6 Tips for Conducting Successful Research in Japan

As online resources continue to grow, international research continues to become a doable option for researchers, no matter the budget or the size of the brand. But there is still one large obstacle that can hinder quality research results: cultural nuances. The latest country we are evaluating in our cultural nuance series is Japan. With their extremely busy culture, it can be difficult to research targeted consumers. Here are 6 tips for conducting successful research of a Japanese audience:

1. Consumers Have Strong Access to Online Resources

Online studies are relatively easy to field in Japan, as 83% of the Japanese use the Internet according to the Ministry of Internal Affairs and Communication. Although the Internet usage is higher in urban areas, Internet accessibility is not an issue in most rural areas.

2. Avoid Conducting Research During Major Holidays

Japan has more holidays compared to the United States. There is a big holiday season called “Golden Week.” In general, Golden Week happens between April 29th and May 5th; however, the holiday period can be longer than a week since quite a few Japanese use their paid vacation days as well. It will be difficult to field studies during Golden Week as it is a big travel opportunity for many. Similarly, it is better to avoid conducting research during New Year’s holiday season (typically between December 28th and the first week of January). Many Japanese will be out of town, either visiting their parents’ home or traveling overseas. 

Here is a list of current holidays in Japan:

• New Year’s Day: January 1st
• Coming of Age Day: 2nd Monday of January
• National Foundation Day: February 11th
• Vernal Equinox Day: March 21st
• Showa Day: April 29th
• Constitution Memorial Day: May 3rd
• Greenery Day: May 4th
• Children’s Day: May 5th
• Marine Day: 3rd Monday of July
• Respect for the Aged Day: 3rd Monday of September
• Fall Equinox Day: September 23rd
• Sports Day: 2nd Monday of October
• Culture Day: November 3rd
• Labor Thanksgiving Day: November 23rd
• Emperor’s Birthday: December 23rd

TIP: If you need to field your study on those holidays, a one-day study is recommended rather than a two-day or a three-day study in order to avoid a high dropout rate.

3. Make Sure Your Studies Are Mobile Friendly

When you conduct online research in Japan, your online surveys should work well on mobile devices. This is important, as the Japanese are more likely to use their smartphones to access the Internet rather than a PC or other devices. Teens and young adults (those in their 20s and 30s), especially, have a tendency to take online surveys using their phones.

4. Use Polite Language or Keigo in Your Surveys

The existence of an honorific level of speech makes Japanese an extremely complex language. There are different levels in speech such as sonkeigo, teineigo, and kenjogo. Sonkeigo and kenjogo are broadly referred to as keigo. Use of keigo is difficult even for the Japanese; therefore, the person translating the survey needs to have a good understanding of keigo. Similarly, moderators also need to use either polite language or keigo when they moderate a research group. In general, politeness is more important than being friendly.

5. Ask Questions in Short Sentences

Many Japanese respondents work long hours. On average, full time employees typically work for about 9 hours a day. On top of that, about 6 out of 10 are asked to work overtime. Additionally, about one in three employees in urban areas spend more than two hours commuting. After a long day, they are not excited about reading long sentences. Asking research questions in short sentences can contribute to a higher completion rate. Also, they tend to understand the questions much better when asked in short sentences. If you need to translate your survey from English to Japanese, avoid word-by-word translation, which usually makes Japanese questions long and complex.

6. Probe, Probe, Probe

Compared to the U.S. respondents, Japanese respondents tend to give short answers and often feel uncomfortable with the idea of standing out in the crowd. Having conducted numerous studies in Japanese, we’ve noticed that they tend to feel comfortable when other respondents have similar opinions. In many cases, they begin to doubt themselves when they find out their opinions are different from those of other people. Moderators need to remind them that different opinions are valued and welcomed.

Some of these tips seem obvious, but when looking across multiple different countries, it can become difficult to keep everything in order. To learn more about how international research is a real possibility, request a demo today!