Quick Service Restaurant Market Entry

Case studies

FOOD & BEVERAGE

Quick Service Restaurant Market Entry

This US fast food leader wished to determine the optimal strategy for a successful launch into the Japanese QSR market.

Photo by Louis Hansel on Unsplash

OUR WORK

A full foundational study of needs and behaviors, competitive market context and current offerings for market optimization

Desk research re: market landscape (sizing, growth and key trends), and semiotics analysis
Influencer interviews with QSR category experts in Japan
Twenty deep-dive consumer interviews with accompanied QSR dining assessments
U&A online survey of consumer behaviors, needs, competitor profiling and opportunities

THE OUTCOME

A full foundational study presentation to the client team face-to-face in New York followed by a further 2-day in-market immersion session conducted by the Carter Team with senior execs in Tokyo to allow them to “experience” the key study findings and ops

“Thank you for planning and executing a great immersion tour as the final stage of our research journey in Japan. We accomplished exactly what we were looking for, exposing the Executive Committee to the consumer, business and culture of Tokyo, and giving them a better understanding and perspective on the market as we evaluate expansion. Very much appreciated!.”
- Client voice

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

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.