A Design Research Company in Bangkok

A leading real estate developer in Thailand sought foundational research to guide the strategic positioning of a mixed-use development in the Bangna area. 

The client aimed to create a development that would appeal to both local middle-income residents and Japanese expats, balancing the needs for leisure, community, and tranquility.

The foundational research aimed to understand the needs and aspirations of residents and home-seekers in Bangna, focusing on two main segments: affluent middle-income Thais and Japanese expats. The study explored their daily lives, the meaning of retirement, and how they perceive life in Bangna. 

Phase II expanded the focus to include younger residents and short-term expats, aiming to understand leisure preferences and how these insights could guide the strategic positioning of the development project.

• Photo essays
• Self-documentation
• Home visits
• Virtual home visits
• In-person home visits
• Co-creation sessions

A media agency partnered with Teak Research to gain a comprehensive understanding of the second-hand car market in Thailand. Their goal was to inform the development of a marketplace platform for second-hand cars that would streamline the buying and selling processes. 

This platform would not only serve as an app but also support other touchpoints, including call centers and bank branches, as they aimed to position a major Thai bank as the leading auto-loan provider in this space.

The research aimed to explore the experiences of both second-hand car sellers and buyers. Teak Research proposed a mix of ethnographic interviews and netnography to delve into the existing products and identify opportunities for improvement. 

The objectives included understanding the overall perceptions and experience journeys of sellers and buyers, developing typologies and personas for buyers, identifying micro-moments for services and messaging, and informing the design of the platform across various touchpoints.

• Online in-depth interviews
• Customer journey mapping
• Customer segementation 
• Strategic recommendations

Teak Research partnered with a media agency whose end-client was a leading beverage company in Thailand, aiming to enhance its market presence by launching a new energy drink. The goal was to understand local preferences and lifestyle trends to ideate on new product offerings.

The project aimed to explore the routines, preferences, and challenges faced by white-collar workers, focusing on their beverage consumption patterns during weekdays and weekends. The objective was to identify energy drink needs that align with their lifestyles and to validate potential new product concepts.

• Conversational research
• Diary study

A major player in the food and beverage industry was facing increasing competition and evolving consumer preferences. They approached us to gain deeper insights into their customer base and rethink their brand strategy. Their goal was to better understand how their customers experience the brand, not only through their core offerings but across all touchpoints, including dine-in, take-out, and delivery.

The project aimed to provide comprehensive insights into customer behavior and preferences across multiple occasions and settings. The research would focus on identifying key customer segments, exploring their motivations, and uncovering opportunities for brand differentiation. The goal was to develop actionable insights that would inform a refreshed brand strategy, ensuring long-term market relevance.

• Diary study
• Home visits
• Dine-along interviews