Segmentation and Drill-down for New Product Development

Case studies

FASHION

Segmentation and Drill-down for New Product Development

An international industry promotional entity wished to quantify usage, attitudes and ownership of the most prized ‘precious metal’ among Japanese consumers, and following that, to drill down on these results and move forward with new product development designed to re-energize sales, especially among females.

Photo by Siora Photography on Unsplash

OUR WORK

Quantitative U&A study among 1,000 females aged 25~65
Qualitative research (focus groups with female consumers aged 50~70) to explore:
- Attitudes and behaviors as regards precious metal/ luxury brand jewelry
- Reaction to 3 new proposed products
- Interest in purchasing additional pieces for the future
½ day ‘Fuel the Future’ workshop, to brainstorm with client’s internal team and provide additional inputs for finalization of new concepts

THE OUTCOME

Insights-based input for new product concepts, to be re-evaluated via one-to-one interviews with target consumers before launching.

“Thank you again for a very productive brainstorming workshop. As always, we are very impressed with your team, and very grateful for all of your wonderful insights. We are looking forward to using all these results and inputs!”
- Client voice

All Fashion

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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.