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qualitative

GMO Japan Market Intelligence(JMI) qualitative research uncovers how and why Japanese consumers make the choices they do in a broad range of categories.

This is a particularly important challenge for marketers seeking to understand the motivational drivers and the barriers hindering the acceptance of their products and services in Japan.

Important sectors that JMI researches include cosmetics, homecare, food & beverages, alcohols, luxury products, travel & leisure, movies, retail, finance, consumer durables, automotive, business to business (B2B) and technology (IT).

JMI can provide both in-depth interviews and focus groups to provide insight into these areas.

1. Local expertise with a global perspective:For global researchers, JMI offers a wealth of experience in executing global methodologies in the Japanese market. JMI appreciates not only the complexities of conducting qualitative research in Japan, but also the importance of maintaining global consistency for our research clients.
2. Bilingual / bicultural moderators:At JMI it is understood how crucial it is for our clients to be able to communicate directly with moderators, and for our moderators to be "in-tune" and understanding of the research objectives. Often our moderators are therefore our consultants, who work directly with you from the onset of the project to the delivery of analysis and recommendations.
3. Sample control:We ensure that the respondents to a study reflect the targeted Japanese market segment. JMI has access to large consumer databases with over 200,000 individuals, and furthermore, has experience recruiting difficult B-B and opinion leader samples through networks and professional associations.
4. Analysis/Interpretation:Our bicultural consultants work to help our clients understand why a respondent's response, within the Japanese cultural context. Our clients find that they have a much greater perspective when they have a feel for the cultural and historical background of a market. Native English-speaking consultants write reports.

For more information on JMI's services in qualitative research:contact us