Regional Ethnographic Deep Dive

Asia Pacific


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.