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Wm. Wrigley Jr. Company wanted to identify opportunities and unmet consumer needs across different cultures in the area of breath freshening. Point Forward conducted an extensive ethnographic research program across the US, UK, Germany, China, and India that developed a broad understanding of breath issues—ranging from societal factors to detailed consumer behaviors. The program included cross-cultural analysis providing input to global vs. regional product and communication strategies.
Amid an exploding market for digital photography products, Point Forward worked with HP to expand the usefulness of a global quantitative segmentation study on photography attitudes and behaviors. The aim was to put a human face on the segments, to bring them to life with actual stories and images. Eight key segments were studied in the U.S., France, Germany, China, Korea, & Japan.

Insights for innovation
The best new products come from the bottom up. Use ethnographic research to discover unrecognized customer needs. Use them to create new territory you can own.

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