We analyse consumer / business behaviour, attitudes and needs through a lens of cultural understanding intrinsically tied to how to gain value for both sides.

1
Market Background
Our deep-dive industry reports inform on market opportunities, competitors and relevant trends, combined with our own recommendations
2
Immersion & Trend Tours
Demonstrating industry-tailoured highlights – we provide inspiration as well as practical understanding for those seeking to expand
3
Social Media & Sentiment Analysis
We monitor and analyse audience brand interactions / attitudes in order to identify key trends via tools like Pulsar and Brandwatch
4
Benchmarking & Qualitative Analysis
Our core skill of designing quant studies from a global perspective allows us to dig deeply for the story the data shows

SPOTLIGHT: QUALITATIVE ANALYSIS

WHAT WE’VE DONE

  • We manage online studies from start to finish.
  • We regularly design quantitative studies and write in-depth analysis for various industries with our most consistent focus on the media industry in Japan, South Korea and China.

  • METHODOLOGY AND PROCESS

    1. Online and offline research in multiple languages
    2. Questionnaire development / translation
    3. Fieldwork
    4. Post-analysis and presentation creation

    CASE STUDY

    A cookware brand with strong brand awareness in Japan looks to Tokyoesque to clarify its advertising strategy in the market.

    The Challenge

    An agency aims to ensure that a French brand’s advertising campaigns are perceived positively in the Japan market. They regularly turn to Tokyoesque to analyse and provide insight into the brand’s proposed TV ads.

    Our Solution

    Society : Tradition remains strongly entrenched in relation to food in Japan. Tokyoesque identified subsets of Japanese society where scenarios such as men in the kitchen and non-Japanese food were a positive addition, enabling Tefal to highlight their innovative and modern offerings
    Language : Certain commonplace terminology in Western households (babysitter, roommate, etc.) can have negative associations if not used carefully
    Foreignness : French foods and Western-style cooking can alienate Japanese viewers if not considered carefully. We demonstrated that striking a balance of exotic / cool whilst being relatable would be key
    Consumer : We always grounded the discussion back down to, How would a Japanese consumer use these products?
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    Methodology + Output

    Tokyoesque provided clear-cut recommendations using:

    Hands-on experience: Our bi-lingual, bi-cultural team is well placed to perceive subtle differences in culture from a French to a Japanese perspective.
    Case studies: We demonstrated how similar products (both domestic and international) have been advertised in Japanese media.
    Ad-hoc support: Our team is always available to further provide clarification.