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my colleague\u00a0Debbie Howard\u00a0and I were interviewed by Jamin Brazil for his\u00a0Happy Market Research Podcast\u00a0(a highly recommended podcast if you have an interest in market research). <\/p>\n","protected":false},"author":1,"featured_media":723,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_et_pb_use_builder":"on","_et_pb_old_content":"<!-- wp:paragraph -->\n<p>Recently my colleague&nbsp;<a href=\"https:\/\/www.linkedin.com\/in\/debbiehoward\/\" target=\"_blank\" rel=\"noreferrer noopener\">Debbie Howard<\/a>&nbsp;and I were interviewed by Jamin Brazil for his&nbsp;<a href=\"https:\/\/happymr.com\/dominic-carter-debbie-howard\/\" target=\"_blank\" rel=\"noreferrer noopener\">Happy Market Research Podcast<\/a>&nbsp;(a highly recommended podcast if you have an interest in market research). Among other things we discussed with Jamin how to avoid making mistakes when you\u2019re doing international market research \u2013 or, put more proactively, how to get the most out of your project. I felt it was worth writing down and expanding on several of these insights.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>Both Debbie and I have spent many years working with clients interested in cracking the Japan market. We\u2019ve worked with people fulfilling a wide range of different client job functions including the owners of businesses, international business development teams, marketing teams, product teams, UX teams and, of course, market research teams. Our clients are invariably successful in their home markets, yet often start from a low base of experience in Asia, particularly Japan.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>The knowledge gaps tend to relate to the unique characteristics of Japanese consumer behaviour, domestic marketing strategies, and differing styles of communication as well as some unique points in the way market research is typically carried out.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>One thing is for sure \u2013 Addressing these knowledge gaps saves you both time and money in the long run. Some key tips for success are:<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:heading {\"level\":5} -->\n<h5><strong>Speak with people who have worked in the market already<\/strong><\/h5>\n<!-- \/wp:heading -->\n\n<!-- wp:paragraph -->\n<p>Spending some time to gain informal feedback on who\u2019s going to be a genuinely good fit for you and your project is much better than just broadcasting a request for quotation. Different agencies have different methodological and sectoral experience sets. The ability to understand where you\u2019re coming from and the way you need the work to be carried out varies from firm to firm. If you don\u2019t have a network that extends internationally then try via some LinkedIn groups. Usually there will be somebody within one or two degrees of separation that will be able to give you some hard-won advice on who will be a great partner for you.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:heading {\"level\":5} -->\n<h5><strong>Methodology is the same, but different<\/strong><\/h5>\n<!-- \/wp:heading -->\n\n<!-- wp:paragraph -->\n<p>All standard market research methodologies are utilized in Japan, but they\u2019re sometimes used differently (or offer differing strengths and weaknesses) when placed in front of Japanese respondents. For example, while it is eminently possible to carry out market research interviews over the telephone, this has never been a highly used methodology in Japan. This is because in Japanese culture, due to the formality required in a phone call, it can be quite difficult for the interviewer to build rapport. Further, respondents\u2019 willingness to share information over the phone with someone they haven\u2019t met is generally less than in other markets.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>On the heels of the Covid-19 crisis, the advent of the online Zoom interview is providing a nice compromise since it offers the rapport building potential of face-to-face interviews with the efficiency of a phone call. We welcome this development wholeheartedly, while acknowledging that for some types of interviews it may be challenging to get fantastic and deep insights unless it\u2019s face-to-face.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:heading {\"level\":5} -->\n<h5><strong>Ask lots of questions before deciding your approach<\/strong><\/h5>\n<!-- \/wp:heading -->\n\n<!-- wp:paragraph -->\n<p>Generally speaking, it pays to ask your on-the-ground market research partner detailed questions about methodology. Usually, it\u2019s the best idea to follow their advice on things like recruitment, interview length, incentives and the like. But by all means, challenge the areas where you feel strongly that justification may be lacking for doing things a different way than in other markets. Some of the ways of doing research in Japan are more justified by the supplier\u2019s comfort zone and habit as opposed to a fundamental objection on the part of the respondent. For years I was told that foreign researchers \u2013 let alone clients \u2013 should not enter Japanese houses to carry out interviews because they would make the respondents uncomfortable and bias the interview. However, with sensitive and polite behaviour this simply isn\u2019t the case.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>Having said that, making things comfortable and easy for the respondent, especially when it comes to using digital interviewing tools, is essential. While Japan is a highly advanced market, the average person (and remember, that average person is possibly much older in Japan than your country) may not have the same facility with devices and platforms. For that reason, since the Covid crisis started we\u2019ve been sending out devices pre-loaded with the interviewing software so the respondent can just take it out of the box and use it.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>It\u2019s also important to bear in mind: just because a task seems straightforward (to you) doesn\u2019t mean the respondent sees it as being their role to co-operate. For example, asking busy professionals like doctors to download new interviewing platforms is a non-starter. The old adage in Japan that \u201cthe customer is God\u201d does sometimes work its way into the world of market research (with the respondent being God). Your recruitment and interviewing process always needs to make the Japanese respondent feel they are respected and valued, or you may well find problems with co-operation or messy complaints after the fact.