In September 2022, Kadence partnered with tSurvey, an Indonesian online panel firm, to examine how individuals reacted to digital and non-digital ads. The participants came from 10 big cities in Indonesia, with Jakarta holding the biggest percentage of this study at 44 percent.
According to the findings, 45% of the respondents watched ads on their social media accounts. Among the 88% of people who had Instagram accounts, 40% didn’t skip the ads on the platform. Likewise, from the 62% of respondents with YouTube accounts, 28% didn’t skip the ads. Yet, the number decreased to 21% for the 40% of the respondents with Facebook accounts.
By age, the 26-30-year-olds had the highest viewership percentage of ads on their social media compared to other age groups.
Respondents highlighted the following three reasons why they watched the ads: they planned to buy the product (58%), they found the visuals captivating (55%), and the duration was short (40%).
Lastly, the most watched product category was automotive advertising, with 57% viewership, followed by body care (56%) and face care (50%).
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From the heart of the capital, we conduct market research across the Indonesian archipelago as well as the international area supported by our global offices throughout Asia, Europe, and the US – all tailored to meet your needs.
Customer journey mapping is the process of creating a visual representation of the steps and touchpoints a customer goes through in their interaction with a company. It aims to understand the customer’s needs, emotions, and motivations at each stage of the journey.
The importance of customer journey mapping lies in its ability to improve the customer experience by identifying pain points and opportunities for optimization. By mapping the journey, companies can comprehensively understand the customer’s perspective and use this information to enhance the overall experience, increase customer satisfaction, and drive loyalty.
Customer journey mapping helps companies to align their operations and messaging with customer expectations, leading to more efficient and effective communication and improved customer experiences.
“The customer journey map is a tool to help you understand what your customers are thinking and feeling as they engage with your company.” – Jeannie Walters, customer experience consultant and author of “The Customer Journey: Mapping the Future of Your Brand.”
The concept of customer journey mapping has its roots in the fields of marketing and customer experience design. It is a relatively recent development, with the first recorded use of the term dating back to the early 2000s. However, the practice of mapping customer interactions with a company can be traced back to the early days of market research and customer satisfaction studies.
Other names, including customer experience mapping, customer journey design, and customer journey visualization, sometimes refer to customer journey mapping.
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Regardless of the name, the underlying process and goals remain the same: to create a comprehensive understanding of the customer’s experiences and use this information to improve the customer experience.
It has become an increasingly important tool for companies looking to improve the customer experience and is widely recognized as a valuable method for understanding and optimizing customer interactions.
Signs a Brand Would Benefit from Customer Journey Mapping
Decreased customer satisfaction: If a brand is experiencing a decrease in customer satisfaction or loyalty, it may be a sign that the customer journey needs to be reevaluated.
Increased customer complaints: An increase in customer complaints can indicate pain points in the customer journey that need to be addressed.
Decreased conversion rates: A decrease in conversion rates can indicate issues in the customer journey that prevent customers from making a purchase.
Increased churn: An increase in customer churn can indicate that the customer experience is not meeting expectations and needs to be improved.
Touchpoints and Pain points
The customer journey refers to a customer’s experiences with a company, from initial brand awareness to post-purchase evaluation. Understanding the customer journey is critical for companies looking to improve the customer experience and increase customer satisfaction.
The key components of the customer journey include touchpoints and pain points. Touchpoints are the moments of interaction between a customer and a company, such as a visit to a website, a phone call, or an in-store purchase.
Pain points are the parts of the customer journey that cause frustration or dissatisfaction. These can include long wait times, confusing navigation on a website, or poor product quality.
Understanding touchpoints and pain points are essential to map the customer journey effectively. Touchpoints provide insights into the customer’s motivations and needs at each stage of the journey, while pain points indicate areas for improvement. By identifying and addressing pain points, companies can create a more seamless and enjoyable customer experience.
Here’s a fictional example of a customer journey map for a company that sells luxury skincare products:
Industry: Luxury Skincare Marketing Personas:
Persona 1: “The Health-Conscious Beauty Enthusiast” – A young professional who values natural and organic products and prioritizes self-care.
Persona 2: “The Anti-Aging Advocate” – A mature individual who is looking for skincare products that address ageing and wrinkling.
The Customer Journey:
Awareness: The customer becomes aware of the company through social media, influencer partnerships, and recommendations from friends.
Consideration: The customer starts researching the company’s products and reviews online. They may also attend a skincare event or visit a store to try the products.
Purchase: The customer purchases online or in-store and receives personalized recommendations based on their skin type and concerns.
Delivery: The customer receives the products and begins using them, receiving regular follow-up emails and phone calls from the company to ensure satisfaction.
Loyalty: The customer continues using the products and becomes loyal, referring friends and family to the company.
Advocacy: The customer may become a brand advocate, sharing positive reviews and experiences online and attending events on behalf of the company.
Pain Points:
Difficulty finding the right products for their skin type and concerns
Lack of personal attention and support during the purchasing process
Lack of clear instructions and usage guidelines
Inconsistent results with the products
Key Touchpoints:
Social media and influencer partnerships
In-store events and product demonstrations
Personalized recommendations and follow-up calls
Clear instructions and usage guidelines
The Benefits of Customer Journey Mapping
One of the key benefits of customer journey mapping is increased customer satisfaction. By identifying and addressing pain points, companies can create a more seamless and enjoyable customer experience. This can lead to higher levels of customer satisfaction and improved brand loyalty. Customers with a positive experience with a company are more likely to return and recommend the brand to others.
Another benefit of customer journey mapping is improved brand loyalty. By understanding the customer’s experiences, companies can align their operations and messaging with customer expectations. This can lead to more efficient and effective communication and a stronger emotional connection between the customer and the brand. This, in turn, can drive customer loyalty and encourage repeat business.
The benefits of customer journey mapping are evident, from increased customer satisfaction and improved brand loyalty to more efficient operations and better communication. By mapping the customer journey, companies can gain a comprehensive understanding of the customer’s experiences and use this information to drive improvements and create a more positive customer experience.
Gathering Customer Feedback
Gathering customer feedback is an essential component of the customer journey mapping process. It provides valuable insights into the customer’s experiences and helps companies understand their needs, motivations, and pain points. Customer feedback is a powerful tool for informing the customer journey mapping process and driving improvements in the customer experience.
There are various methods for gathering customer feedback, including surveys, focus groups, and online reviews. Each method has its strengths and weaknesses, and the best approach will depend on the specific goals and needs of the company. For example, online reviews can provide a wealth of information about customer experiences, while focus groups can offer more in-depth and personalized insights.
It is important to use customer feedback to inform the customer journey mapping process. Companies can use this information to identify pain points and opportunities for improvement, as well as to gain a deeper understanding of the customer’s needs and motivations. By incorporating customer feedback into the customer journey mapping process, companies can create a more accurate and comprehensive representation of the customer’s experiences.
By using customer feedback to inform the customer journey mapping process, companies can create a more accurate and comprehensive representation of the customer’s experiences and drive improvements in the customer experience.
The Importance of Empathy in Customer Journey Mapping
Empathy is a critical component of customer journey mapping, as it allows companies to understand the customer’s experiences from their perspective. Empathy helps companies to understand the customer’s needs, motivations, and pain points and to create a more accurate representation of the customer journey.
By incorporating empathy into the customer journey mapping process, companies can understand the customer’s experiences more deeply. This can lead to more accurate and comprehensive mapping and improved customer experience design. Companies can use this information to identify pain points and opportunities for improvement and create a more seamless and enjoyable customer experience.
Empathy can also help companies to build stronger emotional connections with their customers. By understanding the customer’s experiences and needs, companies can align their operations and messaging with customer expectations. This can lead to more efficient and effective communication, improved brand loyalty, and increased customer satisfaction.
