How to Do Market Research Like a Japanese

This guide is designed for foreign founders, overseas marketing teams, and international companies preparing to enter or expand in the Japanese market.

Want to learn how to do market research like a Japanese? 

In the English-speaking world, a simple Google search will deliver to you the data you need. But in Japan, where you'll need to know the specific Japanese term to get any results, you might do better by building your own directory of relevant sites that you check regularly.

To help you with that, we created a step-by-step guide on how to do market research in Japan and gathered a list of sites that Japanese research specialists and executives use when conducting market research for their industries.

We also provide a list of the top market research companies that serve international clients.

Bookmark this page for quick access to the information you need to make your next move.

What is market research in Japan?

Market research in Japan is the structured process of understanding Japanese consumers, business buyers, and market conditions in order to support market entry, localization, and strategic marketing decisions.

In practice, market research in Japan combines:

• desk research using official public data and industry statistics (for example from the Statistics Bureau of Japan and the Ministry of Economy, Trade and Industry), and

• primary research such as qualitative and quantitative research, including focus groups, in-depth interviews, consumer research surveys, and mystery shopping.

Unlike many Western markets, research in Japan requires a strong understanding of cultural nuances, local communication styles, and purchasing behavior. Japanese respondents often avoid extreme answers and place a high value on social harmony, which directly affects how data collection, questionnaire design, and moderation must be handled.

For this reason, companies entering or expanding in the Japanese market typically rely on a market research agency or a strategic market research agency that can deliver both:

• qualitative research services (for example focus group studies, user understanding sessions, and experiential studies), and

• quantitative research (large-scale surveys, public opinion polls, and structured market sizing).

A full service market research or boutique market research firm in Japan usually supports international clients with:

• consumer behavior analysis among Japanese customers,

• fieldwork and providing fieldwork service in Tokyo, Japan and other regions,

• bilingual moderation and reporting, and

• strategic insights tailored to international business categories, from consumer goods and consumer electronics to medical categories and mature industries.

In short, Japan market research is not only about accessing data—it is about conducting research in a way that reflects how Japanese consumers think, respond, and make decisions, so global companies can reduce risk and build realistic, locally grounded market strategies.

How to conduct market research in Japan (step-by-step)

This practical framework shows how international companies typically run market research in Japan—from early discovery to market entry decisions—using both qualitative and quantitative research.

1. Define your business objective and market entry scope

Start by clarifying what your market research project must support:

• market entry or expansion in the Japanese market

• product validation for Japanese customers

• pricing, positioning, or service marketing research

• competitive benchmarking

At this stage, a market research agency or strategic market research agency helps translate your business goals into research questions that reflect local insights and cultural nuances.

2. Conduct desk research to understand market size and structure

Before launching fieldwork, companies start with desk research using public and industry data to establish:

• market size and growth trends

• consumer and industry segmentation

• regulatory and macro-economic context

This step reduces risk and narrows the scope for later data collection.

Many teams combine public statistics with industry outlooks and advertising and consumer trend data from organizations such as Dentsu Inc. and Nomura Research Institute.

3. Design the research methodology for the Japanese market

Next, define the research design and choose between:

• qualitative research services (focus groups, in-depth interviews, experiential studies, usability testing)

• quantitative research (online surveys, public opinion polls, large-scale consumer research)

In Japan market research, mixed-method designs are common because qualitative insight is often required to correctly interpret quantitative results.

4. Execute local fieldwork and data collection

Effective research in Japan depends on professional local execution.

This usually includes:

• participant recruitment among Japanese consumers

• bilingual moderation and interviewing

• secure fieldwork service and providing fieldwork service (online and offline)

• structured data collection procedures

For complex studies, international clients typically work with a full service market research or boutique market research firm that manages all operational aspects of the project.

5. Analyze results with cultural and market context

Analysis in market research must account for:

• cultural response tendencies

• indirect expressions of dissatisfaction

• differences between stated preference and real behavior

This stage focuses on extracting user understanding and converting findings into strategic insights that support real marketing and product decisions.

6. Translate findings into actionable marketing and business strategy

Finally, insights are converted into recommendations for:

• product adaptation and localization

• service design and service marketing research

• communication strategy and channel planning

• pricing and positioning for the Japanese market

At this stage, a service marketing research consultancy or strategic market research agency often supports decision-making workshops and executive reporting for international stakeholders.

When should you use a market research agency in Japan vs. do it yourself?

Not every market research project requires a full external partner. However, the Japanese market has operational and cultural barriers that often make professional support essential.

Use the guide below to decide whether you should rely on internal resources or work with a market research agency.

