Our Market Research Services > Qualitative Market Research

Qualitative Market Research

Focus Group Market Research Japan

Focus Groups

Utilize focus groups for
exploring new product or
website design, ad messaging,
positioning statements and
category needs.

Ethnography Market Research Japan

Ethnographic Research

Ethnography is an immersive
research process of interviewing
and learning consumer
behaviors and needs in the
places they actually occur.

In Depth Interviews Market Research Japan

Digital Ethnography

Digital ethnography, or “Virtual
ethnography”captures respondents
behaviours, activities and interaction
with  products in real time and
with real time efficiency benefits.

In Depth Interviews Market Research Japan

In-depth Interviews

Viewed behind a mirror or in
respondent’s homes – in-depth
interviews explore highly
sensitive topics or help isolate
opinions and reactions.

Usability Market Research Japan

Usability Testing

Test and evaluate website
designs, app functionality
gaming products to digital
cameras in different settings-
in-situ or behind the mirror.

Accompanied Shopping Market Research Japan

Accompanied Shopping

Accompany Japan’s discerning
shoppers on a safari and take an
observational and psychological
approach to learning how to
optimize retail environments.

Online Communities Market Research Japan

Online Communities

We assemble online
communities of qualified
respondents and expand the
volume of consumer feedback-
gaining valuable input.


Embracing customers and customer needs at the heart of your business clears the
pathway to success

We’ve been perfecting our approach to qualitative and exploratory market research in Japan and across the Asia-Pacific region for over three decades. We delight in tailoring your qualitative work from both local and Western perspectives to facilitate your deepened understanding of customer needs and business opportunities in Japan.

Get up close and personal with your Japanese consumers

We employ a range of techniques to bring you closer to your customer including classic market research approaches (such as focus groups and in-depth interviews), as well as in-situ approaches (such as experiential and ethnographic market research interviews, usability testing and accompanied shopping). These qualitative research techniques are backed by thorough and culturally sensitive analysis that, where appropriate, includes an understanding of semiotics and brand archetypes in Japan.

We make sure you’re talking with the RIGHT consumers

Our internal recruiting and resources department – working directly with our project management teams – stay on top of making sure we are talking with highly qualified respondents. This ensures the opinions you’re hearing, and on which you’re basing important decisions, are expressed by articulate consumers who meet your qualifications.

Our bilingual moderators have orchestrated focus groups as well as ethnographic interviews and shop-alongs – for product categories from household to luxury, onward to financial and healthcare.

Experienced and nuanced moderation is key for qualitative research

In Japan, our experienced Japanese/English bilingual moderators have orchestrated focus groups and IDIs – as well as ethnographic interviews and shop-alongs – for product categories ranging from household products to luxury goods, and onward to financial and healthcare products and services. Our wealth of experience with Japanese consumers and multinational clients drives deeper insight to connect with your market research goal.

Flexible, customized design to meet your specific market research objectives

Our consultants are highly experienced in designing and conducting both local and multi-country regional studies, and our project managers and analysts are bilingual and bicultural, allowing the best combination of reliable output and truly sensitive synthesis of findings.

Regionally in Asia, we design and manage all study aspects, partnering with long-trusted local moderators, and utilizing their inputs to deliver final study outcomes.

Case Studies - Qualitative Market Research

Image survey of a particular country in Japan

Our client, an embassy of a certain country, would like to improve its country’s awareness and image within Japan in preparation for the upcoming Osaka Expo. However, they currently have no idea how much Japanese people know about their country, what they do know, or what kind of image they have of it. Therefore, they wanted to collect basic information that would be useful in their planning of future measures

Children’s Daily Life Study (Desk Research & Internet Survey)

A client that airs animation for kids in many countries asked us to conduct desk research and online quantitative research on the daily lives of preschoolers in Japan prior to the launch of their animation in Japan.

Luxury Brand Purchase Intention Survey (Exit Survey)

Sales of leather goods at global fashion brand street stores have been stagnant, but because the causes of this decline in sales are unknown no course of action can be taken to improve it

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