Support for a Global Consumer Goods Company in New Product Development Through Consumer Insight

Client
Global consumer goods company

Challenge
The client was developing a new product in Japan within a highly competitive beverage category. To shape a concept with stronger market relevance, they needed a robust understanding of consumer attitudes, category structure, usage behavior, and areas of unmet need. The goal was not just to collect data, but to generate the kind of insight that could give the client clearer direction and greater confidence in product development.

What we did

• Conducted a combination of qualitative and quantitative research
• Analyzed consumer behavior, expectations, and category entry points
• Identified key tensions, opportunities, and whitespace within the category
• Translated research findings into practical implications for concept refinement
• Provided strategic support to help clarify the direction of the product concept

Outcome

• Delivered deep insight into the category and consumer mindset
• Helped the client sharpen and clarify the development concept significantly
• Received very strong positive feedback from the client on the value of the work
• Supported the project’s progress toward final product development and launch