Welcome to

Unmasking Japan™

The offical blog of CarterJMRN

Welcome to the CarterJMRN blog, where we explore the world of the Japanese consumer. Our posts offer our insights based on decades of experience into prevailing trends and effective methodologies in Japanese market research. Here, you can join our discussions on how cultural nuances impact business strategies in Japan and beyond. Stay informed and ahead with our tailored analyses, carefully crafted to empower your market strategies in Japan.

Featured Blog

Gamers at an eSports competition in Tokyo, Japan

Japan: The Driving Force Behind Global Gaming Innovation
Japan is a powerhouse in the gaming industry, ranking as the third biggest gaming market in the world behind the US and China...

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Consumer Goods
Trend Analysis
Media & Communication
Ethnographic Studies
Japan
Cultural Analysis
Market Segmentation
Technology and Electronics
Professional Services
Healthcare and Pharmaceuticals
market research
Japan Market
Marketing
In-Depth Interviews
Japanese market
Food & Beverage
Retail
Online Surveys
Focus Groups
Japanese consumers
Japanese
Japanese culture
Consumer Insights
Entertainment
Real Estate & Construction
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All Blogs

Japanese arcade

The Evolution of Gaming Culture in Japan: From Arcades to Mobile Gaming
Japan is synonymous with gaming culture. Its video gaming giants, including SEGA, Sony and Nintendo are household names across the world.
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AI Generated image of a focus group in Shibuya, Japan

Navigating Qualitative Research Methodologies: A Comparison of In Depth Interviews and Focus Group Discussions
The market research journey often begins with In Depth Interviews (IDIs) before advancing to focus groups, employing a strategy that leverages the unique...
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Header image for the blog post The Influence of Celebrity in Japanese on www.carterjmrn.com Marketing: The Legacy of Tetsuko Kuroyanagi

The Influence of Celebrity in Japanese Marketing: The Legacy of Tetsuko Kuroyanagi
Japan’s cultural and media landscape is notoriously complex, but few threads are as colourful and enduring as the influence of celebrities on consumer...
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Closeup of a Nintendo Switch controller in front of a monitor for use as the header of a blog about gaming platform sensitivities on carterjmrn.com

Japanese Gaming Sensitivities: Navigating Between PC/Console, Mobile, and Nintendo
In the vibrant and ever-evolving world of gaming, Japan presents a unique landscape where tradition and technology converge, crafting experiences that resonate deeply...
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Header image for the blog Japanese Gamer identity

Redefining Play: The Rise of Social Gaming and Cultural Shifts in Japan’s Gaming Ecosystem
Japan's gaming landscape contains a fascinating blend of tradition and innovation, deeply intertwined with the evolving identities of its gamers. This world is...
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The Crucial Art of Conveying UX Research Insights to Stakeholders

The Critical Art of Conveying UX Research Insights to Stakeholders
Understanding consumer behavior is paramount to shaping successful marketing strategies in today's dynamic and interconnected world. We stand at the forefront of deciphering...
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Market Research Analysts' New Job: How AI is Changing the Role, Not Replacing It

Market Research Analysts’ New Job: How AI is Changing the Role, Not Replacing It
In a sense, generative AI in market research is not doing anything that researchers weren’t doing already. They have always generated, collected, analyzed,...
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Using UX Research to Unleash Japan's Entrepreneurial Potential

Using UX Research for Entrepreneurial Success in Japan
Brands wanting to grow and succeed in business should think about Japan, as it provides a special chance for expansion. We have learned...
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What you Should know about Senior Insta Influencers in Japan

Senior Influencers: How to Reach the Aging Population
While print media is still popular among seniors, more and more seniors are using the internet, smartphones, and social media to stay connected...
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Core Topics

Market Research Methodology
Japan Values Segmentation
Japan Sentiment Tracker
Japan Mega Trends
Japan Market Entry
Covid-19 Related Articles
Carter Group Viewpoints
Age-Tech Japan
Market Research Methodology
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The Power and Glory of Engaged Stakeholders in UX Research

It may be easy to think that the most relevant stakeholder in UX research is the end user. When it comes to creating...

Getting Your Japan Market Research Right, First Time: Tips For Success

Recently my colleague Debbie Howard and I were interviewed by Jamin Brazil for his Happy Market Research Podcast (a highly recommended podcast if you have an interest...

Six Great Reasons Not to do Market Research (and why I don’t agree!)

Back in the last century when I was studying marketing at the University of New South Wales in Australia I was fortunate enough...

Three Market Research Applications Japan Clients are Using During Covid

Both cautiously and optimistically we can say that it looks like the peak of the Covid crisis has passed in Japan. Shops are open, restaurants...
Japan Mega Trends
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Six Charts Revealing Unique Challenges of Women in the Japanese Workforce

We often hear Japan described as a ‘traditional’ society. That description certainly conjures up images of geisha walking down the streets and other...

4 Major Trends Shaping Japan

Japan is meeting the era of Reiwa with unprecedented growth in the elder age brackets and declining numbers among the young.

