Case studies


Understanding Grocery Shopping Experience among Older Adults

Our client, who utilizes robot technologies to create products for indoor mobility, was seeking to identify and understand in-store shopping experiences, habits, and needs among older adults when grocery shopping to uncover future product opportunities.


  • Secondary research on key food retailers in Japan, as well as trends and cultural insights on grocery shopping
  • 2x expert interviews with a specialist in in-store spatial design and a specialist in merchandizing and food procurement in Japanese grocery stores
  • 10x  shop-alongs and IDI with older adults, aged 65-76 living in the Greater Tokyo area


  • Identify key differences in the design of grocery stores and cultural differences unique to Japan
  • Uncovered challenges and needs among older adults during their grocery shopping experience
  • Informed opportunities for assistive technology to optimize the in-store shopping experiences and support the independence of older adults

“As always, your work is engaging, well organized, and easy to read. I'm looking forward to sharing this with my teams.”

- Client voice
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