{"id":447,"date":"2017-11-18T02:04:33","date_gmt":"2017-11-18T02:04:33","guid":{"rendered":"https:\/\/the-carter-group.com\/?p=447"},"modified":"2025-09-16T00:48:54","modified_gmt":"2025-09-16T00:48:54","slug":"market-research-methodologies-and-insights-lessons-from-my-jmec-lecture","status":"publish","type":"post","link":"https:\/\/the-carter-group.com\/en\/market-research-methodologies-and-insights-lessons-from-my-jmec-lecture\/","title":{"rendered":"Market Research Methodologies and Insights: Lessons from My JMEC Lecture\u00a0"},"content":{"rendered":"\n[et_pb_section fb_built=&#8221;1&#8243; _builder_version=&#8221;4.27.4&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_row _builder_version=&#8221;4.23.2&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_column type=&#8221;4_4&#8243; _builder_version=&#8221;4.23.2&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221;][dsm_perspective_image src=&#8221;https:\/\/the-carter-group.com\/wp-content\/uploads\/2025\/09\/Screenshot-2025-09-07-at-14.59.39-1.png&#8221; title_text=&#8221;Screenshot 2025-09-07 at 14.59.39&#8243; _builder_version=&#8221;4.27.4&#8243; _module_preset=&#8221;default&#8221; hover_enabled=&#8221;0&#8243; global_colors_info=&#8221;{}&#8221; sticky_enabled=&#8221;0&#8243;][\/dsm_perspective_image][et_pb_text _builder_version=&#8221;4.27.4&#8243; _module_preset=&#8221;default&#8221; custom_margin=&#8221;10px|10px|10px|10px|true|true&#8221; custom_padding=&#8221;10px|10px|10px|10px|true|true&#8221; global_colors_info=&#8221;{}&#8221;]<p><span data-contrast=\"auto\">It\u2019s my privilege every year to lecture participants at the <\/span><b><span data-contrast=\"auto\">Japan Market Expansion Competition (JMEC)<\/span><\/b><span data-contrast=\"auto\">, where The Carter Group is proud to be a gold sponsor. The session is designed to help teams preparing business plans\u2014but the lessons apply to anyone considering entering the Japanese market.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Market research is the foundation of good decision-making. It slows you down, yes\u2014but for the right reasons. Done well, it can spark ideas, reveal blind spots, and prevent costly mistakes. Here are some of the highlights from this year\u2019s lecture.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>[\/et_pb_text][et_pb_video src=&#8221;https:\/\/youtu.be\/d_H4ZIXaX5Q&#8221; _builder_version=&#8221;4.27.4&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221;][\/et_pb_video][et_pb_text _builder_version=&#8221;4.27.4&#8243; _module_preset=&#8221;default&#8221; custom_margin=&#8221;10px|10px|10px|10px|true|true&#8221; custom_padding=&#8221;10px|10px|10px|10px|true|true&#8221; global_colors_info=&#8221;{}&#8221;]<p><span data-contrast=\"auto\">It\u2019s my privilege every year to lecture participants at the <\/span><b><span data-contrast=\"auto\">Japan Market Expansion Competition (JMEC)<\/span><\/b><span data-contrast=\"auto\">, where The Carter Group is proud to be a gold sponsor. The session is designed to help teams preparing business plans\u2014but the lessons apply to anyone considering entering the Japanese market.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Market research is the foundation of good decision-making. It slows you down, yes\u2014but for the right reasons. Done well, it can spark ideas, reveal blind spots, and prevent costly mistakes. Here are some of the highlights from this year\u2019s lecture.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><b><span data-contrast=\"auto\">Why Companies Sometimes Ignore Research<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Despite its value, businesses sometimes skip research\u2014or fail to act on it. Why?<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<ul>\n<li><b><span data-contrast=\"auto\">It slows things down.<\/span><\/b><span data-contrast=\"auto\"> Proper research requires planning, resources, and coordination.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/li>\n<li><b><span data-contrast=\"auto\">It feels expensive.<\/span><\/b><span data-contrast=\"auto\"> Even small projects can run $20\u201330k, and larger ones into the millions.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/li>\n<li><b><span data-contrast=\"auto\">It challenges convictions.<\/span><\/b><span data-contrast=\"auto\"> Leaders often feel threatened when research contradicts their assumptions.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/li>\n<li><b><span data-contrast=\"auto\">It feels unnecessary.