Human-Centered Design Research in Thailand

10+ Years of Innovation-Driven Market Research in Bangkok

What We Do

Where Market Research Meets Human-Centered Design

At Teak Research, we fuse design thinking with rigorous market research, specifically focused on the nuances of the Thailand market. Our unique approach reveals unmet consumer needs, informs innovative strategies, and drives sustainable growth for businesses seeking a competitive edge.

Unlike traditional market research companies, we don't just tell you what consumers say – we reveal what they actually do, think, and feel. Our Bangkok-based team of designers and anthropologists uncover the cultural insights that international brands often miss.

Meet Our Team

Our Services

Design Research

Innovation Consulting

Expert human-centered design research in Thailand. UX research, ethnographic studies, co-creation workshops. 10+ years experience serving Bangkok.

Innovation Consulting

Design & Innovation Workshop in Thailand

Innovation consulting services in Bangkok. Design thinking workshops, product development research, innovation strategy. Expert guidance for Thailand market.

Fieldwork Services

Innovation Consulting

Fieldwork Services

Professional fieldwork and research operations in Thailand. In-house moderation by trained design researchers. Quality assured data collection.

The Impact of Research on The Forestias

Background

The Forestias, a groundbreaking mixed-use development by MQDC in Bangna, spans 398 rai and integrates residential, commercial, and wellness spaces with a 30-rai forest. Designed as a community-first development, it focuses on intergenerational living, well-being, and sustainability.

MQDC hired our design research company to conduct extensive research into the residents and homeseekers of the Bangna district of Bangkok, provided the foundation for The Forestias' master plan. Studies revealed a growing demand for nature-integrated living, intergenerational residences, and community-centric design. These insights directly influenced the project’s key elements, including diverse housing options, green spaces, and social hubs.

Client Success

The project’s strategic design resulted in remarkable market success. Within three months leading up to June 2021, The Forestias generated over 7 billion baht in sales, doubling total deposited sales to 13 billion baht. By early 2022, this figure had risen to 17.2 billion baht. Media coverage further amplified its impact, with The Forestias, receiving 42 international awards and widespread recognition from major publications. By working with our design research company in Bangkok to integrate deep consumer insights into its planning, The Forestias successfully addressed market needs, reinforcing the value of research-driven development.

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RESEARCH-DRIVEN INNOVATION IN ENERGY DRINKS

Background

A leading energy drink company sought to develop a new energy soda that resonated with modern Thai professionals. To ensure the product aligned with real consumer needs, our design research company in Bangkok was chosen by their media agency, Ogilvy & Mather, Thailand to conduct an in-depth study, exploring daily routines, consumption habits, and beverage preferences. The research uncovered key emotional and functional drivers influencing energy drink choices, as well as the taste and experience expectations that shaped purchasing decisions. Through consumer-led ideation and testing, the study identified flavor, formulation, and packaging elements that would increase market appeal and differentiate the product from traditional energy drinks.

Client Success

These insights led to the development of refreshing, lightly carbonated, sugar-free flavors, designed to meet modern health-conscious consumer preferences. Research also emphasized the need for sleek, portable packaging, influencing the modern aluminum can format. This launch aligns with the $76.95 billion global sparkling water market, reflecting demand for flavorful, functional beverages over traditional sodas. Grand View Research projects this market will continue to expand, with a compound annual growth rate (CAGR) of 12.6% by 2028. Additionally, SkyQuest estimates the market will reach $84.93 billion by 2032, reinforcing the trend toward healthier carbonated beverage options.

Following the launch, Red Bull Energy Soda positioned itself as a premium product, aiming to increase its market share by 20%. Strong media coverage and early market adoption validated the research-driven approach, confirming that the product successfully met consumer expectations. By working with our design research company in Bangkok in partnership with Ogilvy & Mather, Thailand, Red Bull created a market-driven energy soda that connected with real consumption habits and emerging beverage trends.

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Leveraging Research to Drive Menu Expansion

Background

In 2014, The Pizza Company aimed to reposition itself as more than just a pizza brand. They partnered with Think Solution, Thailand and our design research company in Bangkok. Our research revealed that while customers were loyal to its signature pizza, many were unaware of the broader menu offerings, such as pasta and appetizers. Customers also perceived the brand as offering heavy, indulgent meals, which limited its appeal for frequent dining. By identifying these insights, we uncovered a key opportunity to expand the menu, offering more variety and balanced meal options to reposition the brand as a full-service dining destination rather than just a pizza place.

Client Success

In response, The Pizza Company launched 48 new menu items in 2015, including over 10 new spaghetti dishes, salads, and appetizers like quesadillas, breadsticks, and bruschetta. These additions directly addressed consumer desires for more variety and lighter options uncovered by the ethnographic approach led by our design research company in Bangkok. The company also introduced the “Which Menu Are You?” campaign on Facebook, engaging customers with the new offerings through interactive content and offering promotional dining vouchers. This strategic expansion, informed by our research, successfully increased customer engagement, enhanced brand perception, and helped position The Pizza Company as a versatile dining choice beyond pizza.

See More Case Studies

What clients say

"They laid out the plan, the metrics and ensure that there is constant reporting."

"They don’t use a template for their research, but rather look at each project individually."

"Detailed and tangible recommendations with which to inform our requirement gathering."

Co-Founder, Innovation Strategy Consulting Firm

"Detailed and tangible recommendations with which to inform our requirement gathering."

"They don’t use a template for their research, but rather look at each project individually."

"Detailed and tangible recommendations with which to inform our requirement gathering."

Co-founder, Digital Consulting Firm

"They don’t use a template for their research, but rather look at each project individually."

Managing Director, Strategic Consultancy

"We get to work with a lot of super talented people."

"They were great at creating methodologies to do their research."

