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Redefining the Smart TV experience

Overview

The aim to be able to map and enhance the overall experience of a Smart TV was carried out with the following objectives in mind:

  • Understand user expectations and their emerging needs

  • Motivations for purchasing Smart TV (social/ entertainment, etc)

  • Factors considered while purchasing smart TV (brand/ budget/ features/ compatibility)

  • Map current engagement level with Smart TV - understand their purchase journey, pain points, delighters, features used, assistance needed etc

The qualitative research was carried out in tandem with desk research. Secondary research objective was to be able to understand the growing realm of Smart entertainment, emerging trends to forecast where the Smart TV market is headed. Thus, complimenting the primary research findings.

Research Methods

In-depth Interviews (IDIs)
Expert interviews
Remote Research
Journey Maps
Cognitive Walk through
Usability study
Co-creation activity

My Role and Skills

Preparing discussion guide
Moderation
Note taking
Synthesis
Report making
Managing logistics and external vendors

Duration

2 months

Impact

Based on our recommendations Samsung launched the Samsung Monitor 8. 

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