Useful articles on marketing research and qualitative studies


Sugata Research and the IRIS Network: Navigating Global Insights



In September 2014, Sugata Research joined the IRIS Network, a global network of independently owned research institutes with the common goal of improving global research, offering local market expertise and keeping up to date with cur …[see next]

Discover Space D: Sugata Research's Premier Qualitative Research Facility



Welcome to Space D, the latest addition to Sugata Research’s portfolio of research facilities. Built with careful attention to detail and informed by our many years of hands-on research experience, our lab is tailor-made to support a …[see next]

"The Seniors Market in Japan as Seen by Consumers" using JNN Data Bank



ForewordIn order to deepen understanding of the lifestyles of Japanese people we have implemented a new report project using JNN Data Bank.*The first time we have put the focus on the seniors market which is said to be promising in …[see next]

Trends in Japanese Media - 2015



Japan is often acknowledged as standing at the bleeding edge of technology. While this is in many ways true on the hardware side, the softer side of things, media and content, have steadfastly defied the rapid advances seen among othe …[see next]

草食 "Soushoku:" Men and the Changing Definition of Masculinity in Japan



Every morning after Jiro showers, he spends over an hour on his daily beautification routine. Facial cleansers, moisturizers, toners, creams, hair gel and body sprays line the shelf just below the wall-mounted mirror in his single roo …[see next]

Shared Housing in Japan: The Non-Japanese Perspective



     The idea and implementation of shared spaces, living and working, in Japan is fairly recent in its current incarnation. Within the past 5 years the number of shared housing units has blossomed from a handful to several hundred lo …[see next]

Characters that Care: The Role of Animation in Top of Mind Awareness of Illnesses and Pharmaceuticals in Japan Part 2: Hello Hemophilia – Animated Characters and Disease Awareness



What do you get when you cross a squid, a ninja, and an obese black bear?If you said winning disease education campaign, you’re right!These and numerous other characters have been adopted to help answer health and welfare questions …[see next]




For a country as peaceful and gun free as Japan the recent boom in popular of an activity which revolves around shooting other people may seem odd in the extreme. However, the roots of the popularity of Sabage (short for “survival gam …[see next]

Anisong as the bonding agent for the consolidation of Otaku culture into the global mainstream



In the internet age we have a unique ability to observe in real time the birth of new subcultures and the transformation of existing subcultures into mainstream trends. The internet as a medium can additionally act as an accelerant fo …[see next]

Sticks and stones: The rift between words and actions in China, and the implications for inbound tourism to Japan



During a recent visit to Kanazawa in the Hokuriku region of Japan, I happened upon a cozy ramen noodle stand with an impressively long line of patrons waiting for seats. Not having a specific destination in mind and beginning to feel …[see next]


Please contact us if you have any questions or requests.