Generate actionable opportunities for Samsung’s Digital Appliance business to anticipate the shifting needs of these new households.

PROJECT ACTIVITIES

• Global ethnographic research in 17 cities worldwide

• 29 expert interviews

• Regional analysis / global synthesis

• Needs mapping

• Insight framing

• Strategy development

• Co-creative Design workshops

• Concept visualization

KEY INSIGHT

In each region that we studied, family structures are undergoing dramatic changes. Today’s families are more complex and dynamic than ever, but Samsung still designs appliances for a traditional family that is no longer the norm.

These new households are more dynamic than traditional families—with fluid roles, members, and structures. They live in households that are smaller (single member) and larger (multi-generational) than traditional families, and are more likely to change over time.

outcomes

A global strategic vision for Digital Appliances that guides Product Planning, Design, and Marketing in the development of Adaptive Appliances that meet the needs of New Families by:

• ADAPTING to a wide range of users

• EVOLVING with the family over time