How Coca-Cola Japan partnered with a tech start-up to co-create an offering appropriate for their market. By addressing issues around time and efficiencies they achieved win-win outcomes. According to the Japanese Market Research Association, in 2013 the Japanese market research industry grew by only 0.8%, down from a huge increase of 8.4% in the previous year, since then the industry has grown in Japan, but has yet to reach the levels of growth seen back in 2012. This arrest in growth in the local industry was accompanied by a severe tightening of budgets across the marketing and insights functions.
Research should always be about putting the consumer at the centre of our thinking. Considering an acceleration of mobile platforms, now is the time to focus on developing "device-agnostic". In alliance with Ipsos global/local experts, we challenged ourselves to design a "device-agnostic" interface for our tracking study. The main focus was to uncover how small screens impact our survey and prepare for the ever-increasing number of people accessing surveys via smartphones. As Japan is within the top 10 markets for Coca-Cola, the challenge was to remain globally aligned but locally executable. We jointly invested a pilot run for prototype interfaces offering a positive experience to those on smartphones. The question was never "could we do multi-device" but "how to reflect the reality that was already around us".
Research should always be about putting the consumer at the centre of our thinking. Considering an acceleration of mobile platforms, now is the time to focus on developing "device-agnostic". In alliance with Ipsos global/local experts, we challenged ourselves to design a "device-agnostic" interface for our tracking study. The main focus was to uncover how small screens impact our survey and prepare for the ever-increasing number of people accessing surveys via smartphones. As Japan is within the top 10 markets for Coca-Cola, the challenge was to remain globally aligned but locally executable. We jointly invested a pilot run for prototype interfaces offering a positive experience to those on smartphones. The question was never "could we do multi-device" but "how to reflect the reality that was already around us".