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WIP Japan's language-related expertise

In qualitative research, language is everything. Therefore, research targeting people from a different cultural background often ends in failure due, for example, to miscommunication with local research staff, differences between original and local versions of questionnaires and interviews due to nuance, mistakes in expression by interviewers and moderators, and misreading of nuances when analyzing.

Making full use of the support that WIP Japan, with its language-related expertise, can offer, will ensure solid progress for any project being planned.

Qualitative marketing research

Qualitative marketing research analyzes data quantitatively, but uses language-based information (expressions, nuances, etc.), mainly from interviews and the like, as data.

Qualitative marketing research is based mainly on language data, and is well suited to getting an understanding of the background to specific actions, and for investigating and discovering hypotheses.


Qualitative marketing research takes various forms, from the well-known group interview, to the personal (in-depth) interview, key person interview, internet research (including chat and noticeboards), observational research, mailings, and more. Research style is decided upon by taking into account such factors as the number of the sample (i.e., the persons to be researched) and the budget.

In general, when people talk about research they mean quantitative marketing research, but questionnaire research does not have to be quantitative. Depending on the style of the questions, it can also be qualitative.

Qualitative marketing research is typically used for such purposes as the investigation and discovery of hypotheses, elucidating consciousness, reasons, backgrounds, and matters of cause and effect.

Example questions

Preference research

“When do you most feel you want coffee? Where do you prefer to drink it?”

“Who do you normally have coffee with?”

“Do you like XXX Coffee? What image does XXX Coffee have for you?”

“Is the atmosphere of where you drink coffee important to you?"

“How do you feel when drinking coffee at YYY”

“What are the good and bad points about ZZZ? Why?”