Data tells you what Japan does; qualitative research reveals why. Partner with our local experts to execute culturally sensitive interviews and Focus Groups that deliver the actionable, human insights crucial for your success in Japan.
Conducting effective interviews and focus groups in Japan presents unique cultural and logistical hurdles that typically invalidate research managed from abroad:
The Honne and Tatemae Barrier: Japanese respondents often provide polite, socially acceptable answers (Tatemae) rather than their true feelings (Honne). Foreign moderators and non-local firms frequently fail to read the subtle cues necessary to probe past Tatemae and extract genuine insights.
The Recruitment Bottleneck: Sourcing reliable, high-quality Japanese participants who meet specific demographic or technical criteria (e.g., specific industry professionals or niche consumers) requires deep local networks and language proficiency that international platforms lack.
The Contextual Misinterpretation: Observations made during research (e.g., body language, silence) can be misinterpreted without an understanding of Japanese non-verbal communication and social norms, leading to flawed conclusions.
We are the local authority dedicated to designing and executing research that penetrates these cultural barriers.
Our Qualitative Research service is an integrated process managed end-to-end by our Japanese-based team, guaranteeing authentic and actionable consumer insights.
We leverage our local network and proprietary screening methods to guarantee you are speaking to the right people.
Precision Screening: We go beyond basic demographics to screen participants based on behavioral habits, product usage, and psychographics relevant to your research objectives.
Niche & Expert Recruitment: Specialized sourcing capabilities to secure hard-to-reach participants, including B2B stakeholders, technical specialists, and key opinion leaders (KOLs) within the Japanese market.
The key to unlocking Honne (true opinion) lies in skilled, localized moderation.
Native Japanese Moderators: All sessions (IDI, FGI) are led by experienced native Japanese moderators who understand the subtle dynamics of group interactions and can use appropriate Keigo to establish trust and psychological safety.
Expert Probing Techniques: Our moderators are trained to employ culturally sensitive probing techniques, recognizing Tatemae and gently guiding respondents toward genuine feelings and motivations.
We translate cultural context into clear business strategy.
Contextual Analysis: Raw data is analyzed not just linguistically, but culturally, ensuring that the English report accurately reflects the underlying Japanese social context of the findings.
Strategic Reporting: You receive a final English report that highlights key insights, competitive threats, and clear recommendations tailored to your global business objectives for the Japanese market.
| Research Type | Description | Key Deliverable |
| Focus Group Interviews (FGI) | In-person or online group sessions moderated by a Japanese expert to observe group dynamics and deep-dive into brand perception, advertising effectiveness, and product testing. | Detailed transcripts, video highlights (translated), and FGI moderator analysis reports. |
| In-Depth Interviews (IDI) | One-on-one structured or semi-structured interviews with high-value individuals, perfect for exploring sensitive topics, B2B decision-making processes, or complex user experience (UX) flows. | Transcribed interviews and individual psychological profiles/analysis. |
| Ethnographic & Observation Studies | Observing consumers in their natural environment (home, retail, office) to understand behavior patterns and product interaction in a real-world setting. | Photo/Video documentation, behavioral analysis, and expert commentary. |
| Online Research Communities (MROCs) | Long-term online platforms for continuous, asynchronous interaction with a closed group of Japanese consumers to track feelings and gather longitudinal feedback. | Longitudinal data analysis and periodic insight reports. |
Launching a product or service in Japan without true consumer insight is a high-risk gamble. Generic research methodologies will only yield generic, and often misleading, results.
Gain the strategic advantage of authentic Japanese Honne. Partner with the local experts who can ask the right questions, understand the subtle answers, and deliver the actionable intelligence your global strategy needs.
Tell Us Your Research Goals for the Japanese Market
Use any of the following methods:
e-mail: inquiry@wipgroup.com
© 1995 WIP Japan Corporation