Brands that use Customer Journey Mapping
These are just a few examples of well-known brands that have used customer journey mapping to improve their customer experience and drive business success. Using this approach, these brands have identified areas for improvement, created more meaningful and memorable experiences for their customers, and ultimately differentiated themselves from their competitors.
Starbucks: Starbucks used customer journey mapping to understand its customers’ experiences with its mobile ordering app. By mapping the various touchpoints, the company could identify areas for improvement, such as reducing wait times and improving the ordering process. As a result, Starbucks improved the customer experience and increased customer satisfaction.
Amazon: Amazon is known for its exceptional customer experience, and customer journey mapping has been a key component of this. The company maps the customer journey across multiple touchpoints, including its website, delivery process, and customer service. By using customer journey mapping, Amazon is able to identify areas for improvement, such as streamlining the checkout process and improving delivery times.
Nike: Nike used customer journey mapping to understand its customers’ experiences in China. By mapping the customer journey, Nike identified areas for improvement, such as simplifying the online ordering process and improving product availability. These insights helped Nike to create a more seamless and personalized customer experience, increasing customer satisfaction and loyalty.
Apple: Apple has a reputation for delivering an exceptional customer experience, and customer journey mapping has been a key component of this. By mapping the customer journey across multiple touchpoints, such as its retail stores and online support, Apple is able to identify areas for improvement, such as streamlining the product return process and improving the in-store experience.
Creating a Customer Journey Map
Creating a customer journey map is crucial in improving the customer experience. By visualizing the customer’s experiences, companies can gain a deep understanding of the customer’s needs, motivations, and pain points and use this information to drive improvements and create a more positive customer experience.
Here is a step-by-step guide for creating a customer journey map:
Identify your customer segments: Start by identifying your key customer segments. This will help you to understand the different types of customers and their unique needs and experiences.
Gather customer feedback: Use various methods to gather customer feedback, such as surveys, focus groups, and online reviews. This information will provide valuable insights into the customer’s experiences and help you to identify pain points and opportunities for improvement.
Map out the customer journey: Create a visual representation of the customer’s experiences, including all key touchpoints. This can be done using various tools, such as flowcharts, diagrams, or mind maps.
Identify pain points: Use the information gathered from customer feedback to identify pain points in the customer journey. These are the points in the customer’s experience where they encounter frustration, confusion, or other negative emotions.
Analyze the data: Analyze the information gathered from customer feedback and the customer journey map to identify patterns and trends. This will help you to understand the customer’s needs and motivations and to create a more accurate representation of the customer journey.
Drive improvements: Use the information gathered from the customer journey mapping process to drive improvements in the customer experience. Identify opportunities to streamline processes, improve communication, and address pain points, and use this information to inform your customer experience design.
The Role of Data in Customer Journey Mapping
Data plays a critical role in customer journey mapping. There are a variety of data sources that companies can use to inform their customer journey mapping.
Some common sources of customer data include:
Surveys: Surveys can be used to gather customer feedback and insights into their experiences. This can include their motivations, pain points, and overall satisfaction with the customer experience.
Behavioural data: Behavioral data can be collected from a variety of sources, including website analytics, customer service logs, and sales data. This data can provide valuable insights into the customer’s actions and behaviours and help identify trends and patterns in the customer journey.
Customer feedback: Customer feedback can be collected through various channels, such as online reviews, focus groups, and customer service interactions. This information can provide valuable insights into the customer’s experiences and help to identify pain points and opportunities for improvement.
By collecting and analyzing customer data, companies can gain a deeper understanding of the customer’s experiences and use this information to improve customer experience. Data can inform your understanding of the customer journey and help create a more accurate representation of the customer’s experiences.
Implementing Changes Based on Customer Journey Mapping
Using the information gathered from the customer journey mapping process, companies can identify opportunities for process improvements and product modifications to help drive customer satisfaction and brand loyalty.
Here are some steps for implementing changes based on customer journey mapping:
Prioritize changes: Based on the customer journey map and the feedback gathered, prioritize the changes that will significantly impact the customer experience. This can include process improvements, product modifications, or changes to the customer service experience.
Design new processes and products: Use the insights gained from the customer journey mapping process to design new processes and products that address the customer’s pain points and meet their needs.
Test and iterate: Implement the changes in a controlled environment and gather customer feedback to evaluate the impact. Use this feedback to refine the changes and make further improvements.
Roll out changes: Once the changes have been tested and refined, roll out the changes to the entire customer base. Continuously monitor customer feedback to evaluate the impact of the changes and make further improvements as needed.
Stay flexible: The customer journey constantly evolves, and customer needs and expectations change over time. Stay flexible, gather customer feedback, and improve the customer experience as needed.
Companies can drive customer satisfaction and improve brand loyalty by prioritizing changes, designing new processes and products, testing and iterating, and continuously monitoring customer feedback.
Best Practices for Customer Journey Mapping
While customer journey mapping can be an effective tool for improving the customer experience, it is important to follow best practices to ensure success.
Here are some best practices for customer journey mapping:
Involve key stakeholders: Involve key stakeholders in the customer journey mapping process, including representatives from sales, marketing, customer service, and product development. This will ensure that all perspectives are considered and that the customer journey map accurately reflects the customer experience.
Use a data-driven approach: Use data to inform the customer journey mapping process. This includes customer feedback, website analytics, and sales data. This data can provide valuable insights into the customer’s experiences and help to identify pain points and opportunities for improvement.
Test changes before implementation: Before making any changes based on the customer journey map, it is crucial to test them in a controlled environment. This will help evaluate the changes’ impact and refine them before they are rolled out to the entire customer base.
Continuously monitor customer feedback: The customer journey constantly evolves, and customer needs and expectations change over time. Continuously monitor customer feedback to ensure the customer journey map accurately reflects the current customer experience.
Foster a customer-centric culture: Foster a customer-centric culture within the organization by prioritizing the customer journey. This includes regularly reviewing and updating the customer journey map and improving the customer experience as needed.
Negatives of Customer Journey Mapping
Time-consuming and resource-intensive: Customer journey mapping can be a time-consuming and resource-intensive process, especially for larger organizations with complex customer journeys.
Limited to current understanding: Customer journey mapping is only as good as the data and information used to create it. A brand needs to fully understand its customers and their journeys so that the resulting map accurately reflects reality.
Can be subjective: Customer journey mapping is often created by a team, which can lead to subjectivity and bias in the final map. To minimize this, it’s important to involve multiple stakeholders and gather data from various sources.
Frequency of Customer Journey Mapping
It’s recommended that a brand conduct customer journey mapping regularly, at least once a year or as needed, based on changes in the market, customer behaviour, and the brand’s offering. The frequency of customer journey mapping will depend on the size of the brand, the complexity of its customer journeys, and the speed at which the market and customer behaviour are changing.
What to Consider before Embarking on Customer Journey Mapping
Data collection: Before conducting customer journey mapping, it’s important to have a solid understanding of your customers, including their behaviours, preferences, and pain points. This information can be collected through surveys, focus groups, and customer interviews.
Stakeholder involvement: To ensure that customer journey mapping is comprehensive and accurate, it’s important to involve key stakeholders, including representatives from sales, marketing, customer service, and product development.
Clear goals: Before conducting customer journey mapping, it’s important to have clear goals and objectives, such as identifying areas for improvement, increasing customer satisfaction, or improving the overall customer experience. This will help guide the process and ensure that the resulting map is actionable and relevant.
The Role of Market Research in Customer Journey Mapping
Market research plays an important role in customer journey mapping. By gathering customer feedback and data, brands can gain a deeper understanding of their customer’s needs, motivations, and behaviours. This information can then be used to inform the creation and refinement of the customer journey map, ensuring that it accurately reflects the customer experience.
Customer journey mapping is a critical component of a brand’s customer-centric strategy, and market research is essential in ensuring that it is based on accurate and up-to-date information. By combining these two approaches, brands can create a customer experience that exceeds customer expectations and drives business success.
