Market & Consumer Intelligence
Hi, I’m Madoka, a Market Researcher & Consumer Insights Analyst in the F&B industry.
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Madoka Suganuma
JP
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How I Work
Bio
Madoka is a Tokyo-based qualitative market researcher and consumer insights analyst with 9-years of experience in the F&B industry. She has demonstrated a strong knowledge of conducting market research and qualitative consumer research on a freelance basis. Methodologies she employs include IDIs, ethnography, observational ethnography, online communities, diary studies, and semiotic analysis. She is able to design and conduct research, analysis, and report writing with business objectives in mind.
Within her consulting experience, Madoka has done market research and consumer research for prominent B2B and B2C players such as Coca-Cola, RedBull, Nestle, Aussie Beef, FarmFrites, Zespri, Hello Fresh, and Canadian Maple Syrup. She also carried out independent work as an analyst for Euromonitor, the world's leading independent provider of strategic market research.
Most recently, Madoka is serving as the President of Japan Creative Insights where she closely collaborated on conducting desk research and report writing for Euromonitor and Mintel, providers of strategic market research. Furthermore, she is a freelance writer for Japanese Food Guide, a Japan-focused travel publication. Her work is to uncover and provide insight into Japanese culture, food, and people.
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Experience
Japan Creative Insights
President ・Japan 2013 - Present
- Conducting qualitative market research on a freelance basis.
- Conducting IDIs, ethnography, observational ethnography, moderating online communities, semiotic analysis, content analysis and report writing for consumer goods and services.
- Conducting expert interviews and desk research for B2B.
- Writing trend / business reports for Euromonitor and Mintel.
- Translation, transcription, content analysis, ethnography and
- Online communities for healthcare market research.
- Project management in market research
- Presenting results to clients, giving educational talks
Projects have been undertaken for the following categories and clients:
- Beverages (Coca-cola, RedBull),
- Food (Nestlé, Aussie Beef, FarmFrites, Zespri, Canadian Maple Syrup),
- Supplements (BASF),
- Beauty products (L’Oreal, SK-II, H&S),
- Contact lenses (Johnson & Johnson),
- Pet care (Royal Canin, MARS petcare),
- Collectable magazines (Eaglemoss),
- Luxury good (Gucci),
- Male grooming,
- Meal kits (Hello Fresh),
- Museums (Natural History Museum (UK)),
- Music streaming service (Google Play Music),
- Smartphones (Google Pixel),
- Printers (HP),
- Robots (Huawei),
- Microphones (Shure),
- Hair dryers & straighteners (Panasonic),
- Sustainability (Accenture Song),
- Tourism,
- Tobacco (BAT),
- Running shoes (ASICS),
- Sex toys,
- Web services (Wikipedia),
- English tests (Pearson).
Examples of Disease Areas covered in healthcare market research translation/transcription/content analysis:
- Childhood Infectious Diseases,
- Diabetes,
- Autoimmune Diseases (SLE, RA, Sjögren’s),
- Alzheimer's Disease, Depression,
- ADHD,
- Hepatitis C,
- Respiratory Diseases (Asthma, COPD, Non- cystic Fibrosis Bronchiectasis),
- Atopic Dermatitis,
- Fibromyalgia,
- Glomerulonephritis,
- GERD,
- Cancer (Breast Cancer, Prostate Cancer, Liver Cancer, Pancreatic Cancer, Soft Tissue Sarcoma, Melanoma, Colorectal cancer, NSCLC),
- Hematological Malignancies (Chronic Lymphocytic Leukemia, Mantle Cell Lymphoma, Multiple Myeloma, DLBCL),
- Hemophilia,
- Heart Diseases (Heart Failure, Fontan Surgery),
- Rare Diseases (SMA),
- Transplantation drugs,
- CAR-T,
- Medical Devices (Diabetes pen, injection syringes, IV devices, nebulizers),
- Cosmetic Beauty Treatments
Example of clients/agencies Madoka have worked with on a freelance basis (not exhaustive)
Accenture Song
Freelance Ethnographer・Japan 2022 - Present
Japanese Food Guide
Freelance Writer/Contributor・Japan 2021 - Present
ReD Associates
Freelance Researcher/Ethnographer・Japan 2021 - Present
Just World Wide
Freelance Transcriber and Content Analyst・Japan 2017 - Present
QualWorld
Freelance Transcriber and Content Analyst・Japan 2016 - Present
Euromonitor
Freelance Analyst・Japan 2016 - 2019
Space Doctors
Freelance Semiotician・Japan 2016 - Present
InSites Consulting
Freelance Online moderator & Analyst・2014 - Present
Ipsos Healthcare
Research Executive・Japan May 2013 - Oct 2013
- Assisted with all aspects of healthcare market research, from creation of reports based on qualitative content analysis, quantitative survey design and testing, translation, transcription, desk research, project management and vendor relations
CarterJMRN
Project Coordinator・Japan 2011 - 2012
- Answered client inquiries
- Conducted research and analysis/report writing,
- Worked with senior level members, and
- Developed skills in all aspects of qualitative market research
Brain Center Inc.
Assistant Director・Japan Apr 2008 - Oct 2008
- Translated and checked CSR reports
- Managed translation process, quality control
- Managed client accounts and built schedules
- Accompanied sales pitches and hearing processes with clients
- Assisted in compiling presentations
MES Co. Ltd.
Subtitles Writer・Japan Feb 2008 - Mar 2008
- Wrote and checked Japanese subtitles for popular TV series The Simpsons and documentary films “Black Gold”, “Inside Outside”
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