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:heading {\"level\":5} -->\n<h5><strong>Partner with a local when it comes to analysing your results<\/strong><\/h5>\n<!-- \/wp:heading -->\n\n<!-- wp:paragraph -->\n<p>Japanese operate within what anthropologists have called a&nbsp;<a href=\"https:\/\/en.wikipedia.org\/wiki\/High-context_and_low-context_cultures\" target=\"_blank\" rel=\"noreferrer noopener\">high context culture<\/a>. This means much communication is non-verbal or in fact communicated in what people&nbsp;<em>don\u2019t<\/em>&nbsp;say. That can be really hard foroutsiders to interpret, including myself! I\u2019ve lived and worked with Japanese people for over 25 years and it\u2019s still hard for me to interpret what people really mean to communicate (or hide) when they speak. It helps tostrike up a good relationship with people working on your project who are natives and can help you interpret what you\u2019re seeing and hearing. You might be witnessing the same thing but arriving at quite differentconclusions. The more open you are to having dialogue, even with the youngest people on the project, the better placed you are to interpret your observations with a sense of balance and perspective. It\u2019s not necessary to form a consensus view on the findings and implications of your research with local observers, however it\u2019s far from uncommon that the Japanese people within your team will arrive at similar conclusions to the locals on our team. So at least you\u2019ll know where the discussions may lead.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:heading {\"level\":5} -->\n<h5><strong>Spend some time walking around<\/strong><\/h5>\n<!-- \/wp:heading -->\n\n<!-- wp:paragraph -->\n<p>Covid-19 notwithstanding, if you do get the opportunity to spend time on the ground in Japan it\u2019s a great idea to schedule time to walk around and take in the sights and sounds. Myriad questions will often arise from this. Several years ago we took the executive board of a large company from the United States on a market safari. We had expected to be dealing with complete neophytes but that client had actually already spent some time just walking around in advance. This added to their ability to empathize and greatly enhanced the quality of their observations and questions once they were properly guided. I\u2019m a great believer in learning from the unscripted and unexpected!<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:heading {\"level\":5} -->\n<h5><strong>Don\u2019t rush into quantitative research<\/strong><\/h5>\n<!-- \/wp:heading -->\n\n<!-- wp:paragraph -->\n<p>It\u2019s rare that I don\u2019t counsel caution when clients ask us to carry out a survey to appraise their market potential in Japan, when they have not already carried out exploratory, qualitative research. Auditing current awareness and behaviours with surveys is fine, but it is often the case that underlying consumer&nbsp;<em>needs<\/em>&nbsp;are quite different to your home country \u2013 and it takes time to learn about that. I will always remember the looks of disbelief on the faces of a visiting executive team from a major cleaning company when we reported to them that their product might be&nbsp;<em>too<\/em>&nbsp;effective. But spending time in home&nbsp;<a href=\"https:\/\/carterjmrn.com\/services\/qualitative-market-research\/experiential-and-ethnography-interviews\/\">ethnographies<\/a>&nbsp;with Japanese housewives had really given us an empathy for the emotions that drive extended rituals and processes around cleaning, not to mention the perceived dangers of strong cleaning products.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>Failing to understand the consumer context can lead you to the conclusion that your product is not going to work in Japan. But this could simply be a case of not knowing what questions to ask, how to ask those questions, and how to talk about your own concept in a way the Japanese consumer easily understands. &nbsp;Knowing what to emphasise and what to downplay can make all the difference in coming up with a concept that will bring home the bacon when it comes time to do your testing. A survey may be flawless in its design and fieldwork, but if the thinking around the sample and the questions does not reflect a proper understanding of the local consumer\u2019s agenda, the results may be incomplete or misleading.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>At the end of the day, it\u2019s a question of speaking to as many different colleagues and potential partners as you can about design and methodology. Then once you\u2019re doing the project, engaging your local team to help you with context and interpretation is key. You may know your stuff back-to-front in your home market, but actively listening and keeping an open mind to disparate views will help you create a smooth and rewarding experience. Armed with these perspectives you should have every reason to be confident in your judgement about how to make your market research in Japan a success.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:image {\"id\":1134,\"sizeSlug\":\"large\",\"linkDestination\":\"none\"} -->\n<figure class=\"wp-block-image size-large\"><img src=\"https:\/\/carterjmrn.com\/wp-content\/uploads\/2022\/12\/2022-carter-blog-japans-people-start-to-engage-with-the-sustainable-development-goals-sdgs_inline-dominic-carter-1024x658.png\" alt=\"\" class=\"wp-image-1134\" \/><\/figure>\n<!-- \/wp:image -->","_et_gb_content_width":"","footnotes":""},"categories":[973,974,975],"tags":[295,297,384,387],"methodology-blog":[747,784,804],"sector-blog":[853,881,900],"class_list":["post-3537","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-973","category-974","category-975","tag-japan","tag-japan-market","tag-market-research","tag-marketing","methodology-blog-747","methodology-blog-784","methodology-blog-804","sector-blog-853","sector-blog-881","sector-blog-900"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>\u65e5\u672c\u306b\u304a\u3051\u308b\u5e02\u5834\u8abf\u67fb\u3092\u9069\u5207\u306b\u9032\u3081\u308b\u305f\u3081\u306b\uff1a\u521d\u5fc3\u8005\u306e\u305f\u3081\u306e\u6210\u529f\u306e\u305f\u3081\u306e\u30d2\u30f3\u30c8 - CarterJMRN KK<\/title>\n<meta name=\"description\" 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