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When the US home improvement retailer Home Depot attempted to enter the Japanese market in the 1990s, it failed to gain traction due to intense competition from local retailers and cultural differences. And when UK supermarket giant Tesco attempted to enter the Japanese market in 2003, it failed to gain a foothold and eventually withdrew from the market in 2011.
These examples demonstrate that foreign brands must understand the local market and consumer preferences to be successful in Japan. Brands must also be willing to make the necessary adaptations and investments to succeed in this highly competitive market.
Japanese consumers have unique cultural and societal influences that differentiate them from consumers in Western countries like the United States and the United Kingdom.
Brands looking to succeed in the Japanese market should consider these differences when developing their marketing and product strategies. Here are some key differences:
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Brand loyalty: Japanese consumers are often highly loyal to specific brands and may be more likely to purchase products from established brands they trust.
Attention to detail: Japanese consumers are known for their attention to detail and appreciate well-designed and well-crafted products. They also place a premium on functionality and practicality.
Quality expectations: Japanese consumers have high expectations for quality and place a premium on well-made and durable products.
Technical sophistication: Japanese consumers are known for their technical sophistication and are often early adopters of new technology and products.
Environmentalism: Japanese consumers are increasingly environmentally conscious and may be more likely to purchase environmentally friendly products.
Retail culture: Retail culture in Japan is different from that in Western countries, with a strong emphasis on in-store experiences and customer service.
Fashion and beauty: Japanese consumers place a strong emphasis on fashion and beauty, and they are known for their unique and eclectic sense of style.
Below are eight important considerations brands should research and understand before launching their product or service into the Japanese market.
1. Cultural sensitivity: Understanding Japanese cultural norms and customs is crucial for a successful product launch.
Cultural sensitivity is an important consideration for brands looking to bring a product into Japan, as cultural norms and values play a significant role in shaping consumer behaviour.
Brands should take the time to understand the local culture and customs and tailor their offerings accordingly.
Here are some key points to consider when it comes to cultural sensitivity in the Japanese market:
Respect for tradition: Japan has a rich cultural heritage and tradition, and brands should respect and be mindful of these cultural values.
Attention to detail: Japanese consumers have high expectations for detail and quality in products, packaging, and marketing materials. Brands should ensure that their offerings meet these expectations.
Honorific language: In Japan, it is important to use appropriate honorific language when communicating with consumers, especially in advertising and marketing materials.
Social customs: Understanding and respecting social customs, such as gift-giving, is important in building relationships with customers.
Sensitivity to local customs: Brands should be sensitive to local customs, such as the preference for modesty in dress and advertising, and avoid causing offense.
2. Local regulations: Familiarising with the local laws and regulations regarding product labelling, packaging, and marketing materials.
Local regulations are important for brands looking to bring a product into Japan as they impact product labelling, packaging, and marketing materials.
Brands must comply with local regulations when bringing a product into Japan. This helps avoid legal and financial issues and ensures that the product is well received by the market.
Here are some key points to consider when it comes to local regulations in the Japanese market:
Product labelling: Labeling requirements in Japan are stringent, and brands should ensure that their products meet all the required regulations, including health and safety standards, labelling information, and warnings.
Packaging regulations: Packaging regulations in Japan are also strict, and brands should ensure that their packaging is compliant with local standards and regulations.
Marketing materials: Marketing materials such as advertisements and promotional materials should also comply with local regulations, including guidelines on product claims, testimonials, and endorsements.
Import restrictions: Brands should also be aware of import restrictions on certain products, including food, pharmaceuticals, and chemicals.
Environmental regulations: Japan has strict environmental regulations, and brands should ensure that their products and manufacturing processes meet these standards.
3. Distribution channels: Identifying and partnering with the right distribution channels in Japan is crucial.
Identifying and partnering with the right distribution channels is crucial for brands looking to bring a product into Japan as it affects the reach and success of the product in the market.
Choosing the proper distribution channels is critical to the success of a product in the Japanese market. Brands should carefully consider their options and build strong relationships with their distribution partners to ensure the product reaches the right customers.
Here are some key points to consider when it comes to distribution channels in the Japanese market:
Retail landscape: Japan has a complex retail landscape, with a mix of large chain stores, speciality stores, and online retailers. Brands should understand the different channels and choose the most suitable ones for their product.
Wholesale vs. Direct Sales: Brands should consider selling their products directly to consumers or through a wholesale distribution channel. Direct sales may offer more control over pricing and product positioning, but wholesale distribution can provide a wider reach and lower costs.
Importance of relationships: In Japan, relationships play a crucial role in business, and brands should take the time to build strong relationships with distribution partners.
E-commerce: Online retail is becoming increasingly important in Japan, and brands should consider an e-commerce strategy as part of their distribution plan.
4. Consumer behaviour: Understanding Japanese consumers’ unique buying habits and preferences can help a brand tailor its offerings accordingly.
Understanding consumer behaviour is crucial for brands looking to bring a product into Japan, as it can impact product positioning, marketing, and sales.
Brands should research consumer preferences, trends, and buying habits to ensure that their product offerings resonate with the local market.
Here are some key points to consider when it comes to consumer behaviour in the Japanese market:
Brand loyalty: Japanese consumers tend to be highly loyal to brands and often make purchasing decisions based on brand reputation and quality.
Quality over price: Japanese consumers place a high value on quality and are often willing to pay a premium for products that meet their expectations.
Attention to detail: Japanese consumers are known for their attention to detail, and they appreciate well-designed and well-made products.
Health and wellness: Health and wellness are important concerns for Japanese consumers, and brands should consider these needs when developing their products.
Trends: Keep up-to-date with the latest consumer trends in Japan, as they can change quickly and impact consumer preferences.
Advertising: Advertising and marketing strategies should be tailored to meet the needs and preferences of Japanese consumers.
5. Language: Communication in the local language is key, and translated materials should be culturally appropriate and high-quality.
Language is an important consideration for brands looking to bring a product into Japan as it impacts product labelling, packaging, marketing, and customer service.
Brands should ensure that they communicate effectively with customers, use the appropriate language, and adapt their products to meet local preferences. This can build trust and credibility with Japanese consumers and ensure a successful product launch.
Here are some key points to consider when it comes to language in the Japanese market:
Official language: Japanese is the official language of Japan and is widely spoken by the population. Brands should ensure that their product labelling, packaging, and marketing materials are translated accurately into Japanese.
Localisation: Brands should also consider localisation, which means adapting the product to meet the cultural and linguistic norms of the local market. This can include changing product names, packaging design, and marketing materials to reflect local preferences.
Customer service: Brands should ensure that they have a customer service team that can communicate effectively with Japanese customers in their language.
Language skills: Brands should invest in language training for employees working in the Japanese market to ensure effective communication and a smooth transition.
6. Product adaptions: Packaging size, product specifications, and ingredients may need to be adapted for the Japanese market.
Product adaptation is the process of modifying a product to meet the specific needs and preferences of a local market and is an important consideration for brands looking to bring a product into Japan.
Brands should take the time to understand local consumer preferences and requirements and make the necessary adaptations to ensure that their products meet local needs and regulations. This can build trust and credibility with Japanese consumers and increase their chances of success in the market.
Here are some key points to consider when it comes to product adaptation in the Japanese market:
Cultural differences: Brands should be mindful of cultural differences in Japan and how they may impact product design and features. For example, products may need to be modified to fit smaller living spaces or meet local safety regulations.
Consumer preferences: Brands should conduct market research to understand local consumer preferences and make necessary product adaptions to meet their needs. For example, local consumers may prefer different colours, sizes, or materials.
Technical requirements: Brands should ensure that their products meet the technical requirements in Japan, including certifications and regulatory approvals.
Local suppliers: Brands may need to source local suppliers for raw materials or components to ensure that the product is manufactured in compliance with local regulations.
After-sales support: Brands should also consider after-sales support when making product adaptations, as local consumers may have different expectations for customer service and repair services.
