Multi-country research to identify untapped business
opportunities
The abrasive division of 3M wanted to explore opportunities to innovate and contextualize their offerings to the emerging markets. UCC was onboarded by Propel Labs to head the global research to capture the challenges, opportunities and areas of innovation for the emerging market and local innovations to suit each of the three countries – China, Thailand and India
Approach
UCC initiated the study with Internal Stakeholder Interviews (ISIs) to glean insights into the leaders' vision, geographic goals, and a clearer understanding of their business objectives. Conducting the study remotely, we fostered local connections to decipher the cultural landscape. Using these discussions, we strategically identified user segments, and meticulously mapped their end-to-end journey through In-Depth Interviews (IDIs). For a deeper understanding of users' backgrounds and contexts, we also incorporated video ethnography, considering the geographical diversity of the study.
Impact
A tight coloration with Propel Labs team, 3M team and country specific country field teams, UCC identified the deep rooted cultural nuances that guide and dictate the way business is conducted in each country and the impact on the product, market, and the relationships. A holistic understanding of competitor offerings, user behaviors, current systems, country policies and guidelines, presented the untapped opportunities that 3M can leverage to innovate and lead in each of the chosen countries.
Client: 3M (Propel Labs)
Type Of Organization : MNC
Location: China, Thailand, India
Duration:
3 months
Study Participants: 48
Research Tools
& Methods:
In-Depth Interviews
Day-In-Life-Of
Digital Ethnography
Stakeholder Interviews Competitor Benchmarking
Languages:
English, Hindi, Gujarati, Tamil, Mandarin, Thai
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