Case Study: Sakura of America achieves consumer-led innovation and data-driven product decisions with Momentive

How Sakura of America fuels consumer-led innovation with Momentive

Sakura of America, the North American affiliate of the 100‑year‑old maker of Gelly Roll and other art materials, needed to bridge the gap between R&D in Japan and U.S. consumer preferences. Casey Roberts, senior marketing manager of innovation and consumer insights, turned to Momentive’s market research solutions to put consumers at the center of product development and secure quick wins that would prove the value of consumer insights across the organization.

Momentive enabled rapid concept testing, pricing studies, and customer segmentation that revealed U.S. buyers often see pens as writing tools rather than art supplies, validated willingness‑to‑pay (including that a $100 pen would be viewed as too expensive), and even guided R&D on products like UV glowing gel ink. Those Momentive-driven insights allowed Sakura of America to make data‑backed decisions, shape pricing and product development, set measurable performance targets, and align stakeholders across the company.

Sakura of America

Casey Roberts

Senior Marketing Manager of Innovation and Consumer Insights