7. Quality expectations: Japanese consumers have high expectations for product quality, so brands need to ensure that their offerings meet these expectations.
Quality expectations are critical for brands looking to bring a product into Japan, as they can significantly impact product success.
Brands should ensure that their products meet Japanese consumers’ high standards, focus on building a positive brand image, and provide excellent after-sales support to meet customer needs. This can help to build trust and credibility with Japanese consumers and increase their chances of success in the market.
Here are some key points to consider when it comes to quality expectations in the Japanese market:
High standards: Japanese consumers have a high expectation for quality, and they place a premium on products that are well-made and durable. Brands should ensure that their products meet these quality standards to succeed in the market.
Attention to detail: Japanese consumers are known for their attention to detail, and they appreciate well-designed and well-crafted products. Brands should focus on ensuring that their products are of the highest quality, emphasizing attention to detail.
Brand reputation: Quality expectations are closely tied to brand reputation in Japan, and consumers will often make purchasing decisions based on a brand’s reputation for quality. Brands should focus on building a positive brand image to increase their chances of success in the market.
After-sales support: Quality expectations also extend to after-sales support, and Japanese consumers expect that their products will be repaired or replaced if they fail. Brands should have a robust after-sales support system to meet these expectations.
8. Marketing strategies: Developing a marketing strategy that resonates with Japanese consumers is important, including considering local social media and influencer marketing.
Marketing strategies are an important consideration for brands looking to bring a product into Japan, as they can significantly impact product success.
Brands should take the time to understand local consumer behaviour and cultural differences and tailor their marketing strategies accordingly. This can help to build brand awareness and reach the right target audience, increasing the chances of success in the market.
Here are some key points to consider when it comes to marketing strategies in the Japanese market:
Cultural differences: Brands should be mindful of cultural differences in Japan and tailor their marketing strategies accordingly. For example, marketing materials may need to be modified to reflect local preferences and cultural norms.
Consumer behaviour: Brands should conduct market research to understand local consumer behaviour, including purchasing habits and preferred marketing channels. This information can be used to inform the development of a targeted marketing strategy.
Local media: Brands should consider using local media, such as television, newspapers, and magazines, to reach their target audience in Japan.
Digital marketing: Digital marketing is becoming increasingly important in Japan, and brands should consider using digital channels, such as social media, email marketing, and search engine optimization (SEO), to reach their target audience.
Influencer marketing: Influencer marketing is also becoming popular in Japan, and brands may consider partnering with local influencers to reach their target audience.
Market research can help companies and their brands understand the unique business landscape in Japan. For more information on how to develop a successful market entry strategy for Japan, read our blog, How to Develop a Market Entry Strategy in Japan
If you are interested in Kadence’s market research capabilities in Japan, download our agency credentials document here or submit a Request for Proposal here.
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Focus groups are a qualitative market research method involving a small, diverse group of participants brought together to discuss a particular topic, product, or service. Through facilitated discussion, they uncover deeper insights into consumer attitudes, opinions, behaviours, and emotional drivers—insights that are often missed in quantitative research.
Also referred to as ‘group interviews’ or ‘group discussions,’ focus groups are employed across industries—from market research and psychology to sociology and policy analysis. They help organisations understand how people think, feel, and make decisions in a social setting.
Brands use focus groups to better understand their target audiences—exploring consumer language, reactions, unmet needs, and how people respond to product positioning or messaging. The qualitative nature of focus groups allows for nuance that standardised surveys cannot capture.
Focus groups offer several key advantages. They enable researchers to explore not just what people say, but how they say it—capturing nonverbal cues, tone, and the dynamics between participants. When the research goal is exploratory or emotive, focus groups often yield richer insight than structured surveys or polls.
While focus groups are powerful tools, they’re not without limitations. Discussions can be influenced by dominant voices, moderator bias, or social desirability effects. And because the sample size is small, results are directional—not statistically representative.
“Focus groups are projected to represent 18% of the global qualitative research market by 2025, highlighting their ongoing importance in understanding consumer behaviour.”
Source: Statista Market Research Forecast.
The Origins of Focus Groups
First developed in the 1940s, focus groups were initially used to gauge public reactions to wartime messaging and consumer products. Since then, they’ve evolved into a staple of modern research, spanning industries from advertising and media to healthcare and policy.
TThe conceptual foundation of focus groups was laid by Paul Lazarsfeld and sociologist Robert K. Merton at the Bureau of Applied Social Research. Merton, often called the “father of focus groups,” coined the term to highlight both the collective nature of the session and the central focus of discussion.
One of the earliest documented focus groups was conducted during World War II to assess reactions to anti-Nazi radio broadcasts. As public sentiment was hesitant about entering the war, researchers invited participants to listen to recordings and register their reactions in real time—pressing buttons to indicate approval or disapproval.
The Mechanics of Running Focus Groups
Selecting focus groups as a research method requires a thoughtful approach—starting with a clear understanding of the target audience, the specific research objectives, and the available resources. These foundational decisions shape everything from recruitment criteria to how insights will be applied.
A well-crafted discussion guide is vital to making a focus group productive. It helps the moderator maintain structure while allowing the conversation to flow naturally. A skilled moderator will balance guidance with openness—ensuring rich discussion without leading participants.
A discussion guide is a structured outline of questions and prompts used by the moderator to steer the session while keeping it open and exploratory. It ensures key topics are addressed without turning the conversation into a rigid interview. Think of it as a flexible roadmap—designed to keep the discussion on course without stifling spontaneity.
Also, read “The importance and types of Research Design” here.
A typical discussion guide includes the following components:
Introduction – Briefs participants on the session’s purpose and sets expectations.
Objectives – Clarifies the key goals that the discussion should uncover.
Open-ended Questions – Encourages free-form responses and deeper insights, forming the core of the discussion.
Probes – Follow-ups or clarifiers used to dig deeper into specific statements or ideas.
Group Activities – Exercises that spark creativity, collaboration, or prioritisation.
Closing Discussion – Summarises key points and invites final reflections or overlooked insights.
Most focus groups involve 6 to 10 participants in a guided discussion led by a trained moderator. Participants are selected to reflect the target audience for a specific product, service, or concept. Sessions typically last between 60 and 120 minutes, with participants compensated—often with cash or a gift voucher—for their time and contributions.
Confidentiality is a cornerstone of focus group research. Brands typically ask participants to sign non-disclosure agreements (NDAs) and ensure discussions are held in private, secure environments. This builds trust and encourages more open, candid feedback.
Grouping participants by key demographics—such as age, income, education, or gender—is common practice in focus group research. These categories often shape how people interpret products, services, or messages. Segmenting by demographics allows researchers to draw clearer insights into how different groups think, feel, and behave.
In some cases, grouping by usage behaviour or product experience may be more relevant than demographics. For example, segmenting by first-time users versus regular users can reveal different attitudes. If the study already targets a specific demographic, further segmentation may not be necessary.
Ultimately, participant grouping should align with the research question and study objectives. Researchers must determine which variables—be it demographics, usage, or attitudes—will generate the most actionable insights.
Focus groups are often held in dedicated research facilities or rented venues tailored for qualitative sessions. These spaces are designed to offer a professional yet comfortable environment, equipped with everything needed to ensure the session runs smoothly—from recording technology to observation rooms.
Characteristics of a professional focus group facility often include:
Privacy – Soundproofing and restricted access to ensure confidential discussion.
Comfort – Ergonomic seating and ambient lighting to help participants feel at ease.
Technology – Tools for audio/video recording, live streaming, and presentations.
Observation Room – One-way mirrors or video feeds for unobtrusive client and researcher viewing.
Breakout Rooms – Spaces for smaller group sessions or follow-up interviews.
Control Room – A hub for managing recordings and technical aspects.
Reception Area – Where participants are welcomed, briefed, and prepared.
Catering – Light refreshments to maintain energy and foster a relaxed setting.
A standard focus group agenda might include:
Introduction – Moderator welcomes participants and outlines the purpose of the session.
