A well known US based global FMCG client wanted to understand consumers in the dental hygiene markets of Thailand, Indonesia, Korea and Japan.
The project was multi-staged and included:
Mobile online ethnography – this was highly task based to understand category attitudes, educational gaps, product usage, and positives and negatives of each used.
In-store eye tracking – this was included to understand the in-store purchase process and the influence of POS on final choice.
In-depth interviews – to understand the decision hierarchy.
The findings of the study led to numerous new product development opportunities as well as communication and education initiatives.