To understand and map the lifestyles of millennial tastemakers in New York and London. This research needed to bring the lives and needs of Samsung’s potential user-base to life for a wide audience of internal stakeholders.


Latimer used depth interviews, social listening and digital ethnography to build detailed lifestyle maps for different user groups. We produced high quality talking-head videos to illustrate the key themes that emerged from our analysis.


Latimer’s research was presented to three VPs and 70 UX designers in Samsung’s head office in Seoul and will soon be presented at C-level. The design of Samsung’s next flagship phone will now proceed, informed by this research and strategy.

“Latimer were a great team to collaborate with. They brought a wealth of knowledge to the project and different processes, creating great insights and opportunities!”

Adam Roberts, Senior UX Manager, Samsung Design Europe