by James Norton | Jun 5, 2026 | Category Insights
In Japan, a satisfied patient and an unmet need are often the same person. “Are you satisfied with your current treatment?” The patient says yes. A few questions later, it’s clear that the yes was doing a lot of work. The weekly hospital trips...
by James Norton | May 7, 2026 | Ageing and Generations, Category Insights
In March 2026, Suntory launched Guilty Carbonated NOPE, its first major new soft drink brand in 14 years. The product arrived with unusually loud visual language, unapologetically sweet flavor, and a concept built around “guilty consumption.” At face value, NOPE...
by James Norton | May 7, 2026 | Category Insights
At Carter, we love a good Japanese series, and with Vivant and Shogun in production for their second series, we ask- what makes a great series in Japan? Over the past twenty-five years working alongside broadcasters, studios and streaming platforms in Japan, we have...
by James Norton | May 7, 2026 | Ageing and Generations
Advertising targeting Japan’s aging population has become some of the country’s most culturally intelligent marketing. Here’s what some campaigns reveal about how to connect with this audience genuinely. Introduction Japan is often described as a preview of the...
by James Norton | Apr 27, 2026 | Market Research Methodology
Every brief that lands on a researcher’s desk carries within it a methodological question, even when it isn’t stated explicitly. The question is not simply “what do we need to know?” It is “what kind of knowing do we need‚ and what approach is actually...
