Client Perspectives and Stories: Panasonic

Expanding Possibilities Through Insight-Driven Perspective

In Indonesia’s electronics market, things change fast. For innovation teams, keeping up isn’t just a nice-to-have—it’s a must. Government rules shift all the time, brands launch new products with bold marketing campaigns, and consumer preferences keep changing across different age groups and social segments.

This is the landscape that Brian Sila, Creation Centre Manager of Panasonic Indonesia, navigates every day.

“Everything moves fast,” Brian said. “Policies shift, industry players keep raising the innovation, and consumers think differently now. We have to stay ahead.”

Brian’s team partnered with Upsize to sharpen their understanding of today’s household decision-makers. The goal was not to replace existing knowledge but to gain a clearer and more grounded view across segments. The study revealed how consumers evaluate electronics within the context of their lifestyles, priorities and daily routines.

“What we appreciate is how Upsize reveals consumers’ daily lives, not just product usage,” Brian said. “It helps us broaden our perspective and refine how we approach different segments.”

Flexibility was key. Upsize adapted the approach to the team’s needs, from cost-sensitive alternatives to niche industry questions that required deeper exploration.

Many of the findings landed as practical and ready to be incorporated into internal planning, sparking conversations about what should be prioritised next. Encouraged by this momentum, the team is now exploring further studies, particularly on how Indonesian households have reshaped their lives after the pandemic.

In a fast-moving industry, clarity isn’t just helpful—it’s a competitive advantage.
And when brands and insight partners think together, they do not just keep up. They move ahead.