Case Study
Transforming SmartThings Growth with a Consumer-Centric Strategy for Energy
Consumer Usage & Perceptions
ABOUT THE CLIENT
SmartThings, a subsidiary of Samsung Electronics, is a top smart home platform enabling users to connect & automate devices. Its Energy service lets users monitor energy use, set goals, & optimize appliances, reducing carbon footprints and promoting sustainability.
PROJECT OVERVIEW
Launched in 2021, Samsung SmartThings Energy empowers consumers to reduce energy use and carbon footprints. It planned to expand its offering and market new features but needed deep consumer insights to shape effective strategies.
Khatanalytics delivered in-depth foundational research, uncovering breakthrough insights for fact-based strategy development for many functions.
RESULTS
Insights ultimately drove huge business impact for Samsung:
Revamped Product Strategy
Reshaped SmartThings Energy offerings, prioritizing real consumer needs to maximize adoption potential.
Breakthrough Redesign
Overhauled Smart Home & Energy solution marketing, including a full refresh of the 837 Showroom to captivate and engage consumers
Empowered Partnerships
Strengthened collaborations with utility partners to deliver new integrated energy-saving programs
THE CHALLENGE
While SmartThings had a strong understanding of the product and retail landscape, it lacked consumer insights for critical questions:
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How to grow user adoption for SmartThings Energy’s success?
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What is most compelling consumer narrative to adopt program?
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How can we inspire consumers to change energy use behaviors?
Samsung SmartThings Strategy Lead:
“Uzma’s executive experience helped us clarify our goals, problems to solve and decisions to make that translated research findings into strong actions”
OUR SOLUTION
Based on detailed discussions with cross-functional stakeholders on goals, planned actions, and critical questions to answer, we designed and executed robust, iterative multi-stage research:
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Research Brief Development: Conducted stakeholder interviews to identify goals, needs, and critical questions
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Desk Research & Analysis: Analyzed existing data and public reports to uncover relevant new insights
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Qualitative Consumer Research: Delivered foundational insights answering research brief questions through:
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27 In-Home Ethnographies: developed deep audience understanding through 1:1 interviews, photos & videos.
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4 Focus Groups: with total 28 respondents to explore new ideas, behaviors, and solutions iteratively.
OUR INSIGHTS & IMPACT
Foundational research provided a deep understanding of consumer awareness, interest, behaviors, drivers, barriers, and unmet needs related to Smart Home technology, Appliances, and energy use.
Key Insights and opportunities included:
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Consumers doubt they can impact sustainability or energy costs. Provide holistic, exciting programs in simple language
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Smart products are high priced and intimidating, limiting adoption. Need to justify cost with high value use cases.
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Consumers aren’t aware of utility company programs on energy efficiency. Partner with providers for holistic programs
Insights informed strategies for various Samsung teams, including SmartThings Product & Strategy, Home Appliances, Global HQ, 837 Showroom, Corporate & Mobile divisions, and retail partners.
Samsung SmartThings Strategy Lead:
Khatanalytics “guided on the best research approach to understand Consumers' perspective in a new market. Their insights were "mind-blowing" and re-directed our strategy!"
Grow your sales and brand loyalty leveraging comprehensive strategic consumer journey Insights