หมดยุคสัมภาษณ์ผู้บริโภคแล้ว บริษัทใหญ่ในญี่ปุ่นทำวิจัยตลาดอย่างไร | innovative wisdom

Introduction

This tutorial explores innovative market research methods used by large companies in Japan, as discussed in the video "หมดยุคสัมภาษณ์ผู้บริโภคแล้ว บริษัทใหญ่ในญี่ปุ่นทำวิจัยตลาดอย่างไร." We will examine how companies like Lion, Suntory, and Asahi implement unique strategies for gathering consumer insights and the implications for smaller businesses.

Step 1: Understanding Lion's Approach to Consumer Interviews

Lion has adopted a method of interviewing a single consumer to gather detailed insights. This approach allows for:

• In-depth Conversations: Focusing on one customer provides a deeper understanding of preferences and needs.
• Product Development: Lion recently launched a new fabric softener spray called "By Me," allowing customers to mix and match scents. This customization reflects consumer preferences effectively.

Practical Tip: If you're a small or medium-sized enterprise (SME), consider conducting similar one-on-one interviews to gather specific feedback on your products or services.

Step 2: Suntory's Unique Product Launch Strategy

Suntory has opted for a non-traditional marketing strategy for their new fruit tea, Gorocha. Key elements include:

• Minimal Promotion: They chose not to use social media for promotion, instead relying on strategic placement in select convenience stores and e-commerce.
• Direct Consumer Feedback: By observing sales and customer behavior in real-time, Suntory collects authentic data on consumer preferences.

Common Pitfall to Avoid: While this approach can yield valuable insights, ensure that your product is accessible enough for customers to try it, or you may miss critical feedback.

Step 3: Asahi's Rebranding Strategy

Asahi took a different route by reviving a product that had been off the market for a decade. Their process involved:

• Market Research Before Rebranding: They gathered initial ideas by interviewing loyal customers of the Asahi Draft Beer brand.
• Targeting Enthusiasts: Focusing on a core group that appreciates the brand helps tailor the marketing strategy to existing fans.

Real-World Application: If you’re considering reintroducing a product, engage with your past customers to understand their current sentiments and expectations.

Conclusion

The innovative market research techniques employed by Lion, Suntory, and Asahi illustrate a shift towards personalized and data-driven consumer engagement. For businesses, especially SMEs, adopting similar strategies, such as one-on-one interviews and observing consumer behavior without heavy promotion, can provide valuable insights. Consider implementing these techniques to better understand your customers and enhance your product offerings.