Qualitative Research

HOMEOUR EXPERTISEQualitative Research

Useful methodologies in qualitative research

Many different methodologies are used in qualitative
research and therefore it is very important to select/combine ideal methodologies to meet your objectives.
Each research plan we recommend to clients at Sugata Research is customized based on in-depth understandings of the research objectives.

Consumer Research

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 Research

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.

Depth/Focus Group Interview

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.

UI/UX Research

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.

Cultural Intelligence

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.

World class research labs

Our industry-leading research facilities are fully equipped with high definition audio-visual set-ups for the capture, streaming and presentation of all kinds of digital content. This ensures quality delivery of your research whether in-person or remote.

Equipment environmentOur research labs

Our labs are designed by researchers, for researchers. We aim to provide a comfortable and productive environment for both respondents and clients alike.



Please contact us if you have any questions or requests.