Icebreaker – A light activity to build rapport and reduce social tension.
Participant Background – Gathering demographic or contextual details to support segmentation.
Core Discussion Topics – Open-ended questions aligned with research goals.
Group Activities – Brainstorming, ranking exercises, or concept testing.
Break – A short intermission, especially for sessions longer than 90 minutes.
Closing Discussion – Recap of key points and space for final reflections.
Wrap-Up – Moderator thanks participants, explains next steps, and discusses compensation.
Every agenda should be tailored to the session’s objectives, research questions, and timing. Depending on the brief, it may also include product testing, creative mock-ups, or ad concept reviews to prompt participant reactions.
Sample questions used in focus groups might include:
“What are your first impressions of this product or service?”
“What would motivate or prevent you from choosing it?”
“How does this compare to other options you’ve used or seen?”
These open-ended prompts are designed to surface honest opinions, reveal trade-offs, and expose emotional responses—insight that can guide messaging, design, and strategy.
Focus groups continue to be one of the most popular qualitative research methods, with over 75% of market research professionals stating they have used them in the last year.”
Source: GreenBook Research Industry Trends (GRIT) Report.
The Role of a Focus Group Moderator
A skilled moderator is critical to the success of a focus group. Their role is to create an open, focused environment that encourages diverse perspectives. Key responsibilities include:
Keeping the conversation aligned with research objectives
Ensuring all participants have the opportunity to speak
Maintaining a respectful and balanced dynamic within the group
Moderators often come from backgrounds in marketing, sociology, psychology, or behavioural sciences. While educational requirements vary by industry, a bachelor’s degree in a related field is typically preferred—along with hands-on experience in research. A strong foundation in qualitative methods and data analysis is essential, especially when the moderator is involved in reporting or synthesis.
Beyond qualifications, the most effective moderators possess strong communication skills, empathy, and the ability to read group dynamics in real time. They must lead discussions with confidence—guiding without influencing—and adapt when conversations veer off track or become dominated by one voice.
Working with an experienced moderator is strongly recommended. Brands can engage focus group specialists through research consultancies like Kadence International, which offer both moderation and end-to-end project delivery. Alternatively, independent moderators can be sourced via professional networks, provided their expertise aligns with the research brief.
What are the Benefits of Focus Group Research?
Focus groups offer several compelling advantages for brands and researchers alike:
Rich insights – Participants share detailed views, stories, and emotional responses that quantitative surveys may miss.
Dynamic interaction – The group setting enables participants to challenge, build upon, or clarify one another’s thoughts, often leading to unexpected insights.
Adaptability – Focus groups can be tailored to explore a broad range of topics—from brand perception and packaging to service experience and ad concepts.
Cost-effectiveness (relatively) – While more expensive than surveys, they often cost less than conducting multiple in-depth interviews for similar depth.
Observational value – Researchers can interpret tone, body language, and group dynamics, adding context to participant responses.
Real-world simulation – Sessions can be designed to mimic consumer environments, offering clues about how a product or service will be experienced in the real world.
What are the Drawbacks of Focus Groups?
Focus groups aren’t without limitations. Key drawbacks to consider include:
Group bias – Social pressure or dominant voices may influence participant responses, reducing authenticity.
Recruitment bias – Participants may not fully reflect the target population, especially if incentives attract a narrow type of respondent.
Cost and logistics – Compared to surveys, focus groups involve more planning, coordination, and expense.
Time intensity – To gain meaningful insights, multiple sessions may be required—each involving setup, moderation, and analysis.
Moderator influence – The tone and behaviour of the moderator can unintentionally steer the conversation, impacting the neutrality of the results.
To mitigate these potential negatives, it’s crucial to conduct focus groups as part of a more extensive research study and to carefully consider the recruitment, moderation, and data analysis methods to ensure the results are reliable and valid.
Despite the rise of online surveys, focus groups remain a go-to for 68% of researchers when in-depth consumer insights are needed.”
Source: ESOMAR Global Market Research Report.
What Can Go Wrong in a Focus Group?
Even well-designed sessions can face challenges. Issues that may arise include:
Uneven participation – Some attendees may stay quiet or disengaged, reducing the diversity of input.
Dominant voices – A vocal participant might steer the conversation or suppress dissenting views.
Technical problems – Equipment failures or poor audio quality can compromise recording and analysis.
Groupthink – Participants may echo the majority opinion rather than sharing their own views.
Ethical oversights – Without proper consent and briefing, participants may feel exposed or misled.
Skilled moderation and robust planning help minimise these risks—ensuring the insights collected are both rich and reliable.
“Groupthink” occurs when participants align with dominant opinions rather than expressing their true thoughts. To reduce its impact:
Encourage diverse viewpoints early in the session.
Ask participants to write down initial thoughts before sharing aloud.
Use open-ended and probing questions.
Consider smaller breakout groups to foster independent thinking.
Keep the moderator neutral in tone and body language.
The goal isn’t to eliminate group dynamics but to create conditions that support independent and authentic contributions.
Comparison of Focus Groups vs. Other Research Methods
Research Method
Key Characteristics
Best Used For
Pros
Cons
Focus Groups
Small group of participants discussing a topic in a moderated setting.
Gaining in-depth qualitative insights, exploring new concepts, understanding consumer behaviors and attitudes.
Rich qualitative data, non-verbal communication insights, group dynamics, real-time discussion.
Potential for groupthink, smaller sample size, more expensive than surveys.
Surveys
Structured questionnaires filled out by individual participants.
Collecting quantitative data from a larger sample size.
Cost-effective, large sample size, quick data collection.
Lack of in-depth insights, no group dynamics, limited ability to explore complex topics.
In-depth Interviews
One-on-one conversations with participants to gather detailed qualitative insights.
Exploring individual behaviors, motivations, and attitudes deeply.
Detailed, rich data, no influence from group dynamics.
Time-consuming, more expensive, limited to individual perspectives.
Ethnographic Research
Observing participants in their natural environment to understand behaviors and interactions in real-world contexts.
Understanding behaviors in natural settings, product usability, consumer habits.
Time-consuming, requires high investment, difficult to scale.
Online Communities
A virtual group of participants who engage in discussions over time, usually in an online forum or community setting.
Building deeper engagement with a community over time, exploring evolving consumer attitudes and behaviors.
Flexible, participants can engage over time, good for long-term studies.
Participants may drop off, online setting limits non-verbal cues and immediate feedback.
Which is Better – Focus Groups or Surveys?
Focus groups and surveys serve different—but often complementary—purposes. Focus groups are ideal for exploring emotional reactions, uncovering motivations, and observing group dynamics and nonverbal cues. They are especially useful in early-stage concept testing or when the objective is to understand why people think or behave a certain way.
Qualitative surveys, by contrast, allow for broader reach. They’re faster to deploy, less costly, and better suited to gathering directional input from a more diverse or geographically dispersed audience.
Neither method is “better”—it depends on your goals. Many successful research programmes integrate both approaches, using surveys for breadth and focus groups for depth.
When Are Focus Groups the Right Choice?
Focus groups are ideal when your goal is to explore attitudes, emotions, and reactions in a social context. They shine in early-stage research—when you’re testing concepts, messaging, or creative stimuli—and you want to understand why people think and feel the way they do. The group format allows for layered insights that emerge through discussion, disagreement, and shared storytelling.
But they’re not always the right tool. In-depth interviews are better for sensitive topics or when individual experience matters more than group interaction. For longitudinal insight or real-time collaboration, online communities or mobile diaries might be more effective.
The best research designs don’t ask which method is best—they ask which combination provides the fullest picture.
How to Get the Most from Your Next Focus Group
Getting powerful insights from a focus group isn’t just about asking good questions—it’s about how the session is designed, moderated, and analysed. Here are five ways to increase the impact of your next group:
Be laser-focused on your objective. Every element—from the screener to the guide—should align with what you need to learn.
