Research insights into Japanese culture

Neil Cantle

Although Japan is the second largest economy in the world, it is notoriously under-researched by international companies.

Research insights into Japanese culture

Neil Cantle

Japan has a population of 127 million people, is the second largest economy in the world and yet in the world of market research is still a relatively small player (in-bound market research accounted for only 5% of all market research conducted in Japan) (1).

So why is Japan so under-researched? When considering potential gains, surely it cannot just be about price and distance. A more plausible reason could be the vast cultural difference between Japan and the West as well as between Japan and other Asian countries. This is amplified further by...

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