Market research in Japan – our capabilities.

From Hokkaido to Okinawa, we are the go-to partner for market research in Japan

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We help brands conduct market research in Japan so that they can succeed in this challenging market. Understanding cultural context and ensuring proper localisation are especially important for brands wanting to target the Japanese market. Drawing on our local knowledge, we work with local and multinational firms on full-service market research projects that help them get closer to Japanese consumers and create products, services and campaigns that meet their needs. We can also work with businesses as a fieldwork partner, helping them to reach the right respondents across Japan.

We have a long history of conducting market research in Japan – and have had offices here for 17 years, spanning multiple cities. We’ve worked on a range of client challenges, most recently helping Bloomberg to understand how B2B decision makers’ priorities are changing as a result of COVID-19.

We have one of the largest online panels of any market research agency in Japan. We’re also a trusted partner for face-to-face research– from our interview rooms in Tokyo, we conduct over 1,300 groups and 300 central location tests each year.

17+

WI_location-1 Years of experience in Japan

30+

WI_global Years of global experience

6,000+

WI_computer Online projects each year

500+

WI_green-user-27x27 Offline projects each year

1,300+

puzzle Focus groups each year

300+

WI_meeting Central location tests each year

4

WI_real-estate Offices In Japan

FAQs

How diverse is Asia Pacific culturally?

The short answer is that Asia is incredibly rich and nuanced from a cultural standpoint: the multitude of religious beliefs, histories, languages, and other cultural markers means that each market is more different than similar. This can make Asia Pacific market research challenging without the right partner to help you understand the intricacies of each country. That said, though, the ‘urban Asia’ experience is similar to some extent, and popular culture does form the basis to link up a couple of the Asian markets, so there can be ways to seek out common threads amidst the vibrancy of difference.

Do I need to do all my market research in Asia in local / vernacular languages?

As a rule yes. By conducting research in the local language, consumers will have the capability and confidence to express their thoughts and feelings toward the brands, products or services in question. Unlike some market research agencies in Asia, Kadence has a range of languages in-house thanks to our network of Asian offices, so local language moderation is a service we can provide. That said, it is possible to carry out research in English in some markets (e.g. Singapore, India, Philippines), depending on the subject matter and education level of the respondents you want to reach.

For large Asian markets like China and India, how many cities do we need to cover with our research?

We recommend at least a combination of 1st tier and 2nd tier cities, as well as 3rd tier and rural locations, if possible. On top of getting a read on geographic and demographic differences in the reactions to your products and services, lifestyle / intra-market attitudinal variations exist, so the wider you are able to carry out your research, the more comprehensive your resulting understanding of the market will be.

Are there certain research approaches or methodologies that work better in one Asian market, compared to another?

Yes. Cultural differences between Asian markets mean that you need to carefully consider your methodology. For instance, we find that in-depth interviews, rather than group-based discussions, can work better for some topics in markets like Japan, where there can be a tendency to ‘self-censor’. In contrast, the one-on-one format lends itself better to building trust and establishing bonds between interviewer and respondent, often leading to more productive conversations. 

You’ll also need to consider the technological infrastructure of the markets you’re researching. In India, for instance, you’ll need to take a mobile first approach for reaching those outside metros and tier 1 cities. This is also true of mobile-first markets like Indonesia and China. Whilst cultural considerations can be diverse and numerous, we’re on hand to help, based on our long history of conducting market research in Asia.

Does the sequence of which markets I do my research first in Asia matter?

Unless there are specific roll-out plans that have strategic importance for your product or service across markets, our experience has taught us that any order comes back down to organizational preference. Your internal stakeholders may want to start the research in a market that is a stronghold for the brand to establish ground understanding, then venture into unfamiliar grounds to gather ‘new news’, or vice versa. Ultimately, Kadence is flexible in terms of how / when / where to start a piece of research, and in the absence of real preference, is willing to provide our suggestions and justifications for any arrangements.

FAQs

How do you facilitate communication with our Japanese customers and stakeholders?
Our team speak both Japanese and English, meaning that we can moderate in the local language, and help embed learnings across your business – regardless of the language your team speaks.  We can run debriefs with your Japan branch in Japanese to make sure all the key stakeholders are on the same page or do so in English to reach colleagues across multiple countries.
What methodologies do you offer in Japan?
We offer a range of qualitative and quantitative methodologies – spanning everything from focus groups and in-depth interviews, shop-alongs and mystery shopping right through to online quantitative studies. We’ll propose the best methodology to maximise your research investment based on the project objectives.
Do you have experience in my industry?
Our team has experience across a wider range of industries for both B2C and B2B research. This includes automotive, consumer electronics, consumer goods, IT, media and healthcare, where we have our own dedicated team and panel.

Our Customers

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Bloomberg
Unilever
Samsung
Panasonic
Mitsubishi
Mars
Arla
Discovery Networks Asia Pacific
Gobear
Free guide

How to conduct online market research in Asia: The Go-To Guide

What online methodologies work best in India? How do you get the most out of respondents through digital methodologies in China? Experts across our global boutique share best practice tips and techniques for conducting online market research in Asia.

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