Providing clients with
valuable insights through qualitative research
Optimally customized research
to address your challenges and needs
We’re a group of dedicated qualitative researchers who love helping our clients deepen their understanding and empathy for the Japanese market through observation, interaction, and exploration. We have the marketing mind-set to help facilitate the creative process and strategic considerations behind any important business decision.
As a team of client-oriented professionals, Sugata Research provides high-quality and specialized marketing research services customized
to address your unique issues and challenges.
Outstanding reputation and achievements in qualitative research
High quality respondents
Experienced professionals with global diversity
World class research labs
We recommend optimal solutions to address unique business issues of each client by leveraging a range of methodologies.
Bespoke research engaging consumers of all life stages, across both mainstream and niche product and service categories, designed to provide understanding of diverse lifestyles, behaviours, needs, and preferences.
Business facing research tailored to empower strategic planning and actionable insights based on the distinct attitudes, motivations and behaviours prevalent in the Japanese B2B market.
From medical professionals to patients and caregivers, healthcare research engages both sides of the equation, covering a wide range of topics ranging from branding and strategy to new product positioning, to help uncover valuable findings on the current and future direction of the Japanese medical sector.
Focused on all things technical and digital, technology research covers the gamut of industry, product and service categories, ranging from machines and devices to software solutions and services to gaming and content streaming, to deliver keen insights and glimpses of the future.
Whether face-to-face or online, one-on-one interviews and group discussions are designed to deep dive into any given topic to elicit meaningful responses and consumer truths.
Immersive research methodology conducted in a more 'natural' environment (such as the home or place of business) to uncover deeper insights and behavioural understanding through interviews and obsevational techniques.
Research methodology that utilises end user feedback and behavioural observation to glean actionable insights into how users interact with products, the issues they encounter and potential unmet needs.
A broad and many faceted discipline, cultural intelligence enables the discovery, understanding, and mapping of a people’s socio-cultural contexts and outputs, whether it be for decoding the meaning of particular cultural “artifacts,” illuminating the latest street fashion trends, or understanding shifting political views.
We discovered numerous fundamental and hidden differences between Japanese and Western needs concerning private and public VR usage and customization culture.
To enhance an international cheese manufacturer performance in Japan, we explored perception through trade experts.
Via a combination of experience, traditional desk research and semiotic analysis we helped a leading global semiotician decode the social, economic and political meanings of “wellness” in contemporary Japan.
Working with a leading smartphone manufacturer, we conducted extensive UX focused interviews to explore the practical and aesthetic preferences in smartphone design among Japanese consumers and to deliver actionable insights to help inform and optomise product design decisions.
With the presence of virtual reality continuing to grow in prominence, we conducted a series of immersive home-visits to help a leading device manufacturer understand how VR headsets are being used in Japanese homes and through behavioral observation and careful analysis were able to reveal current unmet needs and potential future use cases.
Articles by Sugata Research on marketing research and qualitative studies.
IRIS Global Public Confidence Study 2023 Part 1: Confidence in Economy
IRIS COVID-19 Public Sentiment Survey – Japan Results Part 3: Attitudes and Understanding of COVID-19
IRIS COVID-19 Public Sentiment Survey – Japan Results Part 2: Economic and Lifestyle Concerns
IRIS COVID-19 Public Sentiment Survey – Japan Results Part 1: Confidence in Government