How Samsung broke through the Black Friday clutter

This event report shows how Samsung, the electronics manufacturer, cut through the marketing noise surrounding Black Friday using market research.

How Samsung broke through the Black Friday clutter

Stephen WhitesideWarc

Black Friday is typically the busiest – and certainly the most chaotic – shopping day of the year.

Amidst the early-morning lines, in-store anarchy and advertising hype, two trends usually define this unique occasion for brands, according to Meet Shah, manager/consumer market insights at Samsung Electronics America. One of these is effectively a no-brainer: "Everyone wants to buy because the product is on sale," he said.

"You also have inventory issues," Shah told delegates at The Market Research Event, a conference held by the Institute for International Research (IIR)...

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