Exploring Market Potential for a New Sports Drink in the Japanese Market
A leading beverage company aimed to introduce an international drink to the Japanese market. The qualitative research assessed product acceptability and identified key consumption occasions to support market entry, leveraging the product’s unique characteristics.
Our Work
- Facilitated 4 x 2-hour focus groups with Generation Z men and women based on the client’s hypothesized profiles
- Assigned a simple pre-task where respondents filmed a brief video demonstrating product consumption occasions
- Explored potential product fit by identifying relevant occasions within participants’ daily drinking habits
- Evaluated video advertising, tested product concepts, and conducted tastings to assess product acceptance
The Outcome
- Identified key consumption occasions with the strongest fit for the new beverage
- Provided strategic recommendations on how to effectively appeal to Japanese consumers based on concept evaluation insights
“Thanks again for your hard work and dedication, team! It was great to understand the drinking occasions that are firmly suited to this product.”
– Client Voice
Our goal is nothing less than to help you create a successful partnership between your brand and the people who trust it.