Global carpet fiber wanted a “path to purchase” study done in Japan to better understand: who the decision-makers were, the decision drivers, the decision process as well as awareness & perception of their brand.

Client description: Global carpet fiber manufacturer

Practice area: Market Research and Analysis

Geographic scope: Japan

Industries involved: Retail; Hospitality; Healthcare; Architecture and engineering

Services applied: Brand Perception & Awareness; Industry Analysis; Market opportunity study

Business challenge: Global carpet fiber manufacturer was facing increasing challenges in sales in Japan and needed to better understand the market and the “path to purchase” in order to develop a way forward to becoming more competitive.

Methodologies: We conducted 16 IDIs with carpet end-users from the selected industries, as well as with interior designers, flooring contractors and carpet mills. Additionally, we conducted a quantitative survey with 164 respondents.

The result: We provided a detailed report with detailed analysis of the “path to purchase” in Japan, as well as strategic recommendations for the client to better position themselves in that dynamic market to become more competitive.

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