Quick decision framework

Your research objective	Recommended approach	Why this matters in the Japanese market
Initial market sizing, industry structure, and trend validation	DIY desk research	Public data can support early-stage market research solutions if your team can work in Japanese and interpret local classifications correctly.
Concept testing, user needs discovery, and service validation	Boutique market research firm	Qualitative research services such as focus groups and in-depth interviews require culturally trained moderators to avoid response bias and misinterpretation.
Market entry strategy for new products or services	Strategic market research agency	Market entry projects require combined qualitative and quantitative research, local insights, and structured synthesis for senior marketing decisions.
Large-scale consumer studies across regions	Full service market research agency	Recruitment, fieldwork service, and national-level data collection are operationally complex in Japan.
UX, experience design and early-stage concept refinement	Boutique market research firm	Experiential studies and moderated sessions deliver deeper user understanding among Japanese consumers.
Investor, board, or headquarters reporting	Full service market research / service marketing research consultancy	Professional reporting and validated methodology reduce credibility risk for international stakeholders.

When DIY market research in Japan can be realistic

You may conduct research in Japan internally when your project focuses on:

• secondary desk research only,

• high-level consumer behavior trends, and

• early opportunity scanning for the Japanese market.

This approach is most suitable for:

• early discovery stages,

• internal feasibility studies, and

• preliminary marketing research before committing to fieldwork.

When you should use a market research agency in Japan

You should work with a market research agency when your project involves:

• qualitative research (focus groups, in-depth interviews, experiential studies),

• quantitative research with statistically valid samples,

• professional data collection and fieldwork service, or

• culturally sensitive topics where response bias may affect results.

In practice, international companies rely on a strategic market research agency or a boutique market research firm to manage:

• participant recruitment among Japanese people,

• bilingual moderation and reporting,

• questionnaire localization, and

• interpretation of cultural nuances.

When a full service market research provider is the better option

A full service market research provider is most appropriate when you require:

• integrated qualitative and quantitative research,

• large-scale consumer research among Japanese consumers,

• multiple methodologies (focus group, in-depth interviews, surveys, mystery shopping), and

• end-to-end research services from design to executive reporting.

This is common for:

• international business categories such as consumer goods, consumer electronics and medical categories,

• multi-market programs across multiple countries, and

• projects supporting major market entry or repositioning.

Below, we've listed a few sites that Japanese market researchers use when conducting research in their industries.

Survey-based research

How can you find out demographic-based insights so that your ad campaigns for your online shop, products, service, or software are targeted to the right people in the right places? The following sites provide statistical data on households and survey-based information on what's at the forefront of your prospects' minds:

• Stat.go.jp. Run by the Statistics Bureau of Japan, this site publishes the various government-conducted surveys of Japan's population, with an English version of their site available, too. Find out income earned by population segments or household expenditure categories and more.

• Rakuten Insight. With surveys and data stretching back to 2009, Rakuten Insight collects and publishes surveys they have conducted on a wide range of consumer behavior topics.

• Hakuhodo Institute of Life and Living. For the past 28 years, the Hakuhodo Institute has been conducting a long-ongoing survey to assess current and changing consumer values and lifestyles in the Tokyo and Hanshin areas. They provide summaries of findings by category and clear graphs to show trends in answers received. A must-see to get a pulse on local insights and Japanese consumers.

These sources are best for demographic analysis, consumer trends, and household behavior and are typically used during early market sizing and customer profiling.

Research by industry and segment

Before making a big business move, branching out into new territory, or launching an initiative, look at industry growth factors to see if your move is sound. These sites provide you with statistics to give you the input you need to make a well-informed choice:

• METI.go.jp. The Ministry of Economy, Trade and Industry has a page dedicated to statistics related to trends in industry and economy in Japan.

• e-Stat.go.jp. The government's official statistics portal site is divided into 17 categories, including land, weather, population, household structure, labor, wages, agriculture, fishery, forestry, dairy production, mining, service industry, construction, energy, water, transportation, tourism, science and technology, education, culture, sports, social security, and more. 

• Gyokai-search. This site provides data on growth by industry and industry subcategories. For instance, it will tell you the growth rate, profit rate, industrial scale, and more for each category in their 150-industry list. It's free to access, and it draws information from companies' annual securities reports. 

• National Diet Library. The National Diet Library offers a page on their site titled “How to check industry trends,” which is a fantastic resource for finding authoritative statistical information on production volume, market size, industry outlook, market share, industry lists, and more. 