"They don’t use a template for their research, but rather look at each project individually."

Senior Project Director at Research, Strategy, and Brand Consulting Firm

"They were great at creating methodologies to do their research."

Design Analyst, Design Consultancy Company

"Made a lot of effort to contextualize their findings."

"They were great at creating methodologies to do their research."

Design Specialist, Design & Innovation Consultancy

Why Choose Teak

Moderation by Researchers

Our fieldwork services include moderation done in-house by our consultants in Bangkok with training in Industrial Design and Anthropology as opposed to other Thailand market research companies that outsource moderation to non-researchers.

Background in Industrial Design & Social Science

Our consultants offer tacit knowledge, practical experience, tools, case studies, and best practices from over a decade of practice at our design research company in Bangkok serving the Thailand market research buyers across industries.

Expertise in Design Methods & Applied Anthropology

Our consultants offer their experience in qualitative research, Human-Centered Design and Innovation, User Interaction, Design Thinking as well as Ethnography for designers proven by over a decade of case studies as the first design research company in Bangkok working in the Thailand market research industry.

Practitioners of Human-Centered Innovation

We are part of a global community of Human-Centered Design and Innovation Management practitioners with over 20 years of combined experience as design research company in Bangkok serving clients across the world buying Thailand market research.

Member of Ethnographic Praxis in Industry (EPIC)

We offer you the most recent and practical knowledge in our field as a design research company to better serve the Thailand market research buyer by integrating knowledge from EPIC members and exchanging knowledge and case studies at the annual conference.

Member of Thailand Marketing Research Society

We were the first design research company to become a member of the Thailand Marketing Research Association and have been a member since the early years of our founding. Our team has actively participated in the educational, training and charitable events as well as contributed Thailand market research industry insights to the monthly newsletter.

Our team

Adisorn “Glar” Supawatanakul, Founder

Kanatip “Tip” Marks, Design Research Director

Adisorn “Glar” Supawatanakul, Founder

Expertise in Human-centered Innovation, Industrial Design

Sawyer Jordan Lahr, Company Director

Kanatip “Tip” Marks, Design Research Director

Adisorn “Glar” Supawatanakul, Founder

Expertise in Applied Research

Kanatip “Tip” Marks, Design Research Director

Expertise in Industrial Design, Design Thinking, Service Design, UX Research

Supattra “Gift” Bunnuan, Design Researcher

Kanatip “Tip” Marks, Design Research Director

Expertise in Applied Anthropology

Mon	10:00 am – 06:00 pm
Tue	10:00 am – 06:00 pm
Wed	10:00 am – 06:00 pm
Thu	10:00 am – 06:00 pm
Fri	10:00 am – 06:00 pm
Sat	Closed
Sun	Closed

10+ Years of Innovation-Driven Market Research in Bangkok

Thailand's Leading Design Research Consultancy

What We Do

Where Market Research Meets Human-Centered Design

Our Services

Design Research

Innovation Consulting

Innovation Consulting

Innovation Consulting

Innovation Consulting

Innovation Consulting

Fieldwork Services

Innovation Consulting

Fieldwork Services

The Impact of Research on The Forestias

Background

Client Success

While Marketing Research seeks to determine how to market a product or service, Design Research figures out what to design and how to design it.

RESEARCH-DRIVEN INNOVATION IN ENERGY DRINKS

Background

Client Success

As Design Researchers, we come in to do the work that traditional market research and design cannot do on its own.

Leveraging Research to Drive Menu Expansion

Background

Client Success

What clients say

"They laid out the plan, the metrics and ensure that there is constant reporting."

"They don’t use a template for their research, but rather look at each project individually."

"Detailed and tangible recommendations with which to inform our requirement gathering."

"Detailed and tangible recommendations with which to inform our requirement gathering."

"They don’t use a template for their research, but rather look at each project individually."

"Detailed and tangible recommendations with which to inform our requirement gathering."

"They don’t use a template for their research, but rather look at each project individually."

"They don’t use a template for their research, but rather look at each project individually."

"They don’t use a template for their research, but rather look at each project individually."

"We get to work with a lot of super talented people."

"They were great at creating methodologies to do their research."

"They don’t use a template for their research, but rather look at each project individually."

"They were great at creating methodologies to do their research."

"They were great at creating methodologies to do their research."

"They were great at creating methodologies to do their research."

"Made a lot of effort to contextualize their findings."

"They were great at creating methodologies to do their research."

"They were great at creating methodologies to do their research."

Why Choose Teak

Moderation by Researchers

Background in Industrial Design & Social Science

Expertise in Design Methods & Applied Anthropology

Practitioners of Human-Centered Innovation

Member of Ethnographic Praxis in Industry (EPIC)

Member of Thailand Marketing Research Society

Associations

Our team

Adisorn “Glar” Supawatanakul, Founder

Kanatip “Tip” Marks, Design Research Director

Adisorn “Glar” Supawatanakul, Founder

Sawyer Jordan Lahr, Company Director

Kanatip “Tip” Marks, Design Research Director

Adisorn “Glar” Supawatanakul, Founder

Kanatip “Tip” Marks, Design Research Director

Kanatip “Tip” Marks, Design Research Director

Kanatip “Tip” Marks, Design Research Director

Supattra “Gift” Bunnuan, Design Researcher

Kanatip “Tip” Marks, Design Research Director

Kanatip “Tip” Marks, Design Research Director

Phutiset “Mu” Cherchuponglam, Design Researcher

Phutiset “Mu” Cherchuponglam, Design Researcher

Phutiset “Mu” Cherchuponglam, Design Researcher

Want to become a Design Researcher?

Phutiset “Mu” Cherchuponglam, Design Researcher

Phutiset “Mu” Cherchuponglam, Design Researcher

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Teak Research Co., Ltd.

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