Capstone Project – Gen Z x Samsung Home Entertainment
Project Details
Name
Fordham University (in collaboration with Samsung)
Tools Used
Qualtrics, Excel, Canva, SPSS, Consumer Behavior Analysis, Focus Group Moderation, Persona Design, Innovation Strategy, Visual Storytelling
Overview
As part of a graduate marketing intelligence project in partnership with Samsung, I co-led a research and strategy initiative focused on decoding Gen Z’s evolving relationship with television, streaming, and home entertainment technology. The objective was to identify actionable ways Samsung could better engage a generation driven by portability, peer influence, and digital-first discovery.
My Role & Strategy
I co-designed and executed a multi-phase research plan that included secondary trend analysis, three moderated focus groups, and behavioral segmentation of Gen Z consumers. Using tools like Qualtrics, Excel, and SPSS, I synthesized quantitative and qualitative insights into clear narratives. I developed two key consumer personas — Screenless Nomads and Rooted Urbanites — and aligned them to Samsung’s innovation roadmap. I also co-authored and presented the strategic recommendations directly to Samsung’s North America innovation team.
“I don’t just market—I build systems that move people and performance. ”
Rhea Shah
Marketing Strategist
Results
- Identified that Gen Z values portability, price flexibility, and social relevance over traditional brand loyalty in home tech
- Proposed four innovation concepts including: customizable TV aesthetics, projectors with bundled subscriptions, shared-screen features, and experiential marketing activations
- Created a Gen Z-specific path-to-purchase model showing heavy reliance on social proof, resale platforms, and flexible payment options
- Earned an encore presentation request from Samsung for further discussion of our insights and recommendations
This project showcased my ability to lead end-to-end research, apply consumer behavior frameworks, and translate findings into innovation-ready strategies for a global brand.
Impact
The strategic insights and innovation roadmap resonated strongly with Samsung’s North America innovation team, earning an encore presentation request. The project informed internal discussions on Gen Z engagement strategies and demonstrated how data-driven persona modeling could shape future product development and marketing campaigns.
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