Case studies


Connecting with the Senior Market

Japan’s seniors group is a rapidly growing and seriously under-marketed segment. They’re also a highly active, fitness conscious and independent group. A global 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


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


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

"A quick note to thank you for all the hard work that went into our 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."

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