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Market Research

Yuzu Kyodai's specializes in product innovation, brand strategy and execution. We identify and create white spaces for market research opportunities and act as production agency for implementing marketing and communications strategy.<br>

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Market Research

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  1. MarketresearchinJapan– understandingconsumers’frameofreference ThefamedfastidiousnessofJapaneseconsumersiswrittenaboutsooften,itisalmosta cliché.Butitsimplyistrue.Onthewhole,Japaneseconsumersarevoraciousconsumersofinformation:evernoticedthosecustomerenquiryphonenumbersonthebackofmostproducts?InbasicallyeveryfocusgroupIeverattended,therewereoneormoreparticipantswhocalledthose–forwaterbottlesandcoffeepackagestopackedchickenmeat;consumerswhostudiedthebackofthepackagingofchickenmeatsoclosely,theyknewthattheproviderforCostcoisthesameasthatofSeven-Eleven’ssaladchicken. Butwhatisthemostinterestingindoingmarketresearchandconsumerinsightresearchistofindouthowalltheseobservationshelpconsumersconstructaframeofreferencewithwhichanynewproductwillhavetoengagewith–i.e.howtheydefine‘quality’inanygivenproductorservice,fromchickenmeattocoffeetotravelwebsites. ThelevelofsophisticationoftheaverageJapaneseconsumerisstunningandhasfewparallelsintheworldandisderivedfromthesheeramountandlevelofdetailthatconsumersarewillingtotakein:forinstance,onelookatthelowestofalllow-endready-to-drinkcoffee,Seven-Eleven’sTetraPakicecoffee(link)isenoughtounderstandthepoint:1litreoficecoffeefor257yen,butnonethelessittalksabouttheoriginofthebeans,thekindofwaterused,thewayitwasdripped(‘flanneldrip’),howitwaspackaged,andthecoollogisticschain.Whatallofthisdoes,ishelpconsumersbuildaframeworktoevaluateanyotherproduct:ifacoffeebrandthendoesnottalkabouttheoriginofthebeansorhowitwasroastedandproduced,consumerswillnotbelieveitsquality.Andthisisthesamefromburgerstoluxuryhandbags:fromthecheapest,mass-produceditemstostoriesofuniquecraftsmanship,andbyamyriadofmagazines,TVshowsandonlineproductblogs,Japaneseconsumersareoffered–andconsumer–unparalleledamountsofinformationonwhattheybuy. Afterall,inacountrywhereconspicuousconsumptionisfrownedupon,youneedtobearmedwithalotofback-upknowledgetojustifyyourpurchasingdecisions. Whatismostintriguinginthis,ofcourse,ishowselectivethisinformationstillcanbe.JustlookatMOSBurger,whichwhenitcomestoqualityinrestaurants,isagainandagainmentionedbyconsumersasthegoldstandardwhenitcomestoexplainingwhereproductsarefrom(theychangedisplayboardsintheirstoresonaweeklybasis,showingwherethisweek’slettuceortomatoiscomingfrominJapan,downtothefarmlevel).Itcreatedtheimageof‘MOSistellingconsumerswhereeachproductiscomingfrom,downtothemostgranularlevel–MOSisacompletelytransparentcompanywhereyouknowexactlywhatyouget’.Onewayoranother,thisiswhatyouwillhearfromJapaneseconsumersabouttheMOSBurgerchainandwhytheyusuallythinkitissuperiorandofhigherqualitytoanycompetitor.ThisisputtinghugecompetitivepressureonthelikesofKFC,FreshnessBurger,orMcDonald’stoalsotellwheretheirproductsaresourcedfrom. WhenconsumersthenaretoldthatforexampleseveralofMOSmeatproductsaresourcedfromThailandconsumersoftenreactwithsurprise,sincethetacitassumptionwaswhenMOSissoopenanddetailedaboutitssourcingforsomanyitems,allofthemwillbesimilar.

  2. Thattheoriginoftheirmeatnuggetsisnotmentionedonthedisplayboard,then,goesThattheoriginoftheirmeatnuggetsisnotmentionedonthedisplayboard,then,goes unnoticed.SoMOS’sworkedperfectly:becomeregardedasthehighest-qualityburgerchaininJapanbygivingconsumerslotsandlotsofinformationthatemphasisethestrengthsofMOS,andweaveallofthemintoonebeautiful,coherentstory–inthiscase,offarmoriginandtransparency. MOSisagreatlearningforbrandsinJapanandamasterlessoninhowtoconstructqualityandtrustcommunications:whatiskeyforbrandsishowtobestsharethemostlevelofdetailwithconsumers,allinonenarrativethatfitstogetherandmakessense. Checkoutourwebsiteformoreinformation.

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