Marketing and sales trends

Want to know what sales and marketing strategies your competitors are using? Bookmark a couple of these sites to understand how Japanese businesses use coupons and campaigns to keep customers loyal and engaged:

• Allcoupon.jp. One of the largest coupon portal sites in Japan. Filter by region, industry, price, etc. A great site to keep track of what your competitors are up to and how they are targeting Japanese customers.

• Mobile Marketing Data Labo. Research on smartphone use, online retail, and online marketing in Japan. The latest industry reports, articles, and surveys. 

• Dentsu Inc. One of the largest advertising companies in Japan, Dentsu Inc., has kept track of nationwide advertising expenses by year since 1947. You can look at advertising expenses by industry, by medium, trends in ad spend, and the general expense rate for each media type. 

• SMMlab.jp. Publishes trends, surveys, and insights into how businesses in Japan use social media for marketing. 

• Bannnner.com. A gallery filled with displays of Japanese ads from every industry category you can think of.

Product pricing research

How should you be pricing your products or services? The following comparison sites give you an overview of product prices in your business category, as well as a look at what the top sellers are for many shopping categories: 

• Shoply. A site that compares prices of major online shopping portals, where you can take a look at top-selling items on each site. 

• Kakaku. From cars and PCs to clothes and foodstuffs, this site compares everything from every conceivable genre. You can refine your search by price point and reviews. 

• Hikaku. Covering a vast range of products, Hikaku.com is one of the top comparison sites in Japan.

Market research reports

Compiling marketing research yourself can be a time-consuming task. The following Japanese companies publish widely read industry reports and analyses, many of which are accessible for free:

• Nomura Research Institute. Founded in 1965, NRI is a well-established and trusted Japanese company, providing consulting and research services to businesses in Japan and abroad.

• The Japan Research Institute, Limited. Founded in 1969, JRI is committed to the “dissemination of information that contributes to accurate economic forecasts and the creation of a vibrant society.” Some of their industry reports are available in English. 

• Daiwa Institute of Research Group. A Japanese thinktank publishing research on the economy, social issues, and their recommendations. Summaries of their industry reports are available in English. 

Market-centric news sites that Japanese executives use

Wondering what sites Japanese executives frequent to get their news? Here are some favorites that come highly recommended:

• ITmedia focuses on technology-related news, targeting IT, engineers, and manufacturers.

• Nikkei.com is the go-to site for executives in Japan. Nikkei Asia is their English sister site, providing business, economy, and tech analysis in English.

• PRESIDENT Online is the website version of the monthly print magazine focused on present-day business-related information and news for a younger business demographic.

Market research companies for Japan

Looking for a full-service market research firm that provides qualitative and quantitative research for Japan? What about a boutique market research firm that can help with numerous client challenges?

Here are some of the better-known Japanese consumer research firms that conduct research in Japan and work with international clients.

CarterJMRN

CarterJMRN is a Japan-based strategic market research agency led by Dominic Carter and Debbie Howard that guides leading brands in understanding the Japanese market. They employ a range of methodologies, including UX, surveys, focus groups, and more, combined with a deep understanding of cultural and emerging trends. Their insights aim to power excellence in human-centered decisions for a larger business impact. Their services cover a host of methodologies intended to reveal consumer insights.

CoDigital, inc.

CoDigital, inc. is a digital marketing agency based in Tokyo, Japan. Their main services encompass a wide range of digital marketing strategies and solutions. These include Advertising, Search Engine Optimization (SEO), Marketing, Key Opinion Leader (KOL) Marketing, Social Media Management, and Research. They also offer services in Marketing Strategy development, Translation, and Data Analysis. Their comprehensive suite of services aims to cater to the diverse needs of businesses in the digital marketing landscape.

ASMARQ Co., Ltd.

ASMARQ is a market research company that has obtained the international standard "JIS Y20252 (ISO20252) Market Research Services." They offer high-quality services with a network of researchers and moderators who have expertise in both quantitative and qualitative research services. They have more than 20 partners in Japan, reaching out to over 16 million panel members nationwide. Their services include qualitative research, quantitative research, data collection/fieldwork, and consultancy/analysis.

Sugata Research

Sugata Research is a Japan-based agency that provides market research solutions and brings a more personal approach to qualitative research. They have experience in a variety of research methodologies, including traditional desk research, semiotic analysis, UX focused interviews, immersive home visits, and depth interviews and focus groups. They have worked on projects related to wellness, smartphone design preferences, virtual reality usage, online storage, and visual search.

Humble Bunny

Humble Bunny is a Tokyo-based web design and digital marketing company. They offer services such as search optimization and paid advertising (SEM & SEO), website design and development, and content marketing. Their content marketing services include copywriting, email marketing, and social media management. They have experience working with big brands and have received positive feedback from their clients.