Recruit for attitudes, not just demographics. Surface-level segmentation won’t reveal much if participants don’t care about the topic.
Pilot your guide. Even five minutes of rehearsal can catch confusing phrasing or structural issues.
Watch the energy in the room. Great moderators know when to dig, when to pivot, and when to let silence do the work.
Debrief while it’s fresh. Insight fades quickly if observations and hunches aren’t captured immediately after the session.
A well-run focus group doesn’t just capture opinion—it surfaces unmet needs, emotional triggers, and the language consumers use to describe their world.
Market research consultancies like Kadence International support brands throughout the entire focus group process, from recruitment and moderation to analysis and strategic application of insights.
If you’re exploring whether focus groups are the right fit for your research goals, submit a brief and one of our team members will get in touch to advise on next steps.
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A Summary of our latest report —Feeling Good: Powering the Next Generation of Fitness and Medtech.
Today’s consumer is spending less on acquiring things and more on doing things, and this trend is making its way into the fitness and medical industries.
Research shows that when consumers feel good about their fitness regimen, they are more likely to continue the program. In short, the outcome consumers are looking for is not just looking good; but also feeling good.
So what do consumers want from their fitness routines? And what do they want from their gym experience?
Keep up to date with the latest insights from our research as well as all our company news in our free monthly newsletter.
This report examines the top technology trends in the health, fitness, and medical industries. Download the complete report here.
Trend 1: Wearing your heart on your sleeve
You will see wearable fitness devices on professional marathon runners, casual gym-goers, and even those attempting to become more active.
The simple steps tracker has evolved into our trusted health advisor, dietician, and fitness trainer.
It is no wonder, then, that worldwide shipments of wearable devices from 2020-2021 showed an increase of 27.2 percent.
The increased use of the Internet, 5G technologies, and constant innovations have made North America the dominant market, with a 38.6 percent market share. The Asia Pacific is the fastest-growing market.
Consumers are taking charge of their well-being with wearable technology.
Rising health awareness, a sedentary and hectic lifestyle, increasing healthcare costs, the growing prevalence of chronic diseases like diabetes and obesity, and the increasing popularity of the Internet of Things (IoT) are driving the market. As health and fitness took centre stage during the pandemic, it accelerated the adoption of wearable fitness trackers.
Trend 2: The growing application of wearable technology in the medical device Industry
The healthcare industry has seen the growing popularity of wearables significantly impacting the prevention and treatment of many chronic diseases.
The pandemic has changed our relationship with sleep and its therapeutic benefits. Consumers are more aware of the health benefits of quality sleep and are using sleep-tracking technology to understand their sleep patterns better.
Initially, North America led the world with the highest share of wearable device sales; however, the Asia Pacific region has recently grown leaps and bounds, becoming the fastest-growing region.
Also, read an in-depth analysis of why 1.4 million users are paying a premium for the Peloton bike.
Trend 4: Fitness apps and AI-powered personal trainers
The lockdown forced people to shift from physical gyms and fitness studios to virtual fitness classes, which led to a considerable number of apps being downloaded, giving an impetus to the fitness app market.
The increased prevalence of chronic diseases or diseases that prevail over the long term, like diabetes and obstructive pulmonary disease, is driving the growth of fitness and nutrition apps.
In 2020, we saw an uptick in downloads of mental wellness apps, as the pandemic and its repercussions propelled this growth. Developers of apps are delivering on market demand, as 20,000 mental apps are available for download today.
Many of these apps emphasise mindfulness and meditation and go beyond providing support from a traditional therapist. Mental health apps also offer professional online therapy sessions on the go.
While the number of app downloads is a good metric, returning users is the fundamental metric for an app’s success.
Companies are creating immersive fitness experiences by partnering with premium gaming and fitness brands.
This is bringing about a trend in fitness gamification, a new generation of immersive exercises and workouts using music, visuals, wearables, and instructors to offer users an exciting, immersive experience.
Data security risks are one of the biggest challenges we face as we move mountains in the fitness tech industry. These trackers can allow hackers to intercept personal data, and if the data is not adequately protected, it can make us vulnerable to unauthorised users accessing our information.
The future of wearable technologies is in the health and medical sectors. Although some companies, like Apple, have tight privacy controls for users, there is not enough research on wearable tech for digital health technologies’ security, data rights, and ethics.
The ubiquitous use of the Internet and smartphones and the shifting tendency toward healthier lifestyles and increased wellbeing have sparked significant growthin the global fitness and medical device technologies market.
This summary of the report, “The Asian Consumer: 4 Key Trends for the Next Normal,” examines the purchasing trends, consumer characteristics, and brand preferences of major Asian markets that embody a unique national and cultural identity.
If you want to grow your company’s presence in Asia, make sure you read the full report here.
This report is based on the analysis of local experts across Kadence International’s eight Asian offices: China, India, Singapore, Thailand, Vietnam, Indonesia, the Philippines, and Japan.
In this summary, let’s look at how four driving forces are changing the consumer landscape in major Asian markets.
Read the full report to determine what drives consumer interest and engagement in individual countries in the region.
Trend One: Changes in food and shopping patterns
Since the beginning of 2020, wet markets have taken a hit in popularity and accessibility throughout the Asia Pacific region, just like the rest of the world. This trend is unlikely to change substantially in the coming years, and therefore, Asian consumers are starting to look for food and grocery alternatives.
Read the full report to learn more about the impact of COVID19 on wet markets across major South Asian countries, including China, India, the Philippines, Vietnam, Singapore, and Indonesia.
There is a burgeoning demand for meal kits and prepared foods. Asian consumers are lured toward meal kits not only due to their convenience and simplicity but also the healthy food options and the high-quality food products included in these popular “Next Gen TV Dinners.”
Read the full report to discover the key players in the Meal Kits market in China.
While most industry experts don’t predict the demise of wet markets and wildlife trade any time soon, changes in Asian consumer behaviors and preferences in what food they eat and how they purchase it continue to evolve.
Adopt a Cow, a new entrant in dairy within China, capitalized on these changes to capture the dairy market that two leading Chinese dairy brands previously dominated. Adopt a Cow connected with China’s consumers in a way that spoke to their evolving tastes and behaviors.
Read this intriguing case study to discover how this new dairy brand broke into the market and faced its competition head-on, ultimately becoming the leading dairy company in China.
Trend Two: In the age of Zoom, work from home has altered how we work and live at home.
The WFH employment trend is destined to stay in some form well into 2022 and beyond. Even after the pandemic, the Asian workforce will continue working 80% from home in some hybrid form. For Asian consumers, this translates into not just the way they work, but even more so, a new relationship with the space in which they now both live and work.
Unlike workers in both China and Japan, employees in India prefer video conferences rather than in-person meetings. It is also interesting that companies in Asia do not embrace remote working options for their employees as readily as businesses in the West.
Japan has some of the lowest WFH employees in all of Asia. Like many households throughout the region, Japanese remote workers deal with small, overcrowded home environments and cramped spaces that are less conducive to productivity. In many parts of Japan, space has always been tight and comes at a premium.
Savvy homebuilders in Japan knew it was time to rethink the Tiny House model into Tiny Home Office structures.
Read the case study to learn how a real estate company found a market among those struggling to work in tight spaces at home with Tiny Home Office.
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Trend Three: Gen Z and the demand for customizable consumer goods.
Gen Z is poised to set market trends for many years to come.
According to McKinsey & Company, Asia’s consumerism is rapidly growing and expected to reach 3 billion by 2030, a 50 percent increase from today’s consuming class.
Discover how the convergence of personalization and social media influencers drives consumer engagement for Gen Z Asian consumers in the full report here.
To build a personal brand on TikTok, Gen Z Asian consumers feel the need to create a unique personal online identity. This is why they gravitate toward products that allow room for personalization, customization, and exclusivity.
While many major luxury brands have jumped on the customization trend, the best example of the popularity of personalization comes from a rubber shoe company.