<\/span><\/b><span data-contrast=\"auto\"> \u201cWe already know the market,\u201d is a common refrain\u2014but rarely true.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/li>\n<\/ul>\n<p><i><span data-contrast=\"auto\">\u201cResearch isn\u2019t just about facts\u2014it helps us see the environment differently, revealing opportunities we hadn\u2019t thought of.\u201d<\/span><\/i><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><b><span data-contrast=\"auto\">Exploration vs. Measurement<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">A critical distinction in research is between <\/span><b><span data-contrast=\"auto\">exploration<\/span><\/b><span data-contrast=\"auto\"> and <\/span><b><span data-contrast=\"auto\">measurement<\/span><\/b><span data-contrast=\"auto\">.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<ul>\n<li><b><span data-contrast=\"auto\">Exploration<\/span><\/b><span data-contrast=\"auto\">: unstructured observation, secondary data, and qualitative conversations. This is about sparking ideas, not proving them.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/li>\n<li><b><span data-contrast=\"auto\">Measurement<\/span><\/b><span data-contrast=\"auto\">: structured surveys and quantitative analysis. This is about sizing, validating, and justifying decisions.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/li>\n<\/ul>\n<p><span data-contrast=\"auto\">Too often, people rush to questionnaires before they even know what to measure. In the early stages, exploration is far more powerful.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><b><span data-contrast=\"auto\">Secondary Research: What\u2019s Already Out There<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Secondary research\u2014information collected by others\u2014is the cheapest and easiest starting point.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Useful sources include:<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<ul>\n<li><span data-contrast=\"auto\">Industry reports (e.g., Euromonitor)<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/li>\n<li><span data-contrast=\"auto\">Company annual reports<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/li>\n<li><span data-contrast=\"auto\">Government statistics<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/li>\n<li><span data-contrast=\"auto\">Industry associations<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/li>\n<li><span data-contrast=\"auto\">Academic theses and papers<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/li>\n<li><span data-contrast=\"auto\">Japanese-language news and trade publications<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/li>\n<\/ul>\n<p><b><span data-contrast=\"auto\">Watch out for:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<ul>\n<li><span data-contrast=\"auto\">Outdated data (many sources are 5+ years old)<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/li>\n<li><span data-contrast=\"auto\">Vague or mismatched categories<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/li>\n<li><span data-contrast=\"auto\">Questionable surveys found online<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/li>\n<\/ul>\n<p><span data-contrast=\"auto\">The goal isn\u2019t to answer every question, but to frame hypotheses and give you a feel for the market.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><b><span data-contrast=\"auto\">Hypotheses: The Currency of Progress<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Research rarely hands you the full picture. Instead, it allows you to form <\/span><b><span data-contrast=\"auto\">hypotheses<\/span><\/b><span data-contrast=\"auto\">\u2014informed guesses you can test.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Examples:<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<ul>\n<li><span data-contrast=\"auto\">\u201cConsumers want bigger phone screens.\u201d<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/li>\n<li><span data-contrast=\"auto\">\u201cPeople won\u2019t pay \u00a5200,000 for a flagship smartphone.\u201d<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/li>\n<li><span data-contrast=\"auto\">\u201cMen in Japan are increasingly spending on grooming.\u201d<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/li>\n<\/ul>\n<p><span data-contrast=\"auto\">Hypotheses keep progress moving even when facts are incomplete.