Market Research Services

Our research process begins by working with our clients to identify their specific research needs and goals. From there, we design and implement a research plan tailored to their needs, using a combination of methods that best suit the project at hand.

We use ethnographic research, semiotics analysis, and design research to uncover the unspoken desires, emotions, and cultural codes that influence consumer behaviour in Japan, China, and other markets across the globe.

We understand the key to success for any business is a deep understanding of consumer culture. That’s why we conduct market research in Japan, China, and beyond to help our clients gain a comprehensive and deep understanding of their target markets. Our research methods are a mix of qualitative and quantitative, allowing us to provide a well-rounded understanding of consumer behaviour and attitudes.

We use semiotics and cultural intelligence to uncover the underlying cultural and societal meanings that shape consumer behaviour, while also conducting nationwide surveys and diary studies to gather actionable data.

How we handle
client’s market
research needs

We flexibly utilise many different tactics to address challenges, including market entry, branding & positioning, and growth strategy & innovation. Whatever methods we employ, they’re founded on and fueled by our comprehensive and thorough market research.

Before holding any workshops or running any surveys, market research begins with defining the business and its objectives in a clear and relevant way. Only then can we obtain meaningful consumer insight that fuels successful business activities.

Once we have a clear understanding of our clients’ business and goals, we rely on a mix of qualitative and quantitative as well as online and offline market research methodologies to gather key consumer and market insights. We use ethnographic research, semiotics analysis, and design research to uncover the unspoken desires, emotions, and cultural codes that influence consumer behaviour in our clients’ target market.

Market research provides the foundation for proper positioning, growth, innovation, branding, and any other successful business activity or solution. Whether you’re looking to penetrate a new market, connect with new customer groups, or develop a new product, market research can provide valuable insights.

Detailed market
research that grows

  • Understand consumer needs, expectations, behaviours
  • Understand the current market as well as emerging trends
  • Gain concept or product feedback
  • Develop and finetune communications
  • Develop new product ideas

Types of Market Research Services

Semiotics & Cultural Intelligence

Fundamental to our work is our cultural mapping: understanding the wider cultural context of products and the codes behind them. This combined approach of semiotics, cultural analysis and design research is key to our approach.

Qualitative Market Research

Skilfully moderated and methodically examined, in-depth interviews, workshops, and focus groups help us to decipher the relationship between people and brands.

Quantitative Market Research

Quantitative market research provides systematic, detailed information on target audiences and categories. We execute surveys and polls with precise analysis, and use the insights they provide to make actionable recommendations.

Diary Studies

The self-reported qualitative data found in diary studies can help you keep an ear on the ground to gain instant feedback and continuous consumer insight.

Semiotic Analysis and Cultural Intelligence

Semiotics analysis can be used to:

  • Develop strategic frameworks based on consumer culture
  • Define communication strategy
  • Inspire product innovation
  • Refine product usage sensorials & experience
  • Refine product packaging and design
  • Create hyperphysical space design

Semiotic analysis allows us to tackle questions that are hard to address via more traditional methods, and to understand the subconscious framework we use to evaluate any new offerings that is impossible for consumers to articulate. It is about understanding the wider cultural context of any given product or category and how to engage with it, rather than just passively sitting on a shelf.

The outcome is to define how a brand can be culturally meaningful both in visual as well as textual communications – how the product or service can feel relevant and unique whilst not feeling alien.

Qualitative methods, when carefully examined and professionally analysed, help us to decipher the relationship between people and brands. They provide insight into the attitudes, behaviours, and motivations of any target audience, as well as uncover unknown preferences and latent needs that some quantitative methods can’t.

Qualitative Market

We execute and provide guidance on:

  • Group and one-on-one interviews with consumers, both online and offline
  • In-home interviews
  • KOL/KOC (Key Opinion Leader/Consumer) interviews
  • Expert interviews
  • Shop-alongs

Quantitative Market Research

This information can be used to address challenges in a variety of ways:

  • Segmentation, consumer profiling
  • Market sizing, pricing strategy
  • Brand Discriminant Analysis for strategic road-mapping
  • Usage & Attitude
  • Drivers & Barriers
Quantitative market research provides systematic, detailed, and large amounts of information on target audiences and categories. Tactics like surveys help us obtain data around product preferences and competing offerings, existing brand loyalty, and overall consumer perceptions.

With diary studies, clients can conduct long-term research whereby they can follow a set of respondents’ behaviour for an extended period of time. In this way, digital platforms can be used as long-run open channels to lead customers, to serve as a continuous ear on the ground and gain instant feedback as well as continuous consumer insight. The value from this kind of long-term insight is unmatched by other methods. 

Diary Studies

A unique form of qualitative market research, diary studies help us collect a wealth of consumer-generated data and connect with our clients’ target market in a more natural and informal setting. Rather than forming online groups or communities, we primarily focus on one-on-one digital diaries and chats to promote more open conversation.