Support to investment banking firm in conducting comprehensive primary research on Japanese diaper brand in China

  • Accurate and up-to-date pricing information

  • Comprehensive trend analysis

  • Effective reach in China via our premium panel partners

CLIENT CHALLENGES

  • The client, a non-english-speaking entity, required accurate and up-to-date information on the pricing strategy and market performance of a Japanese diaper brand in retail stores across China.

OUR APPROACH

  • We started by tracking the pricing strategy of the Japanese diaper brand in retail stores across China, as well as identifying emerging trends and consumer sentiments. Our approach mirrored techniques often used in primary research for asset managers, where data-driven insights and sentiment analysis inform strategic decisions.
  • Initial desk research:
    • We conducted extensive desk research to understand the competitive landscape and market dynamics of the diaper industry in China. In this process, we identified key retail chains and supermarkets where the Japanese diaper brand was sold.
  • Data collection methodology:
    • Online survey: Our primary research experts designed an online survey, which was distributed among (a) young parents in China and (b) procurement and store managers in Chinese supermarkets, including Walmart, Carrefour and Costco.
      The rationale behind the online survey was to closely track the pricing of the Japanese diaper brand. In this process, we collected the data on the average price of Japanese diapers in seven cities in China.
    • In-depth surveys: Detailed qualitative surveys were conducted with store heads and heads of channel partners to understand emerging trends and consumer sentiments related to diaper brands. We collected data on positive, neutral and negative sentiments. In the process, we identified key trends such as increasing demand for eco-friendly diapers and growing preferences for online purchases.
  • Data analysis and reporting:
    • Pricing analysis:
      • We analysed the pricing data collected from retail stores to provide insights into the pricing strategy of Japanese diaper brands. We also identified pricing trends and fluctuations in different regions in China.
    • Trend analysis:
      • Our analysis of qualitative survey data in detail unearthed consumer preferences, emerging trends and sentiment towards diaper brands in China. We provided insights into consumer behaviour and preferences, helping the client understand market demand.

IMPACT DELIVERED

  • Even without an on-ground presence in Japan and China, the client successfully tracked the performance of the Japanese diaper brand through our primary research.
  • Our in-depth primary research provided valuable insights into consumer preferences and emerging trends in the diaper industry in China.
  • We, thus, provided the client accurate and up-to date information, enabling it to make informed business decisions on the Japanese diaper brand in China, through our comprehensive primary research capabilities.
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