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Samsung e.d.g.e

Design challenge, 2018


Study the dimensions across the millennial lifecycle to assess the key drivers for their decision making to answer the following key questions 

  • How is the typical consumer lifecycle and buying journey different for millennials?

  • What are the big trends and possible evolution of preferences for millennials?

  • What are the key brand differentiators that resonate with millennials?


Stitch these drivers together with the perceived gaps in the Samsung eco-system to develop a strategy for Samsung to become the “Brand of Choice” for millennials.

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