Consumer segmentation

A storied European luxury brand sought to understand how best to leverage the opportunity of the Chinese in-bound luxury consumer visiting Japan.

We conducted research with Chinese visitors to Japan upon their return to China in select first-tier cities. We combined qualitative research with quantitative research to create a Chinese in-bound consumer segmentation that brought to life the consumer typologies, their motivations and appeal points and sized the opportunity that each segment represented.

Our work helped shift the client perspective…helping them to understand this consumer target, not as a monolith and short-term opportunity, but as highly-diverse consumer groups, some of whom represent the future of luxury consumption.

Future of luxury service

A global luxury hotel brand known for its exceptional customer service sought to understand what “service” means within the context of the new global luxury consumer.

We conducted the Japan portion of this global research project which included individual consumer interviews, curation and competitive analysis.

Brand relevance

A European athleisure brand was struggling to understand why market share in Japan was continuously declining year after year. Japan had been a stronghold for decades. What was happening?

We conducted focus group interviews, in-store immersions and a competitive review that helped the client understand the roots of the diminishing relevance of the brand within the current Japanese cultural context.

We linked these insights to the current brand positioning, making recommendations on how to boost cultural relevance with today’s Japanese althleisure consumer.