Market research and research fieldwork in Japan

Japan is the third-largest economy in the world and the eleventh most populous country. However, Japan’s long-term economic growth may be challenged by a low birthrate and consequently an ageing, shrinking population.

Japan is the third-largest economy in the world and the eleventh most populous country. However, Japan’s long-term economic growth may be challenged by a low birthrate and consequently an aging, shrinking population.

Through its government-industry cooperation, a strong work ethic, mastery of high technology, and a comparatively small defence allocation (slightly less than 1% of GDP), Japan has developed a technologically advanced economy over the past 70 years.

Japan produces motor vehicles, electronic equipment, machine tools, steel and nonferrous metals, ships, chemicals, textiles and processed foods. Overall, its industry sector contributes around 29% of GDP. Given the scarcity of critical natural resources, Japan has long been importing energy and raw materials and today it is the world’s largest importer of coal and liquefied natural gas and the second largest importer of oil.

There are a number of important points to bear in mind when planning market research in Japan:

• Japanese respondents tend to be very deferential towards older people and those in more senior positions, which makes it more challenging to run focus groups in Japan than elsewhere, particularly for B2B research
• Many Japanese people work very long hours during the week, so it is a good idea to include some weekend time slots in your research plan
• Typically, it also takes longer to organise research in Japan than in other countries to it is a good idea to build an extra week or so into your standard research timeline.

When it comes to locations, Tokyo and the Kinki or Kansai region (centred on Osaka) are the most popular centres for market research.