Company culture within male dominated industries such as technology is often skewed towards being more systematic. This is translated across external communications, which alienates the ‘empathiser’ customer. Samsung wanted to understand the commercial value of the ‘empathiser’ customer and ideas on how to engage empathically.
We ran strategic empathy workshops with the senior marketing and branding teams within Samsung Europe to enlighten them on the differences between ‘systemiser’ and ‘empathiser’ customers.
Quantified the value of the commercial opportunity in engaging the ‘empathiser’. Impacted the European advertising to become more emotional. Developed over 40 new transformative concepts across 4 European markets.