In practice, these techniques allow us to gain a deeper understanding of our clients’ most fundamental issues such as ‘Understanding Asian traveler behavior and different traveler types’, Understanding the Southeast Asian Functional Drinks Market, or ‘Understanding Asian Beauty’.
Here is a selection of case studies to help you understand how we could help your business gain a deeper understanding of Asian consumers:
Understanding Asian traveler behavior and different traveler types.
We analysed company data, and segmented customers into distinct groups based on the types of trips they make, their demographics and their needs. We then road-tested a key segment with the client’s matching products and services.
The customer-centric segmentation scheme we developed enabled the client design targeted service offerings for each audience segment type, and optimise resources allocated to each segment.
The client wanted to track the brand’s performance at different customer touchpoints and reliably benchmark its performance against competitors.
We worked with the client and its market research agency over a 3-month period to develop and launch a multi-country, multi-dimensional brand performance measurement system.
The brand performance measurement system has enabled the client to better assess how well the brand is doing relative to competitors at different customer touchpoints.
The client wanted to know how Asian consumers define beauty and how the concept of beauty differs across Asian cultures, in order to devise new strategies and products.
We gathered data directly from six markets using expert interviews and focus groups. We analysed the advertising landscape in each country, and studied historical literature to understand cultural influences. The study was conducted in several stages, working closely with the client’s consumer insight team. We conducted desk research, online and face-to-face fieldwork.
The study allowed the client to separate and cluster the six regions based on how narrow or holistic that culture’s definition of beauty is, and how competitive or supportive consumers are with their peers. The client could also easily plan entry points in the region for new products or ad campaigns based on how it would appeal to certain clusters of countries.
Understand how beauty, personal values, and the meaning of colours differ across diverse Asian countries.
Conducted focus groups with consumers divided into two age groups, and curated insights from academic literature across five different Asian markets to understand how these factors influence eyewear purchase decisions.
The client was able to understand a wide range of motivational differences for choosing eyewear across different regions and formulate specific strategies for each market. A detailed customer survey was also designed based on the findings of the study to further analyse cross-region differences and similarities in consumer needs, purchase patterns and eyewear usage.
The client wanted to understand luxury customer service experience in Asia, create a benchmark, and identify elements that could be used to improve its own services globally.
We conducted desk research, observations and interviews in two key cities. This included historical and cultural research as well as field research at luxury automotive dealers, hotels, airlines, retailers and restaurants.
By creating a benchmark for luxury Asian service, we could direct compare the client’s service values and identify where Asian levels of service went further – or against – Western ideas of luxury service. From this, we presented the client with 10 new service principles to implement in their global services strategy.
Explore and identify the beauty values held by Thai women.
Conducted focus groups and home visit sessions with consumers divided into three age groups (20s, 30s, 40s). This included a deep analysis of different types of beauty including influences, surgery, skin tone, environmental impact, personal goals, how they spend free time and the differences between the age groups.
The client was able to understand exactly how the concept of ‘Thai beauty’ is evolving, influences from other cultures, and how confidence and competition affect Thai women. The study also revealed detailed insights on how Thai women perceive skin tone, at what point skincare becomes important to them, and how they feel about local and international products and their marketing campaigns. This allowed the client to formulate entry strategies in a crowded market and identify valid, appealing points of difference across the different age groups.