Introducing Japan’s Fearful Fringe

Every country has them, and Japan is no different. I’m talking about “the fearful fringe.” These are the people who fundamentally lack trust...

Tik Tok Challenges Major Social Networks in Japan

CarterJMRN has been tracking daily social media usage among the general public aged 16-69 via our Japan Consumer Sentiment Survey since 2017.
Japan Market Entry
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The Art and Science of Better Qualitative Research Engagement with Japanese Participants

Qualitative research methods such as ethnography, in-depth interviews and focus groups are well suited to elicit unexpected insights into a culture other than...

Ritorno al Futuro per il Lusso in Giappone?

Circa 30 anni fa, il Giappone si distingueva come epicentro del lusso mondiale. Ancora mercato fondamentale per i brand internazionali, negli ultimi anni...

Back to the Future for Luxury in Japan?

Some 30 years ago, Japan was the epicentre of growth in global luxury. While it has remained a significant market for international luxury...

Getting Your Japan Market Research Right, First Time: Tips For Success

Recently my colleague Debbie Howard and I were interviewed by Jamin Brazil for his Happy Market Research Podcast (a highly recommended podcast if you have an interest...
Carter Group Viewpoints
See More in this Category

The Critical Art of Conveying UX Research Insights to Stakeholders

Understanding consumer behavior is paramount to shaping successful marketing strategies in today's dynamic and interconnected world. We stand at the forefront of deciphering...

Market Research Analysts’ New Job: How AI is Changing the Role, Not Replacing It

In a sense, generative AI in market research is not doing anything that researchers weren’t doing already. They have always generated, collected, analyzed,...

Using UX Research for Entrepreneurial Success in Japan

Brands wanting to grow and succeed in business should think about Japan, as it provides a special chance for expansion. We have learned...

The Power and Glory of Engaged Stakeholders in UX Research

It may be easy to think that the most relevant stakeholder in UX research is the end user. When it comes to creating...
Japan Sentiment Tracker
See More in this Category

Introducing Japan’s Fearful Fringe

Every country has them, and Japan is no different. I’m talking about “the fearful fringe.” These are the people who fundamentally lack trust...

Why Culture Eats Strategy for Breakfast

You’ve heard it said that ‘culture eats strategy for breakfast.’ More than once, probably. It’s become a part of corporate vernacular, a buzz...

Tik Tok Challenges Major Social Networks in Japan

CarterJMRN has been tracking daily social media usage among the general public aged 16-69 via our Japan Consumer Sentiment Survey since 2017.

Young and Going Places – Meet Japan’s 20th Century Modernists

One definition of progress is that Japan should move its society from one based on traditional values - highly protective of change and...
Japan Values Segmentation
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Finding Japan’s Green Consumer

Over the past 10 to 15 years, Japanese marketers have wholeheartedly embraced the symbology of sustainability. Notions of ‘green’ and ‘eco’ and ‘human’...

Successfully Navigating the Middle Path: Meet Japan’s Balanced Traditionalists

For many, one of the toughest challenges in developing one’s values set is navigating through extremes. There is a temptation to assume simplistic...

Introducing Japan’s Fearful Fringe

Every country has them, and Japan is no different. I’m talking about “the fearful fringe.” These are the people who fundamentally lack trust...

Why Culture Eats Strategy for Breakfast

You’ve heard it said that ‘culture eats strategy for breakfast.’ More than once, probably. It’s become a part of corporate vernacular, a buzz...
Covid-19 Related Articles
See More in this Category

Working from Home Trends in Japan – Are Women Missing Out to Men?

CarterJMRN has been tracking working from home trends among the general public aged 16-69 via our Japan Consumer Sentiment Survey.

Japan’s People Start to Engage with the Sustainable Development Goals (SDGs)

The United Nations’ Sustainable Development Goals (SDGs) are a set of 17 goals and 169 targets that countries are encouraged to use as...

Are Japan’s Young About to Write Their Own Story?

Back in 2018 I published an article on LinkedIn titled, ‘Young and Careful: Japan’s Strangely Conservative Youth’. At the time of writing that...

Japan Returns to the Cinema

Just this past weekend (October 16-18), the popular animation “Demon Slayer（鬼滅の刃）” released its first movie in cinemas across the nation, shattering all-time opening records by bringing in...
Age-Tech Japan
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Heads, Hands and Hearts for Age Tech

Developing tech-enabled products and services that assist us as we age is a relatively new frontier. However, the vision of a world where...

Age Tech Japan Newsletter: April 2022

When addressing the large-scale, multi-faceted challenges involving rapid aging, society, and healthcare systems, one of the most important success factors in innovating new...

Age Tech Japan Newsletter: February 2022

Social media use and digital uptake among older generations has proven to be an interesting metric to watch over the years, and is...

Big in Japan – Perspective from 35 Years of Living in an Aging Country

With more than 34 million people over the age of 65, Japan is the oldest country in the world, and it already feels...