home >  research in japan > May 30, 2003
 
 

Global clients, local offices: managing projects smoothly in Japan:

The client is enthusiastic about the global research plan. You have a strong network of vendors in place. Fieldwork is set to begin. Everything looks good to go...and then the client's local subsidiary steps in and raises a fuss: "this sample isn't representative of the local market" "this research objective doesn't apply here" ... "why are we asking this?"
 
Working with local subsidiaries is a challenge that all global research firms can face, and one that they ultimately cannot control. While each multinational company has its own unique characteristics, time and time again we have found that Japan can present a formidable challenge when it comes to coordinating in-bound research. The huge differences in language, culture, and distance can all place a significant level of stress upon communications between a client's headquarters and its Japan office.
 

Given the potential for volatile situations, what can a global research firm and its local Japanese research partner do? To some extent, not much - these are all the client's internal issues, but taking a few precautionary steps can prevent disaster down the road.

Lets remember that in many cases, a Japanese subsidiary's input can be of great value.

  
"Don't worry, it doesn't usually get this bad!"
 
Should the relationship between HQ and subsidiary be friendly, researchers can receive knowledge and feedback from those who are in the best position to know the local market.
 
The local subsidiary can be especially helpful with:
 
  The provision of market background which contextualizes the research
 
  With the checking of translations, especially when specialist, industry-specific terminology is used
 

The key is to achieve a balance in the local involvement. i.e. to involve the Japanese subsidiary sufficiently to gain assistance on localization issues, ranging from translation to recruiting, while avoiding any erosion to global consistency or project objectives.

Over the years at JMI, we have found that more often than not Japanese subsidiaries just want to "feel" involved. That being the case, trouble down the road can often be prevented by making a few kind gestures and showing consideration. Of course you cannot control how your client and subsidiary communicate, but here are a few steps global researchers can take to make the process as smooth as possible:
 
  Ask the client for basic info on the subsidiary relationship. This will at least give you one perspective.
 
  Ask the client to provide some clear guidelines for the subsidiary's involvement in the process. Doing this very early in the research process is extremely important. If the client is not aware of this issue, hopefully this will spur them to become more aware and sensitive to potential problems that could arise.
 
  Communicate to your Japanese research supplier the framework for the roles and relationships between the various parties.
 
If you or your Japanese research partner are to engage directly with the local Japanese subsidiary, remember:
 
  Acknowledge that Japan is different, since it probably is! Even if you do not see it as that different, the Japanese subsidiary wants to believe it is.
 
  The local subsidiary appreciates any communication that is polite and friendly. Bear in mind that Japanese culture places a strong emphasis on politeness and maintaining the harmony between relationships. Some Japanese are averse to the very direct communication styles of Westerners. Show your sensitivity by using family names in conjunction with the universal honorific "-san" to address Japanese people in correspondence. Use a considerate tone.
 

In the end, most projects do end up running smoothly, but being vigilant and preparing the guidelines can make a huge difference.

When working in partnership with overseas research agencies, JMI focuses on being flexible - because we understand that our clients cannot necessarily control the complex situations emerging from within their own clients' companies. We do however encourage an open and trusting relationship so that we can act to maximum benefit, on your behalf, here in Japan.

Don't hesitate to let us know if you have questions. In the meantime, domo arigato gozaimashita !! (thank you very much)