by carterjmrn | Aug 26, 2025 | Carter Group Viewpoints, Market Research Methodology, Research in Action
Qualitative research methods such as ethnography, in-depth interviews and focus groups are well suited to elicit unexpected insights into a culture other than one’s own. Especially in Japan, where gaining human-centered insights into behaviors and preferences can be...
by carterjmrn | May 23, 2024 | Gaming, Leisure and Entertainment
Japan is synonymous with gaming culture. Its video gaming giants, including SEGA, Sony and Nintendo are household names across the world. The characters of Japanese video games, such as Mario, Sonic the Hedgehog, and Pikachu are massive global successes. Their reach...
by carterjmrn | Mar 25, 2024 | Research in Action
Diving Deep with IDIs: Uncovering Individual Narratives The market research journey often begins with in-depth Interviews (IDIs) before advancing to focus groups, employing a strategy that leverages the unique strengths of each method to achieve a holistic...
by carterjmrn | Mar 22, 2024 | Super Aged Society
Japan’s cultural and media landscape is notoriously complex, but few threads are as colourful and enduring as the influence of celebrities on consumer behaviour and marketing strategies. Among the many to choose from, Tetsuko Kuroyanagi stands out not only for her...
by carterjmrn | Feb 15, 2024 | Gaming, Leisure and Entertainment
Japan’s ever-evolving world of gaming presents a unique landscape where tradition and technology converge, crafting experiences that resonate deeply with a diverse audience of gamers. In this article, we explore the heart of this phenomenon, filled with nuanced...
