3nd quarter 2005
In this issue:
1. Changing Japan
2. Shopper Research: HMV Store Layout
3. CLTs in Japan

Changing Japan: A polarization of social class is emerging

An historic change is occurring in Japan. As the economy starts to rebound from years of stagnation, distinct social classes are forming in what has traditionally been a flat social hierarchy. This change is reflected in the mix of this year's hit products - products that compete for consumers at both ends of the emerging social spectrum
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Shopper Research: HMV Store Layout

When HMV Japan recently wanted to boost DVD sales in their stores, JMI was requested to help the company using the latest in Shopper Research technology.

This Consumer Vision Goggles case study shows how the retailer succeeded in both improving the shopping experience of its customers and increasing its business.
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Tokyo Central: CLTs in Japan

Just about every research methodology has its own local twist to it when conducted in Japan. Central Location Tests (CLTs) are no exception, and while there are some similarities to other countries, it's best to be aware of the differences when planning this kind of research in Japan.
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Japan Market Newsletter is the free quarterly newsletter of JMI and is aimed at keeping you in touch with marketing and research related issues in the world's second largest economy.

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