Japan Values Segmentation

At The Carter Group, we’ve tracked consumer sentiment in Japan every year since 2017. Beginning in 2021, we added over 60 questions covering everyday people’s values on issues such as personal confidence and security, the nation’s position in the world, how people feel about institutions and powers that be, the roles of science and tradition, as well as the world of work and emergent social and environmental issues.

We apply a statistical method called cluster analysis to identify people with similar values and place them into separate groupings. Within these groups, members are more similar in their worldview to each other than they are to members of other groups.

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