Navigating Market Entry Fit for Espresso Machines in Japan
We teamed up with a renowned appliance brand to bring their high-end espresso machines to Japan. The goal was to understand how Japanese consumers perceive espresso machines, what barriers exist between interest and purchase, and how to effectively position the client brand in this unique market.
Our Work
- 10 x in-home interviews to capture consumers’ real routines and brewing processes, as well as to understand the footprint of the client’s machine in an actual home
- 4 x focus group interviews with espresso machine owners and considerers to deeply understand their purchase journey, machine considerations, and conduct a hands-on evaluation of the machine lineup
- Quantitative survey of n=500 to seize market potential and acceptance of the client’s product and price range for Japan
The Outcome
- Identified consumer personas to better zoom in on who the potential customers are and how to appeal to them
- A decision-ready market entry roadmap defining product portfolio priorities and localization needs, distribution channel strategy, and core messaging to guide execution
“Many thanks for delivering a fascinating week of learning in Tokyo. Your efforts to put together such an efficient and well organised timetable of events was greatly appreciated. Your work so far has helped to grow our understanding of the market immensely.”
– Client Voice