By Anders Heering, December 28, 2005
Korean electronic giant Samsung recently visited Denmark in search of inspiration on how to design their products in the future. To understand the Nordic consumers’ usage of mobile technology and their relationship with design, they have teamed up with ReD Associates, an innovation consultancy that specializes in creating a deep understanding of consumers using anthropological methods.
Samsung chief researcher Eunyoung Koh, explains how their understanding of different cultures has changed the way the company works:
“Italians often put their mobile phone on the table and constantly look at it to see if it is OK, while the English normally just carry it in their pocket. We therefore chose to introduce mobile phones in sexy colors and design in Italy, but in England and Denmark we chose to focus more on a user-friendly interface.”
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