Learn how Crocs exploded in the Asian Marketplace through customization and celebrity influencers.
India is among the top five nations globally in beauty and cosmetics manufacturing and distribution. Mass beauty in India possesses a market value of more than $11 billion, with an additional $3 billion if you add hair care and personal hygiene products. There is also a growing market for customizable beauty products.
Discover the exceptional opportunities for industry innovators entering the Indian beauty market in the case study when you download the full report here.
Trend Four: The rise of Electric Vehicles.
China is the global leader in electromobility, with a 5.75 percent market share of electric cars in the Asia Pacific region.
Even though September 2021 car sales in China took a 17 percent dip year over year, electric automobile sales in the country trended up with a jaw-dropping 355,000 registered electric vehicles that month. The year-over-year growth rate was more than 170 percent, and these Chinese consumer buying trends are expected to continue to grow well into the future.
Japan is lagging in this category with a 0.64% market share. India follows Japan occupying the seventh position with a relatively low 0.06% market share.
On the other hand, Singaporean consumers welcome the onset of the age of electric cars.
Sales of Teslas in Singapore have also substantially increased throughout 2021, rising from just 30 cars sold in the first six months of the year to nearly 500 in Q3 alone, even though these cars cost more than three times the cost of the US sticker price.
Read the full report to discover EV trends and consumer demand in all major countries in the region.
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Like virtually all aspects of modern life, the market research industry has undergone an explosive change in our COVID-19 pandemic era. While most of the principles of market research remain intact, brands worldwide have had to refine and modify their research methods as part of this “new reality.”
Generally speaking, market research starts with a “wide-angle” look at the spheres of influence upon a market (including new and changing customer behaviours, emerging industry trends, etc.), then zooms in on specific nuances within a target audience.
The data collection and analysis gained from in-depth market research offer brands “a clear and detailed understanding of what your customers want, what they already like, where they conduct their own research, and much more.” Understanding the broader context of a market enables companies to:
Gain insights into how customers use their products or services
Differentiate their offerings from competitors
Lay the groundwork for successful product upgrades or launches
Identify new opportunities for growth
These insights gained can set the tone and messaging for a brand’s marketing efforts both now and in the year to come.
Here’s a look at key trends in the market research industry today and what lies ahead on the horizon for 2022.
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Trend #1: Agility and Technology
Despite the changes wrought by the pandemic and other global forces, one factor remains constant: the continual evolution of technology underpinning advanced market research.
Advances in artificial intelligence (AI) and machine learning, for example, enable researchers to gather information from an increasingly wide range of distinct sources. These advances also contribute to a new emphasis on agile research and speed of insight. Various elements include:
Automation of routine research practices. Automating the more routine facets of research facilitates a speedier analysis and interpretation of findings. This helps researchers save considerable time and effort while winnowing down to what’s truly essential in their work.
Shorter and smarter polls and surveys. Employing surveys that can be positioned and distributed quickly (and which take respondents only a short time to fill out) are a further boon to the speed of analysis and insight. This approach involves identifying a “mobile-reliant” population that will actively engage in a poll or survey upon request, and within a brief period of time.
Ongoing research. Agile research equals ongoing research. In a global marketplace that’s continuously in flux, the insights garnered from one survey can dramatically change by the time a new survey is undertaken. In the same respect, researchers can expand on findings garnered from one survey to craft a new, more specialized survey that focuses on changing factors in the marketplace.
As we have stated before, “when you know your offerings suit current and emerging customer needs, your business will develop a reputation for being wholly customer-centric that your competitors can’t match.”
Trend #2: AI, Machine Learning, and Emotion
If 2021 is any guide, we can expect the avalanche of raw data to keep increasing in the year to come. The vast array of sources promises to generate more information than researchers can ever hope to compile and analyze on their own. That’s why AI and machine learning are invaluable for research purposes.
Emotion AI, for example, seeks to “decode” human emotion by analyzing voice patterns, eye movements, facial expressions, and a range of non-verbal cues—all designed to generate data that enhances a brand’s capacity for linking emotion to consumer behavioural patterns. By evaluating consumer responses to a proposed upgrade or new product launch, emotion AI can more precisely “read” human feelings and gauge the success or failure of a new venture.
As MIT Sloan notes, “New artificial intelligence technologies are learning and recognizing human emotions, and using that knowledge to improve everything from marketing campaigns to health care.”
Trend #3: Social Listening
Interacting directly with customers often yields the most pertinent data for marketing trends. But engaging in social listening can be an equally effective research method.
Social listening involves analyzing social media conversations and trends related to your brand to your industry. This extends beyond monitoring basic metrics such as “likes” or “mentions” or “followers,” with a focus instead on the buyer’s mood behind the data.
Customers frequently express their sentiments about products and services on popular social media platforms (Twitter, Facebook, Instagram, etc.). Market researchers can look at this as real-time feedback about customer preferences, brand awareness, the inroads made by competitors, etc.
In this respect, social listening offers a beneficial way of gauging customer sentiment (what they like and don’t like about the purchasing experience, preferences regarding how a purchase is made, and so on).
For effective social listening, research methodology can include the following actions:
Search on the most popular social platforms for branded keywords, phrases, or product names.
Explore customer review sections on platforms.
Learn about customer sentiments regarding competitors.
Anticipate potential new trends using Google Trends or other social media listening tools.
Identify relevant or industry-specific social media influencers.
Social listening should be “a critical component of any company’s marketing strategy, as it allows you to react and respond to customer sentiment — and gather data to make improvements in the way your business runs,” notes Reputation.com. In essence, social listening is like “your very own perpetual focus group, rich with constantly updated and actionable business intelligence.”
Trend #4: Longitudinal Studies
There has been a steady increase in longitudinal studies for long-range market research, and the trend will continue in 2022. This approach works most effectively when a brand wishes to continuously monitor a fixed sample of its target audience over a pre-determined timeframe.
Longitudinal studies, also known as continuous research, tracks consumer and market attitude trends over extended periods. To do so, researchers gather information from the same sources through a long-term methodology that yields insights into buying habits or consumer response to a new product or service launch.
Trend #5: DIY
Another emerging trend is the do-it-yourself (DIY) approach to market research. The proliferation of agile or smart research tools enables in-house teams to conduct surveys and other research activities, often using a centralized online platform. Types of DIY market research include:
Interviews with existing and potential customers through surveys, questionnaires, or focus groups
Segmentation of the target audience into clearly defined groups (demographic, behavioural, psychographic, and geographic)
Product testing, in many cases, before a brand reaches the initial production stage
Measuring satisfaction with loyal customers
DIY research should aim for gaining “insights into how happy your customers are and any specific areas they like or dislike.” This enables brands to:
Identify any areas of current (or potential) concern.
Drill down to core issues by identifying (and then interacting with) dissatisfied customers.
Determine what’s needed to improve customer attitudes and experiences.
One caveat worth mentioning regarding DIY marketing. As Forbes notes, “if you go to a third party [for market research], you’re going to likely get a different perspective than what you would get from your own team. There’s also a greater chance that the perspective you receive is an unbiased one, which is healthy” and potentially more insightful about what a target audience truly cares about.”
Trend #6: Aligning Brand Mission and Values with Customers
In 2022 and beyond, market research will continue to explore the value of aligning a company’s mission statement and the values of its customer base.
Gone are the days when a brand could tell consumers what it stands for and leave it at that. Today’s savvy customers do their research to determine if a brand “walks the walk,” particularly concerning those values consumers hold dear—be it the environment and sustainability, income inequality, racial harmony, and so on.
Consumers who prefer brands aligned with their values often become very loyal once they identify that brand. However, if and when customers detect a lack of consistency between what’s expressed in a mission statement and what actions a brand takes, they may abandon that company and seek out more compatible businesses to support.