Zo Digital Japan

Zo Digital Japan is an SEO & Digital Marketing Agency based in Tokyo, with bilingual consultants who are data-driven specialists dedicated to helping foreign and local businesses succeed in Japan. The agency works with overseas companies entering Japan and Japanese companies focusing on foreign and Japanese visitors. They provide support for the B2B and B2C space, as well as EC Sites and Lead Generation Sites.

A tip for conducting market research in Japanese

If you want to try your hand at conducting Japanese market research on your own, here are the kanji to affix to the terms you are searching:

• Industry + 市場規模 (shijyoukibo = market size)

• Industry + 市場調査 (shijyouchyousa = market survey)

• Category + 利用者数 (riyoushasuu = number of users)

• Category + 利用動向 (riyoudoucou = utilization trend) 

Frequently asked questions on market research Japan

What is the approach of Japanese companies to market research?

Japanese companies often conduct surveys with consumers who have actually bought or used a product.

Who are the top market research companies in Japan?

Some of the top market research firms in Japan include CarterJMRN, CoDigital, inc., ASMARQ Co., Ltd., GMO Research, Sugata Research, and Humble Bunny.

How is Japan's market research different from market research in Western countries?

Japan market research is strongly influenced by cultural norms such as indirect communication, group harmony, and risk avoidance. As a result, qualitative research and moderated sessions are often needed to correctly interpret survey results and uncover real consumer motivations behind surface-level answers. This is why many companies rely on a local market research agency to ensure cultural nuances are correctly reflected in analysis.

Do foreign companies need to work with a market research agency in Japan?

Foreign companies are not legally required to use a local partner, but in practice most international clients rely on a market research agency in Japan. A Japan-based agency supports recruitment of Japanese consumers, bilingual moderation, questionnaire localization, data collection, and interpretation of cultural context. This is particularly important for market entry projects, service marketing research, and high-risk marketing decisions.

What data sources are commonly used for desk research in Japan?

Desk research in Japan is commonly based on public statistical sources and official market data published by government institutions such as the Statistics Bureau of Japan. These sources are widely used for market size estimation, demographic analysis, household spending trends, and regional comparisons and form the foundation of most Japan market research projects.

How reliable is online survey research in Japan?

Online surveys are widely used and considered reliable for quantitative research in Japan, provided that questionnaires are carefully localized and culturally adapted. Japanese respondents often show neutral or middle-point bias and may avoid expressing strong dissatisfaction. For this reason, online surveys are frequently combined with qualitative research in order to validate findings and gain deeper insight into consumer motivations.

What sample sizes are typical for quantitative research in Japan?

For exploratory Japan market research projects, sample sizes of several hundred respondents are common, while national market sizing and segmentation studies usually require one thousand respondents or more. The final sample size depends on the research objective, the industry category, and the geographic scope of the study.

How long does a market research project in Japan usually take?

A standard market research project in Japan generally requires several weeks for desk research and study design, followed by several weeks for qualitative research or quantitative data collection and fieldwork service, and additional time for analysis and reporting. Market entry programs and multi-country studies typically take longer due to coordination, localization, and stakeholder alignment.

Which industries most frequently conduct market research in Japan?

Japan market research is commonly conducted in consumer goods, consumer electronics, digital services, healthcare and medical categories, financial and professional services, and mature industries undergoing digital transformation. Both B2C and B2B sectors rely on research services to support product development, positioning, and strategic planning.

Can international research agencies conduct research in Japan?

International research agencies can conduct research in Japan either through local offices or through partnerships with Japan-based fieldwork and moderation teams. However, effective research in Japan still requires local recruiters, moderators, and analysts in order to manage cultural nuances, language accuracy, and participant engagement.

What should companies prepare before starting market research in Japan?

Before starting market research in Japan, companies should define a clear business objective such as market entry, expansion, or product validation; identify their target Japanese customer segments; prepare initial hypotheses to be tested; and align internally on budget and timeline. Clear preparation enables a market research agency or consulting provider to design more effective research services and deliver actionable results for final clients.

In closing

Conducting market research like a Japanese involves a deep understanding of the local culture, language, popular media campaigns, and consumer behavior. It requires the use of specific Japanese terms and a regular check on relevant sites that provide industry-specific and B2B statistics, consumer reports, emerging market segments, and market analytics.

Remember, the key to successful market research is not just about gathering data but interpreting it in a way that provides actionable insights. So, whether you're a seasoned market researcher or a novice, these resources will help you navigate the Japanese market with ease and confidence. Happy researching!