Connecting with the growing 50+ market

Case studies

INSURANCE

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.

Photo by Kevia Tan on Unsplash

OUR WORK

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

THE OUTCOME

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

All Insurance

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SAORI HIRASAWA

Project Manager

Everyday at CarterJMRN is so different, and that’s why I enjoy working here. I always start my day by following my to-do list – though it’s rare that I can follow them precisely because there are always new projects and tasks. It is very important for us to keep up with the fast pace and be flexible. The best part of working here is learning. I am exposed to a wide range of industries which ensures that I am never bored. After working at CarterJMRN, I have come to see the world differently – even if it’s just the way I look at doing my shopping. For example, I closely observe clients’ products, competitors, layout of the shelving units, observing people’s behavior, etc.. We consider ourselves as a “partner” of our clients and work together with them. It requires a lot of effort to work in a team with very high professional standard, but it has been equally rewarding.

JUN NISHIGAWA

Account Manager & Moderator

One of my favorite parts of the day is the morning. Most of our international clients email us during our night time so, in the morning, I enjoy catching up emails so that projects seamlessly move forward. After that is completed, I focus on my project related tasks – (writing screener, discussion guide, and report, etc.). During this time, I can listen to some good music and, if I lose my focus, I refresh myself by having casual chats with my colleagues. The diversity of our staff (Japanese, Canadian, German, American, Australian, etc.) makes for interesting conversation and really sparks great ideas. I’ve been here for 7 years and I’m never bored.