Iconic Research Thailand

The Business Issue:

The client aimed to gather comprehensive feedback on a new toothpaste product, focusing on its effectiveness, taste, packaging, and overall user experience. The goal was to identify areas for improvement to ensure the product meets consumer expectations and preferences before a full-scale market launch.

The Techniques:

Home Visiting Interviews:

Selection of Participants: Carefully selected a diverse group of participants, including different age groups, genders, and oral health conditions to ensure a representative sample.

In-depth Interviews: Conducted one-on-one, in-home interviews to understand participants' oral care routines, preferences, and initial impressions of the toothpaste.

Observation: Observed participants using the toothpaste in their daily routine to gather insights on user experience, ease of use, and any immediate reactions.
Product Testing:

Usage Period: Participants used the toothpaste exclusively for a set period (e.g., two weeks) to provide detailed feedback on its performance over time.

Feedback Collection: Collected qualitative and quantitative feedback through follow-up interviews and surveys, focusing on aspects such as taste, texture, packaging, and perceived effectiveness.

Comparison: Participants compared the new toothpaste with their regular brand, providing insights into preferences and potential improvements.

The Results:

Product Improvements: Identified specific areas for improvement, such as enhancing the flavor and texture, redesigning the packaging for better usability, and adjusting the formula for improved effectiveness.

Positive User Experience: Gathered valuable feedback indicating high satisfaction with certain features, such as the toothpaste's whitening effect and freshening capabilities, which were highlighted in the product's marketing strategy.

The Business Issue:

As Thailand's automotive industry continues its evolution toward electrification, with a growing number of EVs manufactured in Thailand, a major electric vehicle manufacturer was planning to enter the Thai automotive market with its line of electric cars. Their entry timing aligned with the transformation of Thailand's car manufacturing industry towards EV adoption. The company faced several challenges: - Understanding the current perception and adoption rate of EVs in Thailand's auto industry - Identifying potential barriers to EV adoption among Thai consumers - Assessing competitive landscape, including both imported EVs and those manufactured in Thailand - Determining optimal pricing strategies and product features for the Thai market To address these challenges, Iconic Research conducted an extensive study of Thailand's automotive industry, employing a mixed-method approach:

The Techniques:

Qualitative Research 
In-depth interviews (IDIs) with:

- Automotive dealers in Thailand's car manufacturing ecosystem
- EV charging infrastructure providers
- Government officials overseeing Thailand's auto industry development

- Focus group discussions (FGDs) with potential EV buyers across Thailand
- Online sentiment analysis of EV discussions in Thailand

Quantitative Research

- Large-scale survey incorporating Thailand automotive industry statistics
- Consumer behavior analysis across major cities and rural areas
- Mystery shopping at dealerships for competitive analysis
- Market penetration assessment for EVs manufactured in Thailand

Secondary Research

- Analysis of Thailand automotive industry reports
- Government policies affecting the Thailand car manufacturing industry
- EV production and import statistics
- Thailand manufacturing ecosystem evaluation
- Market size and growth projections