How Samsung leverages "true insights"

Stephen Whiteside

Samsung, the technology giant, has used "true" consumer insights to enhance its capabilities in areas ranging from performance marketing to consumer understanding.

Insights are a core component of the marketing toolkit, enabling brand custodians to understand the wants and needs of consumers even when these shoppers may be unaware of their own inherent desires.

But Michelle Froah, the VP/Marketing Excellence at Samsung, the technology company, believes that the communications industry – despite being swamped with new data streams and sources of inspiration – has some distance to travel in translating the information at its disposal into powerfully useful nuggets of wisdom.

Michelle Froah, VP/Marketing Excellence, Samsung

"I think, for me, the elephant in the room is all about 'true insights', and how...

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