Conducting Field Research in Japan

“The findings and the disparity between manufacturer and consumer perceptions helped us deepen our relationships with our core customers, as we were able to demonstrate our understanding of their markets and suggest ways to improve their chances of success. This was quite a radical opportunity,” said Kate Wallis.

Background

Legislative changes requiring food manufacturers to list “modified starch” in the additives lists of food labels in Japan were expected to be finalized by late 2008. This change offered a unique opportunity for National Starch Food Innovation to promote its Novation range of “clean label” and natural starch. To uncover areas of greatest opportunity for Novation in the Japanese market, National Starch sought to gain an in-depth understanding of how clean natural foods were perceived in the Japanese market by consumers, manufacturers and retailers.

How did National Starch, a leading developer of starch-based textural solutions, respond to this challenge? GIA interviewed Kate Wallis, Marketing Director Asia Pacific for National Starch.  Responsible for leading the marketing function for the food business across Asia Pacific, Kate is instrumental in building marketing and business development capability for the company and ensuring the market and customer needs are at the heart of strategy development.

“From the onset, we knew that in order to get a sound and thorough understanding of the market dynamics and opportunities, it was important to work with a partner who could add independent and strategic thinking. Moreover, in a market such as Japan, where it has traditionally been hard to gather intelligence, it was important to have people with local expertise and the ability to deal with multinationals that operate in Asia but with Western headquarters,” said Kate Wallis.

What other tips does Kate have for Marketing Directors around the world?

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