Evaluating Brand Engagement Opportunities in Fruit-related Categories

Case studies

FOOD/BEVERAGE

Evaluating Brand Engagement Opportunities in Fruit-related Categories

A global fruits manufacturer wanted to understand where they had current license to engage, and how they might strategically build themselves in to new categories in Japan.

Photo by Louis Hansel on Unsplash

OUR WORK

8 x expert interviews coupled with cultural intelligence and semiotics
Experts covering a mix of key cultural commentators and doers
Secondary research covering a range of dense, B2B media landscape
A set of key, macro forces shaping the overall market and their individual articulations for each section

THE OUTCOME

A comprehensive set of rules around “how to play” in this space alongside a set of reasons why previous thinking might have been unsuccessful. This could then be used to work out how much license different brands had in being able engage in their current form

All Food/Beverage

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Account Manager (Qualitative)

Account Manager is a mid-level client service role that entails responsibility for small to mid-size market research projects.

Responsibilities

Building and maintaining client relationships
Qualitative research project management
Respondent interviewing and moderation (depth interviews and focus groups)
Report writing and presentation
Starting to take a leader role within the business and mentoring others

Qualifications

University degree
Native or N1 level Japanese
5+ years experience in a market research agency
Interviewing and moderation experience

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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.