CUSTOMER STORY
Sakura gets creative with market research and product development
Learn how Sakura of America uses SurveyMonkey to test concepts, optimize pricing, and understand its target market.
HEADQUARTERS
Hayward, CA
COMPANY SIZE
50+
INDUSTRY
USE CASES
OVERVIEW
For more than 100 years, Sakura has helped unlock creative potential with quality art products and writing instruments—including Gelly Roll, the original gel pen. When its North American affiliate wanted to finetune its product development and understand consumer preferences, SurveyMonkey helped Sakura get its market research down to a fine art.
THE CHALLENGE
Gain a deeper understanding of evolving customers
As any global brand knows, consumer preferences aren’t the same around the world. Much of Sakura’s research and development takes place in its home country of Japan—but Sakura of America needed consumer insights on the unique and rapidly evolving North American market in order to hit its aggressive targets for growth. Casey Singh, senior marketing manager of innovation and consumer insights, knew that SurveyMonkey could deliver the data that her team needed to advance product development and marketing strategies.
“SurveyMonkey allows us to take the emotion out of a decision. Instead of just saying, ‘We don't think it would work in our market,’ we can now say ‘Here's why this would not work in our market, and here's the data behind it.’”
Casey Singh
Senior Marketing Manager of Innovation and Consumer Insights
THE ANSWER
Sophisticated market research, simply done
Singh began with concept testing and, thanks to SurveyMonkey Audience, gathered target market feedback in record-breaking time. Next, she used SurveyMonkey to get a deeper understanding of that customer base. Sakura built its brand around artists, but was looking to increase its presence in the more mainstream big box retail space. Singh’s research uncovered that many consumers view pens strictly as writing tools and aren’t necessarily pursuing artistic projects—an insight that directly influenced Sakura’s retail strategy.
Singh and her team even used SurveyMonkey to test price points for new products. This helped them not only optimize pricing, but also reimagine R&D initiatives. Insights on consumers’ willingness to pay, for example, helped inform product development for Sakura’s new UV glowing gel ink.
“SurveyMonkey has allowed me to get insights and data that we didn't have access to before. It’s helping me craft stories and get people in our global company marching to the same drumbeat. That is invaluable.”
Casey Singh
Senior Marketing Manager of Innovation and Consumer Insights
Sakura of America
THE RESULTS
Data-driven decisions and consumer-led innovation
Making consumer-centric decisions is now a lot easier for the team at Sakura of America, as well as the larger organization as a whole. In one case, Singh had a gut feeling that US consumers would consider a $100 pen too expensive—and was able to back it up with definitive data. Plus, having objective data has allowed Sakura of America to measure performance targets more effectively. “No matter what stage your company is in, there is value that this platform can add,” Singh said. “If you care about the consumer as your North Star, SurveyMonkey will only yield positive things.
Shape what's next at your own company
Concept testing
Validate your product concepts, new features, and more.
Usage & attitudes
Learn about consumer preferences, habits, and purchase behaviors.
Price optimization
Find the best price point for your product or service.
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