Japan is a modernized but certainly not a westernized marketplace, many unique features characterize Japanese culture.

Four factors that may impact the qualitative research you do in Japan, when considering the "Japanese way of thinking" are:

Uchi-soto - the conflict between inside and outside: Japanese society is extremely group-oriented, and people create clear boundaries between those "in" their group and "out" of their group. An in-group can consist of one's family, friends, team, or company, but is completely dependent on the situation and the individuals involved; a group of office colleagues can quickly break into factions based on their age, responsibilities, or even the university they attended. The implications are that Japanese act differently depending on the classification of whom they are with. This makes sample control particularly important, especially for businesspersons constantly working within such formalities. To learn more about about Japanese group thinking and how it can affect market research click here.

Honne-Tatemae - what one means vs. what one says: Connected to in-group and out-group, Japanese place great emphasis on maintaining harmony and take great pains to avoid conflict. To Westerners, Japanese may make statements that may seem to be expressing no point. In reality, there is a great deal going on within a group dynamic that cannot be translated. The challenge for researchers is to find the truths within the jargon and protocol. A respondent may actually say "what I would say would be X, but what I mean is Y," which may be a breakthrough to a great insight, but at the same time reveals the deep-rooted culture, in which the comment is made. To learn more about Honne-Tatemae and how it can affect market research click here.

Hierarchical society - stemming from Confucian influences, Japanese society emphasizes respect for one's elders. This is revealed in the multiple levels of politeness in the Japanese language. Younger people are intuitively respectful and polite to older, which makes placing respondents with wide gaps in age within the same focus group potentially quite difficult.

Homogeneity - With a large population surviving on limited land, the Japanese people have lived for centuries under centralized governments that regulated their lives in almost every detail. Primary importance has traditionally been placed on the group as a whole, rather than on the individual and this heritage accounts for much of the uniformity that is seen in Japanese society today. As the old saying goes, 'the nail that sticks out gets hammered down'.

Japanese society is changing rapidly with diverse elements of old and new existing side-by-side.

It is important to consider all of these factors when executing and interpreting qualitative research in Japan. Use JMI as your local partner and let us help you to navigate this cultural minefield!

For more information on JMI's services in Qualitative Research: Contact us