Understanding Foundational Japanese Food Habits and Decision-Making on Meals

A design company from the U.S. was working on a food search related app for one of their giant tech clients. In order to create a consumer-centric app, our client was looking for consumer insights to inform the content, features and design. The research explored common food and eating habits across generations and their decision-making process on the meal plan.

Our Work

Conducted a 4-day online diary, documenting their meals on weekdays and weekends, habits around eating out/take-out/delivery and homecooked meals, their behaviour related to app usages to search for restaurants and making bookings
Followed by 6x 3-hour ethnographic interviews to gain a deeper understanding about their eating habits, especially when it comes to dining out, take out food, and ordering food
The last round considered 1-hour interviews with only selected participants to test some concepts and mock-ups of the app

The Outcome

From the comprehensive research, the clients were able to gain fruitful insights about the cultural differences and values that are influencing eating habits and food choices
The findings informed the localization of the app content, navigation structure and features

“It was very interesting to witness the Japanese food habit and understand the Japanese culture.”

- Client voice

Understanding Foundational Japanese Food Habits and Decision-Making on Meals

Our Work

The Outcome

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