Case studies


Connecting with the Growing 50+ Market

Japan’s 50+ age group is a rapidly growing and seriously under-marketed segment. They’re also a highly active, fitness conscious and independent group. A major international player in the Japanese Insurance market wanted to understand this target in order to fuel strategic planning- surface unrealised opportunities and white space for innovation.

Connecting with the growing 50+ market

Photo by Kevia Tan on Unsplash


  • Foundational understanding of the 50+ target via in home and ‘out and about’ interviews to capture their daily lifestyle, emergent needs and health and fitness behaviors
  • D-code workshop style focus groups to map target needs and screen and overlay innovations developed by the team
  • Needs driven segmentation with the 50+ target to uncover priority segments, and their specific innovation opportunities


A quantitative segmentation of 50+ customers provided a prioritized segment roadmap for the team and a list of 8 innovations and offers to begin to develop for launch

We presented to the marketing team and the Japan CEO. The CEO introduced the findings as a ‘significant piece of work to be actioned immediately’
“I quick note to thank you for all the hard work that went into todays presentation. The senior management were really impressed and it is creating a lot of discussion and buzz. […] it’s a great first step of a much longer journey that will require the whole marketing team to play a role.”

- Client voice
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