Looking at Japan as an Innovation Inspiring Market

Case studies

ENTERTAINMENT

Looking at Japan as an Innovation Inspiring Market

The global consumer insight department of an American toy manufacturing company was looking to provide its stakeholders with snack-bite sized insights on the latest trends and fresh topics from Asia and specifically Japan, via a weekly newsletter.

OUR WORK

Desk research on the latest trends and buzz in Japan and other Asian countries to feed into the newsletter creation, addressing:

Cultural and societal events shaping the nation’s state of mind and essential information to understand Japanese culture.
Trends scan in their marketing and cultural context and concrete examples of consumer behaviour and Asian market direction in a variety of industries, with more focus on leisure, entertainment, technology, social network and family’s relationships related trends.

THE OUTCOME

A biweekly report on Japan’s societal and cultural trends and habits, providing insights and necessary information to understand Japan’s current state and culture, which could inspire product, service and campaign developments

“The report is great! There’s a lot here that we can share with our teams."
- Client voice

All Entertainment

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Account Manager (Qualitative)

Account Manager is a mid-level client service role that entails responsibility for small to mid-size market research projects.

Responsibilities

Building and maintaining client relationships
Qualitative research project management
Respondent interviewing and moderation (depth interviews and focus groups)
Report writing and presentation
Starting to take a leader role within the business and mentoring others

Qualifications

University degree
Native or N1 level Japanese
5+ years experience in a market research agency
Interviewing and moderation experience

SAORI HIRASAWA

Project Manager

Everyday at CarterJMRN is so different, and that’s why I enjoy working here. I always start my day by following my to-do list – though it’s rare that I can follow them precisely because there are always new projects and tasks. It is very important for us to keep up with the fast pace and be flexible. The best part of working here is learning. I am exposed to a wide range of industries which ensures that I am never bored. After working at CarterJMRN, I have come to see the world differently – even if it’s just the way I look at doing my shopping. For example, I closely observe clients’ products, competitors, layout of the shelving units, observing people’s behavior, etc.. We consider ourselves as a “partner” of our clients and work together with them. It requires a lot of effort to work in a team with very high professional standard, but it has been equally rewarding.