New Segment Creation – “Enjoying Memories” Segment

General Description

Objective

• To forecast which sort of user segments will be emerging in the electronic device market in 2015
• To develop new product or service concepts and user scenario for the segment

Duration

• Jul 2006 – Sep 2006

Role in the project

• Project coordinator among the summer interns of 8 persons
• Researched on Enjoying Memories segment during summer internship at Corporate Design Center, Samsung Electronics Corporation

Framework

This research started from trend sensing process. After conducting mega & micro trend researches, several segments were expected to rise significantly by 2015.

What is the “Enjoying Memories” segment?

“Enjoying Memories” was the segment assigned to me to analyze. It represents people who love their memories and value on how vividly they can remember their precious time in the past.

Supporting mega trends were personalization and emotion/experience, and relevant micro trends were the facts that nostalgia-related industry was emerging, experience entertainment was more emphasized, time spent on cyber leisure was increased, needs back to analog was increased, and companies were more interested in the value of long-tail customers.

How is this segment analyzed?

Six candidate criteria for analyzing “Enjoying Memories” segments were deduced. Among the six, “Format of remembrance” was chosen as main criterion to classify “Enjoying Memories” into small groups.

In-depth Research Methodology

Seven out of eleven subgroups were studied by instant messenger chatting, digital ethnography as well as in-depth interview. Through the in-depth research, each subgroup was examined on previously shown six criteria by 5 point scale. Core value, memory type and major methods to remember were also extracted.

Key Findings Summary

Key findings for several subgroups were summarized into the same format. Two examples of such summary are presented below.

Capturing Business Opportunities

After summarizing characteristics of each subgroup, pentagonal graph with five axes of criteria was drawn. As comparing graphs, a few points which implied new business opportunities were found. The criteria used for extracting opportunities were the followings;

1. if graphs have similar shape, look for implications in tangibility aspect.
2. if graphs show complementary shape, look for complementary implication.
3. compare graphs belonging to the same tangibility subgroup.

New Opportunities Summary

Key findings from comparing graphs were summarized in the same format. Two examples of such summary are presented below.

New Products/Services Concept Development

After completing business opportunity extraction, a few new business concepts were developed. Two of these are presented below.