Understanding Japanese Beverage Consumption Through Consumer Immersion
This research was conducted to provide the client’s global leadership team with a comprehensive understanding of Japanese lifestyles and beverage consumption behaviors. The study also explored the unique role of vending machines in Japan, examining how their prevalence and usage patterns differ from those in other markets.
Our Work
- A 3 day pre-assignment is carried out to uncover beverages in everyday life
- Observe consumers using vending machines
- Understand consumers’ living environments, values, and lifestyles through home visits
- Accompany consumers on their daily shopping trips to explore beverage purchasing channels, values, and product choices
- Converse with young people over meals to understand their lifestyles and drinking behaviors
The Outcome
- The situation of Japanese consumers was shown to the foreign client’s upper management who came to Japan
“Thank you for your help with the global visitor inquiries the other day. Thanks to you, we received very good feedback!”
– Client Voice