Case Study: Samsung achieves faster insights and doubles research output with Qualtrics

How Samsung is revolutionising market research

Samsung Electronics France’s in‑house consumer research team—responsible for testing products, concepts and post‑event feedback across telephony, TV/audio and appliances—faced slow, siloed research processes that made it hard to move quickly on insights, avoid participant fatigue and integrate data with CRM and other systems. The team needed a way to standardize studies, speed up delivery and support Samsung’s rapid innovation cycle.

By adopting the Qualtrics XM Platform the team centralized surveys and data, integrated with CRM and external sources, and enabled real‑time tracking of field surveys and event CSAT. Results: study setup dropped to about 1 hour, insights are delivered in under 48 hours (2.5× faster than external agencies), study volume doubled to 150 per year, and the organisation gained agility, cost savings and stronger cross‑team collaboration.

Samsung

Emmanuel Malard

Consumer And Market Insight Manager