Samsung, UK/Korea

Use of communication and entertainment technologies in the home, at work and in the public environment

Experientia conducted several ethnographic and exploratory qualitative research studies for Samsung in 2006.

• A first one looked at the use of home entertainment technology to help inform new design opportunities for Samsung. Extensive five-hour visits to Italian middle class families provided the company with rich insights on the current limitations and constraints home entertainment often provides, and where new opportunities exist.
• A second ethnographic study explored the use of mobile applications in the public sphere of the city, particularly by teenagers.
• Structured interviews in our office provided the company with insight on the use of mobile TV, video phone, camera phone and music player on smart phones.
• Finally, structured interviews on location clarified how technology is being used in the work environment.