MARKET CASE STUDY: JAPAN

Analyze societal perspectives and behaviors related to the use of a mood-altering product

Spark Works leveraged online surveys to scrutinize public opinions towards the utilization of a mood-modifying commodity.

Country

APAC Japan

Region

Project background:

In Japan, the use of mood enhancing products is deeply ingrained in the culture. From traditional herbal remedies to modern pharmaceuticals, these products have been used for centuries to help people cope with stress, anxiety, and other mental health issues. The positive social perception of its use is largely driven by the high-pressure work environment and the expectation of social conformity, which can lead to high levels of stress. The easy availability and affordability of these products in Japan also make them easily accessible to consumers. Vending machines selling these products can be found on virtually every street corner and are often located in close proximity to public places.

Considering these reasons, it is undeniable that the use of these products has been deeply ingrained in the social fabric of the country. However, as public awareness of the health risks associated with these products has increased, so too have concerns over their usage. This has led to various government initiatives and regulations aimed at reducing consumption. Questions about limitations on using mood-enhancing products have been voiced by one of our clients. As a result, they have approached us to conduct market research in order to quantify the severity of the problem and gather details about social perception surrounding their use.

Challenge:

One of the primary challenges of conducting market research in Japan is the undiversified panelist databases. Japan's demographic landscape poses unique challenges for market research companies. With a significant proportion of consumers over the age of 65, the pool of potential panelists is limited, and finding a representative sample can be a challenging task.

In terms of cultural differences, Japan has a unique set of social norms and cultural practices that can greatly impact the way people respond to research questions. For example, the Japanese are known for their high level of politeness and reserve, which can result in a lack of honest and direct responses, as well as reluctance in expressing their opinions openly, particularly with strangers. Researchers must be aware of these cultural differences and adapt their research methods accordingly to ensure accurate results.

As one of the hardest languages in the world, the language barrier in this country is a significant challenge due to their distinctive utilization of technical terms and jargon. Such misunderstandings, misinterpretations, and incorrect data could occur without understanding the local culture and language. It is of utmost importance for companies to invest ample time investigating this matter to guarantee precise analysis and data gathering.

It is important to consider the regulatory environment for market research in Japan. The Land of Rising Sun has strict data privacy laws, and companies must ensure that they are compliant with local regulations when conducting market research. This includes obtaining consent from research participants and ensuring that all data is stored securely.

Methodology:

Study type: Concept testing
Country: Japan
Services provided:
• Localisation | Translation
• Survey Hosting & Programming
• Data collection
• Data cleaning & processing
Total Sample: N=356
Target Audience: People who are currently engaging in the use of mood-altering products/ devices

Outcome:

By taking a data-driven approach and leveraging our deep industry expertise, we were able to provide our client with the insights they needed to make informed decisions and drive growth in just 2 weeks. Our ability to adapt to local cultural nuances allowed us to acquire extensive data that was deemed exceedingly valuable by our clients. The results of our study had considerable impact on our client's business strategy, providing crucial insight into customer preferences, opinions and perceptions.

Client's feedback:

“Collaborating with TGM on a survey in Japan was a very smooth experience with friendly and fast responses and efficient delivery.”
FABIAN MEIER
SPARK WORKS AG

As the leading online data collection agency, TGM Research conducted multiple market research projects in Japan, pioneering online research in this market. To learn more about other recent projects we did in Japan or APAC region and our expertise, please contact us.

We hope you have found this short guide useful

If you have any further questions about how best to set up your online research study in Japan or APAC region, please don’t hesitate to get in touch with us.

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