Samsung, as one of the world’s leading smartphone and tablet manufacturers, needed to gain a deeper understanding of how UK consumers were actually using apps on their devices. With an increasingly competitive app ecosystem — ranging from entertainment and lifestyle to productivity and commerce — Samsung wanted to:
By segmenting the market in this way, Samsung could build a clearer picture of the “core apps” that anchored device usage and represented commercial opportunities.
Skopos developed a bespoke research programme combining both behavioural and attitudinal measures:
The research enabled Samsung to take a more targeted and strategic approach to product and service development:
This programme gave Samsung a clear roadmap for aligning devices and services with the app behaviours that matter most to consumers — ensuring the brand remained at the centre of the UK’s evolving digital lifestyle.
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