A process for evaluating a product category in an unfamiliar country: Issues and solutions in a case study of snacks in Japan

Abstract

AbstractWhen developing new products, it is important to understand not only the category, but also the characteristics of existing products in that category. It is common to analyze white spaces and generate ideas based on the markets in one's home country; but it is less common to look to other countries for inspiration for new product ideas. Differences in culture and practice may create difficulties for researchers. The objective of this case study was to determine and address the methodological challenges of conducting a product category assessment in an unfamiliar country. This was accomplished by exploring the snack food markets in Kyoto, Japan; and collecting snack products to generate new concepts for future snack food innovation projects. Fifteen sensory experts from Kansas State University traveled to Kyoto, Japan to understand better the regional snack food market. The researchers targeted shops and markets in search of various types of snacks. The group tasted a subset of the snacks and held discussions on product sensory attributes, and any challenges in obtaining and understanding the snacks. Issues included payment, data collection, product selection, evaluation space, language barriers, and transportation. Real‐time problem solving and group discussion led to solutions to overcome such challenges.Practical ApplicationsThis paper provides a set of considerations for better understanding a product category in an unfamiliar country. It highlights issues and potential solutions for researchers who want to conduct such research.