During my time at Cheil Worldwide, I developed insight-driven research and strategy documentation for Samsung marketing initiatives, translating field research and consumer analysis into structured reports that informed creative direction and campaign planning. I designed and structured the full research-to-strategy process into an editorial format, creating a digital and print-ready document used by marketing teams for internal reference and archival purposes.
This project focused on understanding Korean market context and lifestyle trends, identifying locally relevant consumer behaviors and needs, and translating these insights into strategic design direction to support Samsung’s product and marketing development in a more localized and forward-looking way.
