Customer Discovery

In our research we focus primarily on qualitative research on visionary markets. We use qualitative research to understand underlying reasons, opinions, and motivations in the consumer segment we are trying to understand. It provides insights into their problems and help us to develop ideas or hypotheses for potential quantitative research in a later stage.

Qualitative Research is also used to uncover trends in values and opinions, and dive deeper into the problem and needs-scoping. Qualitative data collection methods vary using unstructured or semi-structured techniques. Some of our methods include focus groups (group discussions), In-home individual interviews, and participation/observations where to photo document of film the behaviours of our study group. We syntezise the result and in a co-creation workshop and turn data to insight.

We can roll up our sleeves and help you make sense of the Asian consumer. We have conducted qualitative in-home interviews in India, China and Japan and have built up a network of collaborators spanning from field work to interview moderation and translation.


Qualitative Research

In-Home individual Interviews

  • Screening Interviewees
  • Creating the Interview Guide
  • Moderator
  • Video and photography
  • Translations
  • Analysis
  • Reporting


Field Studies

  • Customer Journey Mapping
  • Observations
  • Stakeholder Mapping



  • Co-creating Journey Mapping
  • Engagement Workshops
  • Ideation Workshops
  • Value propositions Workshops
  • Co Creation Workshop



What you need to know about ASIA’S EMERGING MIDDLE CLASS

In a massive shift, Asia is becoming the backbone of a new bipolar global economy. The driver’s are Asia’s new upper middle class. It is predicted that by 2030 two-thirds of the global middle class will be living in Asia.

In the years to come, an East-East corridor will form the spine of a new world order – goods will continue to be made in the East, but an increasingly large portion will also be sold in the East.

The fastest-growing consumer group in Asia is the upper middle class, who are more willing to pay for premium quality goods and services (84%). By 2030, China is expected to be a middle class society, with 52% of the adults in the top income class, followed by 33% in the middle income group. (Source: CEIC forecast )

Power to choose identities and brands

This new middle-class consumers are for the first time able to define their own identities through the power of a disposable income and digital connectivity, while still maintaining strong ties to their cultural backgrounds. These blended identities allow them to express and shape new points of view regarding their preferred consumption.

Brands with enough cultural understanding of their consumers need can take advantage of the increasingly sophisticated pockets of demand for high-end products

Factors Propelling Asian Consumers

Consumer behavior is mostly learned behavior, and mobile technology has been a prolific teacher. Mobile phones give consumers the chance for global cultural awareness. Through her phone, a Asian consumers can easily listen to music from Berlin, buy the latest fashions from Paris, and watch movies from Hollywood. With a rising middle class armed with technology, Asian consumers are turning into a driving force in the global economy.

Lastly, as Asia’s households redefine consumption, they will push Asian businesses to redefine investment markets. Market indicators will broaden to include Asian companies that fulfill consumer needs, rather than just manufacturers and commodity produce.




Fore more information about this service or request a deck please contact;

Johan M Persson / Founder