Market Research in Japan
Market Overview of Japan
Japan has enjoyed stable growth since 2012. However, Japan is also facing a declining population and ageing population. To combat the decrease in workforce numbers, Japan has been using robots to take over jobs previously done by humans.
Economy
Japan is the third largest economy in the world, after the U.S and China. Japan is a service-oriented economy, where it accounts for about 70% of its GDP.
Consumers
Japanese have high quality standards and expectations. Japan also places emphasis on respect and etiquette. To reach out to consumers effectively, localisation is very important due to the difference in its culture from the rest of the world. Trust can also be gained quickly through the use of social influencers. The younger generation are also more tech-savvy and are more likely to purchase online.
Market Research in Japan
The Japanese have strong group mentality, hence their opinions are easily swayed by others. Therefore, it would be better for respondents to write down their answers before sharing during focus groups discussions to ensure more accurate answers. The Japanese culture is strongly based on seniority, where juniors are likely to defer to the opinions of their seniors. Therefore, it would be more suitable to arrange focus groups respondents within a close age range, and to not ask about age during the focus groups to avoid forming of hierarchies, hence affecting responses.
There is a strong demand for market research in Japan, especially for the Healthcare & Medical industry, as well as for the gaming industry.
Case studies
- Marketing And Education Platform Study was conducted in China, India and Japan for a global technology firm
- Holiday Accomodation Study was conducted in Japan for the travel industry via an online community methodology
- Gamers JP Study was conductedin Japan for the gaming industry through online in-depth interviews + virtual playtests