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...
by James Norton | Apr 27, 2026 | Category Insights, Japan Market Entry, Market Research Methodology
In Japan, a clean home is rarely just a clean home. It is an expression of identity, a demonstration of care, and a deeply cultural act woven into the fabric of daily life. For those trying to understand the Japanese consumer (and the household cleaning category in...
