ABSTRACT
8We were taking the day to immerse ourselves in the sights, sounds, and smells of Tokyo’s streets. Our team of five (including the Vice President of Innovation from the client company) had just completed two days of in-home interviews and were targeting spots around the city where we could find product offerings similar to the client’s. This was part of our overall research strategy, which included surveying Tokyo’s urban landscape for unique offerings in nutrition, beauty, and home care. Our list included everything from the latest trends among the Harajuku girls, tea at an herbal medicinary, observing a cooking class, and visiting cosmetic counters, to name a few. We also visited the major players, like Seibu, a grand retail operation reminiscent of the early mid-century heyday of American department stores, and Tokyu Hands, an eight-story patchwork of hardware, garden tools, cleaning supplies, and an array of other (seemingly random) household products. Along the way, one team member stopped to have a personalized skin analysis at a cosmetic counter, which a sales person used to determine the best products for her skin type. We also purchased some knives—an experience that went far beyond a simple housewares transaction, since wrapping and bagging the small set involved two clerks who spent at least ten minutes lavishing their attention on layering and precisely folding, first tissue paper, then wrapping paper, then carefully tying a ribbon, placing it in a box, then adding another ribbon, and, finally, putting it all into a crisp bag, delivered with two hands, a smile, and a slight bow.
