Sugata Research provides research programs optimally customized to address your unique challenges. We use a variety of research and recruiting methods to explore issues from diverse perspectives and gain valuable insights.

  • General consumer goods
  • Targeting / positioning (identifying target and exploring the market)
  • General consumer goods
  • Targeting / positioning (identifying target and exploring the market)

Listening to the voices of Japanese trade experts for an international cheese manufacturer

To enhance an international cheese manufacturer performance in Japan, we explored perception through trade experts.

Decoding the Meaning of “Wellness” in Japan

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.

Smartphone practical and aesthetic design preferences

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.

Immersive deep dive with Japanese virtual reality users

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.

Uncovering Emotional Drivers for Online Storage

Following an extensive but somewhat confusing global quantitative survey of users of cloud storage services, we conducted depth interviews and focus groups to help a market leader see through the practical responses of Japanese users to better understand the emotional needs influencing trial and adoption

Visual Search in Japan

In one of the world’s most visually saturated and informed societies, we helped a global technology and information giant understand how gaps between consumer needs and behaviours in visual search services present opportunities for product refinement and increased cultural relevance.


Please contact us if you have any questions or requests.