SUGATA Research

Case studies

"No business problem is ever the same and neither is our approach. We custom design each research program, drawing from a wide suite of techniques and aiming to understand issues from multiple perspectives. Here are just a few examples of our recent work…"

Case study 1

Skin Care Moblographies

To get up close to women's everyday skincare routines, we took a two stage approach combining mobile ethnography and follow-up discussion sessions.

For the first stage, our participants filmed themselves as they went about their daily rituals. Spreading the process over a series of days helped our self-ethnographers to get comfortable with the process for a natural take on things. A series of additional video-diary exercises helped provide deeper insight into their behaviour.

The recorded material went on to stimulate discussion in the second stage, as we worked with our participants to develop new concepts that would work with their routines. It also gave us a rich source of visual media to bring our findings alive for the final output.

Case study 2

A 'girls-night-out' in-facility

To get a deeper insight into what 'beauty' really means to young women, we tapped into the recent 'boom' for joshi-kai or 'girls-nights-out'.

In the comfort of our 'living room' style facility, we encouraged our young opinion leader target to set the scene, introducing themselves whilst they listened to their favourite music and shared their favourite snacks. Once the topic of beauty was introduced, there was almost no need for a moderator, as the young women went on to freely share their thoughts, tips and insecurities.

In the second half of the groups, we armed respondents with tablets and a mission to find material that could symbolize their own personal definition of beauty. The supportive atmosphere helped the group to release their creativity and gave us a multi-faceted view into emotional understandings of 'beauty'. Based on the findings, we went on to recommend and refine a positioning that helped contribute to a successful product launch.

Case study 3

Co-creating a new product concept

In order to fine-tune a new mobile accessory product release for Japan, we combined co-creation groups following a product trial and ethnographies.

A week's product trial, managed using our online research system provided a rich source of feedback for our team to produce material for the groups based on real issues and needs.

At the same time, a series of accompanied ethnographies helped our foreign client prepare for the co-creation sessions by getting them closer to the lives of our participants and providing insight into the broader cultural issues shaping how the devices would go on to be used.

For the final sessions, we brought together clients and participants to work together finding solutions to the issues that had been experienced and develop concepts for the next generation of products.

Case study 4

Real time Real feedback

The brief was how to get timely and cost effective feedback to feed into the development and design of a personal drug delivery system. Our response was a series of three co-creation sessions, bringing together designers with an Advisory Board of medical specialists.

In the initial face-to-face session, the research process was carefully explained and the designers and medical specialists were introduced. There was an initial feedback session on the prototype in development and on current devices in the market.

Based on this first session, the designers made improvements on the initial design. For the second and third sessions held 2 months and 4 months later, the specialists reconvened via teleconference. With the relationship already established, the group was able to hit the ground running, with both sides openly suggesting new possibilities and ideas.

The process helped connect the design team with those recommending products to end-users, giving them access to a level of frank and personal feedback that they had not previously experienced. This played a big role in shaping the final product.

Case study 5

ECO ideas visually brought to life

Coupling our jointly developed opinion leader panels with an idea generation workshop proved a great success.

Our clients wanted to develop some ideas around an 'eco' theme that they could utilize in on-going product and package development. This provided an ideal opportunity to get brand, new product and R&D teams together with the opinion leader panel to really raise the creative bar.

Several open table sessions in one large room created a lively and stimulating environment. As ideas were generated they were visually brought to life by professional artists and then fed back into the creative process. A final storming session around the material generated on the day and current packaging went on to help create a great base from which to launch further development.

  1. ESOMAR Individual Membership Information
  2. 日本マーケティング・リサーチ協会
  3. IRIS Network: The Worlds Largest Network of Market Research Institutes