International In-Market Research For New Product Marketing (Case Study)

As a certified management consultant, a cornerstone of every project we take on is market research and analysis. This case study explores international in-market research for new product marketing for an inflight entertainment content provider in the aviation industry.

Inflight Entertainment New Product Marketing | Evolve & Adapt


The client was preparing to introduce a new inflight entertainment live streaming technology that reduces costs significantly for airlines.

The research objectives were to conduct in-market research to determine the appropriate go-to-market inbound marketing strategy for 7 international markets in the Middle East, Europe and Asia Pacific.


Evolve & Adapt conducted in-depth interviews with management, industry professionals and performed secondary research to gather key insights on global market trends (size, growth, forecasting), competitor analysis, consumer behaviour for individual markets and the digital marketing landscape.

Our team examined the impact of COVID-19 to the aviation industry and the specific impact to investments by airlines into inflight entertainment. This was matched with changes in consumer behaviour and expectation of inflight entertainment due to an increase in consumption of streaming content due to lockdown restrictions.

We compared similar product offerings based on technical specifications, ease of installation, cost-savings (replacement, installation and on-going costs) offered by competitors and organised them by market share, enterprise size and geographical location.


The client was provided with market data and insights into individual markets to craft a go-to-market inbound marketing strategy that was highly localised for each individual international market.

Research identified new pandemic-based threats like consumers having an increased preference for streaming services from their personal devices, allowing the client to prepare early and strategise ways to pivot.

Evolve & Adapt made strategic recommendations for content development, technical website restructuring to cater to each international market and the implementation of inbound marketing tactics such as content marketing and search engine optimisation.


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J C Sum

J C Sum is a certified management consultant (TR 43:2015), an American Marketing Association Professional Certified Marketer (PCM®) in marketing management as well as a certified digital marketing strategist (SSG-WSQ accredited) with 12 years of experience specializing in search engine optimization, content marketing, and analytics. J C holds a Bachelor of Arts from National University of Singapore and is the author of "Evolve, Adapt or Collapse". He has been featured on The Straits Times, Business Times, Channel News Asia, The Edge Singapore, CNA938, and Money FM 89.3.