In 2022, brands are encouraged to take a fresh look at their mission and values and how these are communicated to a target audience. Monitoring social media conversations around these values can illuminate the process of refining a company’s mission statement. It’s also an excellent opportunity to look into making a fresh commitment to support the causes and initiatives that a brand’s audience considers most valuable in their own lives.
Market research trends come and go, but the end result remains consistent from the past to the future. The primary objectives are always:
Improving products or services
Generating more sales
Delivering expected results
Enhancing customer service
Boosting customer retention
Market research supports the need for brands to maintain agility in an ever-shifting marketplace. Customer needs never remain static. If a brand meets current needs—and, better yet, anticipates future customer needs—its place in the global market will be stronger and more durable than that of its competitors.
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Each year, an average of 30,000 new products enter the marketplace (that’s enough to fill the average grocery store!), and 70% will fail to sustain or grow sales in the first two years.
How does a brand ensure that a new product stands out in the sea of competition? How does it increase the odds of success?
The key is to avoid a one-size-fits-all approach and instead get the correct product in front of the right customers at the proper time.
To achieve this level of specificity, brands must use proper market segmentation. This practice allows a company to focus its product development and marketing efforts narrowly.
What is market segmentation?
At its most basic, market segmenting is breaking a broad swath of potential customers into smaller customer groups with similar characteristics. A company can then design products and marketing campaigns tailored to the needs and interests of a particular target market.
Few companies have the resources to sell to a mass market. Most must focus their efforts to meet more limited budget constraints.
Market segmentation identifies the many different reasons people purchase products to help companies make smaller investments with more significant returns.
The more that a brand can narrow the audience for a new product, the more likely it can successfully sell to them. Rather than trying to persuade a generic customer base to buy a product they may or may not want, you can place the product in front of people who need it.
Benefits of market segmentation
Market segmentation provides valuable customer insights that can be used to create many positive business outcomes.
● Product development: By identifying narrow market segments and researching their specific needs, brands can create products that satisfy those exact pain points. These specialized offers will have little to no competition.
● Business growth: The more a company understands various market segments, the more it can expand by moving into new geographic areas, offering complementary products to existing customers, or creating new products to appeal to a previously uninterested audience.
● Optimized marketing: Using the insights from segmentation research, marketing teams can create highly targeted messages on the most relevant platforms. Even
better, they can make calculated decisions about media spend to reduce costs.
● Better distribution strategies: Knowing where and when your customers shop can help you change or tweak your distribution strategies to streamline and save money while improving customer satisfaction.
● Customer retention: Done well, market segmentation can create brand loyalty. When you’re able to anticipate and address a customer’s needs at every turn, they are far more likely to become repeat buyers and brand advocates.
A company that takes the time and energy to cultivate a deep understanding of its customers is almost guaranteed to have a competitive advantage. It’s far more likely to expand its market share and profits.
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Types of market segmentation
There are four main types of market segmentation, each of which offers a different method for identifying clear attributes unique to a particular group of customers.
Geographic segmentation
It can be helpful to group customers by a specific area—from a country down to a neighbourhood.
This approach is particularly effective for products and services that address localized concerns. This may include items affected by the weather (lawn care, clothing) or regional preferences (cuisine, sports, or other recreational activities).
To use geographic segmentation, break down potential customers by identifying characteristics such as state, county, zip code, climate, primary language, or population density.
Demographic segmentation
It’s helpful to group customers by quantifiable factors like age, income level, family size, religion, race, nationality, language, educational level, marital status, occupation, home ownership, political party affiliation, or income.
Demographic information is generally easy and affordable to access, which makes this type of segmentation one of the simplest to use.
A product may use demographic segmentation to position itself as the best solution for a specific type of person (for example, married men, 30 to 40 years old, who have a full-time job earning $100,000 or more and own a home).
Demographic segmentation may not be detailed enough to create distinct product differentiation. That’s why it’s often combined with another type of segmentation to narrow the customer group further.
Psychographic segmentation
One of the most detailed forms of market segmentation divides customers based on qualitative traits. These details can’t be easily measured like demographics and include things like values, habits, attitudes or opinions, personality, lifestyle or social status, and hobbies or activities.
Gathering psychographic information requires more effort and can be achieved using surveys, focus groups, interviews, and social media monitoring.
Once you’ve identified shared psychographics for a particular market segment, turn it into a statement. For example, “we help busy moms who want to serve their young children a home-cooked meal in 30 minutes or less.” Then, ask your target audience whether the statement resonates with them.
Very often, marketers like to combine psychographic segmentation with demographic segmentation to create very distinct customer groups.
Behavioural segmentation
Finally, another popular method of market segmentation is based on customer behaviour during the buying journey.
Behavioural segmentation considers actions like when shoppers become customers (acquisition), how customers use the product or service (user journey), how frequently they use it (engagement), how long they continue to use it (retention), and how often they make new purchases (loyalty).
This method can be complicated to execute but is likely to generate beneficial insights. It’s often the best way to identify opportunities for new products or markets and for improving existing offerings.
How to validate a segment
To be worthwhile, a segment must be clearly defined and unique. To test whether your potential market segment makes the grade, ask yourself these questions:
What does this segment value most about a product like ours?
What is the number one reason this segment chooses to buy a product like ours?
What is the buying journey for this segment (what content, platform, features are crucial)?
The answers to these questions must be based on data from actual research, not just your intuition or anecdotal experiences.
If you can easily and with great detail answer each of these questions, then your segment has great potential to be actionable and profitable.
If you don’t have clear answers, however, then you likely need to do more research or further refine the segment.
How to segment the market for a new product
The market segmentation process isn’t complicated. There are two major components—creating segments and executing a go-to-market plan—and a few significant considerations at each stage:
Customer Segments
Set an objective for what you hope to achieve through market segmentation (create a new product, better serve existing clients, find more profitable customers, etc.).
Identify which segmentation type or combination of types you’ll use, and assess the viability of your proposed market (Is it too large? Is it large enough?)
Conduct research by collecting hard data and anecdotal evidence related to your preferred segment. Avoid rushing this stage because it is the most crucial component of quality segmentation.
Compile your research and use it to determine which new products or marketing approaches you’ll use to target this segment.
Validate the offer or messaging with a representative sample of the segment using surveys, focus groups, and polls.
Go-To-Market Plan
Develop a launch plan using marketing and sales strategies relevant to the target segment.
Test the effectiveness of your strategy by implementing conversion tracking early.
Continue to execute the plan and monitor the results over time, adjusting as necessary.
To ensure the best results, companies may want to invest in marketing software. Many products will automatically segment customers into relevant groups, analyze the segments using interactive charts, and provide third-party data to improve results.
Market segmentation best practices
As you execute a market segmentation plan, watch out for these common mistakes that can negatively affect your results:
● Unaligned segments: The markets you target must harmonize with your company’s strategy and structure, rather than trying to conform your brand and offer to suit the segment.
● Segments that are too broad: Failing to make the segment narrow enough will allow the competition to gain an advantage by targeting a more clearly defined and like-minded portion of your segment.
● Segments that are too narrow: Focusing on too small of a segment will significantly limit the return on investment of your time and money.
● Too many segments: It’s tempting to pursue all of the potentially profitable segments you identify, but this can dilute resources and negatively affect revenues.
● Targeting people, not money: A perfectly aligned and well-sized segment is useless if its members don’t possess sufficient buying power. Focus on market segments that will create a positive ROI, even if they aren’t the largest or most glamorous.
● Never updating segments: People change, and those changes can come quickly in today’s global, tech-savvy world. Frequently revisit your segments and adjust as needed to remain relevant and competitive.
Market segmentation is a highly effective strategy, and it isn’t complicated. It can be time-consuming, however, and may be challenging if it’s a new approach for you and your marketing team. Expect mistakes as you execute this new approach.
Stick with it, though, because segmentation is an incredibly valuable process that shows customers that you genuinely understand them. Providing tailored products and messages that resonate with your customers’ specific needs will help your brand grow exponentially.
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