Proof, Not Promises用案例说话

Challenge背景

A global skincare brand observed the rapid rise of China's "oil-nourished skin" (以油养肤) trend but lacked consumer understanding to make innovation decisions.某全球护肤品牌发现中国市场的"以油养肤"概念快速崛起，但缺乏对趋势背后的消费者理解，难以做出创新决策。

Our Approach我们的方法

• Cultural immersion + social listening + semiotic analysis文化沉浸与社交媒体语义分析
• Cross-city in-depth interviews and in-home visits跨城市消费者深度访谈与家庭拜访
• Co-creation workshops exploring product language and usage rituals共创工作坊，探索产品语言、隐喻和使用仪式

Key Insights关键发现

• Consumers sought "ritualistic self-care," not just functional benefits消费者追求的不仅是功能，而是"仪式感的自我护理"
• The challenge was overcoming the perception of oil as "heavy and greasy"油的挑战在于克服"油腻"的感知，机会在于将油重新定义为"滋养精华"
• Usage rituals (warming, pressing, gua sha) were core to consumer experience使用仪式（如温热、按压、配合刮痧）是消费者体验的核心

Results结果

• Client shifted from ingredient-led to consumer-benefit-led innovation品牌从"成分导向"转向"消费者受益导向"的创新策略
• Repositioned oil as "Nutri-Elixir" — 35% uplift in consideration重新定位油产品为 "Nutri-Elixir"，销量增长 35%

Challenge背景

Quaker wanted to enter China's kids' nutrition market (ages 6–12) but lacked understanding of parent-child decision dynamics.Quaker 希望进入中国 6–12 岁儿童营养市场，但缺乏对父母-孩子决策动态的理解。

Our Approach我们的方法

• In-home ethnography across 16 households — 40 breakfasts and 55 after-school snack moments recorded16 户家庭入户观察，记录 40 次早餐和 55 次课后零食时刻
• Split sessions: individual interviews with moms + creative workshops with kids分别访谈妈妈（理性需求）和孩子（情感驱动）
• Joint sessions to observe real parent-child negotiation联合观察父母与孩子共同决策的过程

Key Insights关键发现

• "Nutritional Anxiety" — parents want the best, but kids hold veto power中国父母的"营养焦虑"——希望给孩子最好的，但孩子拥有决策否决权
• Winning products must pass the "healthy but fun" test成功的产品必须通过"健康但有趣"的测试
• Different dayparts have distinct needs: portable breakfast, after-school snacks, indulgent treats不同时段的营养需求差异巨大：早上的便携早餐、课后的能量零食、周末的纵享时刻

Results结果

• 3-year product innovation roadmap帮助 Quaker 制定了完整的产品创新路线图
• 68% repeat purchase rate in initial launch markets首批两款儿童产品成功上市，68% 的复购率

Challenge背景

A Chinese beauty brand wanted to enter Indonesia but was uncertain about local consumer needs and category preferences.某中国美妆品牌准备进入印尼市场，但不确定当地消费者的真实需求和品类偏好。

Our Approach我们的方法

• In-depth interviews and in-home visits with Indonesian consumers印尼消费者深度访谈与家庭拜访
• Competitive benchmarking竞品对比研究
• Local KOL interviews本地 KOL 访谈

Key Insights关键发现

• Halal certification and all-day wear were higher priorities than "whitening"印尼消费者对"清真认证"和"全天不脱妆"的需求优先级高于"美白"
• Local understanding of "Eastern aesthetics" differed from the brand's Chinese narrative当地消费者对"东方美学"的理解与中国品牌的主流叙事不同

Results结果

• Adjusted product claims and influencer strategy品牌调整了产品宣称和 influencer 策略
• Top 10 on Shopee within 3 months of launch上线 3 个月内成为 Shopee 品类前 10