Solid methods meet new approaches
We find inspiration in looking at business challenges from multiple angles. Whether our clients need to redefine their business purpose, establish their relevance and customer value, or adapt their global DNA to a local lifestyle, our motto is ‘be helpful’.
Our work ranges from figuring out the optimal shapes and designs for Japanese kitchen appliances to deconstructing how ‘value for money’ is understood in Vietnam; from redefining the purpose of an outdoor fashion brand in an urban Chinese context to creating a five-year blueprint for the beauty device innovation pipeline in East Asia; from six weeks of research into the travel habits of Japanese, Chinese, and Korean millennials to long-term partnerships, such as the recovery strategy for a global restaurant chain as it rebuilt consumer trust.
To tackle such cases, Yuzu Kyodai combines traditional methodologies with new approaches, uncovering the subconscious cultural codes that underlie people’s decision-making. Different components of sociology, semiotics, and anthropology help us to map cultural preconceptions and to comprehend fully their nuances.
Market research is the foundation of all other methodologies and approaches. It charts the course for growth. We integrate traditional approaches with wide sectoral expertise. This ranges from technology, FMCG, healthcare, and finance to fashion and design. Ultimately, the things that we hear, touch, and see every day are a core component of how we all generate and decode meaning.
Semiotics & CulturalIntelligence
Fundamental to our work is our culture mapping: understanding the wider cultural context of products and the codes behind them. This combined approach of semiotics, cultural analysis and design research is key to our approach.
Qualitative MarketResearch
Skilfully moderated and methodically examined, in-depth interviews, workshops, and focus groups help us to decipher the relationship between people and brands.
Quantitative MarketResearch
Quantitative market research provides systematic, detailed information on target audiences and categories. We execute surveys and polls with precise analysis, and use the insights they provide to make actionable recommendations.
DiaryStudies
The user-generated qualitative data found in diary studies can help you keep an ear on the ground to gain instant feedback and continuous consumer insight.
To launch more than just another option on the shelf requires a thorough mastery of category and consumer behaviour, as well as of their cultural setting. With market research as our foundation, we rely on a few core strategies to help clients identify both their purpose in new markets, and how best to become a part of people’s everyday life.
CategoryLandscaping
We help clients understand the lay of the land by mapping out key competitors’ strategies and USPs.
LocalisationStrategy
More than translating the brand into local languages, we seek to understand how to adapt it in a way that resonates deeply with the local audience.
ChannelStrategy
We help companies to build a presence on channels that can create or enhance brand awareness for their target audiences.
TargetIdentification
From age and gender to income and hobbies, it’s vital to hone in on demographics for clarity in branding and strategy.
Fueled by your objectives and our market research, our goal is to provide our clients with actionable insights and strategies that can be implemented right away to drive growth and innovation.
Category Mapping
We aim to understand what products currently exist in the market and identify the white space in order to chart a path to growth.
Design Research
Backed by market research, we help clients develop strategic guidelines to brief creative agencies on packaging design, space design, branding, and more.
New Business/Product Concept Development
We determine what ideas already exist (or don’t exist) in the market to build a toolbox for developing an innovative product or business.
Ideation Workshop
Holding workshops for clients to brainstorm new ideas together provides ample insight into new products.
We use our understanding of cultural sensitivity and relevance in communication to develop effective communication plans and content strategies tailored to the specific market and grounded in local culture.
Communications Strategy
We develop comprehensive communication plans that cover the what, when, where, and to whom our clients’ message should be delivered.
Campaign Concept Development
We help create compelling concepts for ad campaigns, social media campaigns, TVCM, and more.
Digital Content Strategy
We help develop plans for how clients can leverage digital tools to connect with new and existing consumers.
Defining Visual Brand Language
From fonts to logos, we identify how a business or product should look to build a cohesive and compelling image.