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><b><span data-contrast=\"auto\">Qualitative vs. Quantitative Research<\/span><\/b><\/p>\n<p><b><span data-contrast=\"auto\">Qualitative (\u201cQual\u201d)<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<ul>\n<li><b><span data-contrast=\"auto\">What it is:<\/span><\/b><span data-contrast=\"auto\"> Conversations, interviews, focus groups, observation.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/li>\n<li><b><span data-contrast=\"auto\">Purpose:<\/span><\/b><span data-contrast=\"auto\"> Exploration. Understand motivations, language, decision dynamics.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/li>\n<li><b><span data-contrast=\"auto\">Strength:<\/span><\/b><span data-contrast=\"auto\"> Sparks ideas, uncovers emotions and cultural nuances.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/li>\n<li><b><span data-contrast=\"auto\">Caveat:<\/span><\/b><span data-contrast=\"auto\"> Shouldn\u2019t be used to measure prevalence.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/li>\n<\/ul>\n<p><b><span data-contrast=\"auto\">Example:<\/span><\/b><span data-contrast=\"auto\"> In Japanese homes, consumers often use multiple gentle cleaning products for different surfaces. A harsh \u201call-in-one\u201d cleaner feels caustic or even frightening. That\u2019s a powerful cultural insight a survey alone would miss.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><b><span data-contrast=\"auto\">Quantitative (\u201cQuant\u201d)<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<ul>\n<li><b><span data-contrast=\"auto\">What it is:<\/span><\/b><span data-contrast=\"auto\"> Surveys, structured questionnaires, statistical analysis.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/li>\n<li><b><span data-contrast=\"auto\">Purpose:<\/span><\/b><span data-contrast=\"auto\"> Measurement. Test ideas, size markets, validate decisions.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/li>\n<li><b><span data-contrast=\"auto\">Strength:<\/span><\/b><span data-contrast=\"auto\"> Adds credibility and precision.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/li>\n<li><b><span data-contrast=\"auto\">Caveat:<\/span><\/b><span data-contrast=\"auto\"> Bad surveys (small or biased samples) undermine credibility.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/li>\n<\/ul>\n<p><span data-contrast=\"auto\">Quant is best used after qual\u2014when you already know what you want to measure.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><b><span data-contrast=\"auto\">Practical Tips for Primary Research<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<ul>\n<li><b><span data-contrast=\"auto\">Build rapport.<\/span><\/b><span data-contrast=\"auto\"> Whether in interviews or focus groups, human warmth matters.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/li>\n<li><b><span data-contrast=\"auto\">Keep questionnaires short.<\/span><\/b><span data-contrast=\"auto\"> Must-know &gt; nice-to-know &gt; can-do-without.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/li>\n<li><b><span data-contrast=\"auto\">Pilot test.<\/span><\/b><span data-contrast=\"auto\"> Try it on colleagues or family to check clarity.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/li>\n<li><b><span data-contrast=\"auto\">Guarantee confidentiality.<\/span><\/b><span data-contrast=\"auto\"> Especially if recording interviews.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/li>\n<li><b><span data-contrast=\"auto\">Be transparent.<\/span><\/b><span data-contrast=\"auto\"> Always disclose limitations (sample size, bias, method).<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/li>\n<\/ul>\n<p><i><span data-contrast=\"auto\">\u201cTell your story straight. Credibility comes not from pretending your data is perfect, but from being open about what it does and doesn\u2019t mean.\u201d<\/span><\/i><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><b><span data-contrast=\"auto\">Cultural Considerations in Japan<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<ul>\n<li><b><span data-contrast=\"auto\">Rating scales:<\/span><\/b><span data-contrast=\"auto\"> Japanese respondents often rate closer to the midpoint than Western respondents\u2014even if satisfaction levels are similar. Adjust accordingly.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/li>\n<li><b><span data-contrast=\"auto\">Common sense is cultural:<\/span><\/b><span data-contrast=\"auto\"> What feels obvious to a Japanese consumer may not to a foreign one.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/li>\n<li><b><span data-contrast=\"auto\">Distribution and regulation:<\/span><\/b><span data-contrast=\"auto\"> Japan\u2019s distribution networks and product-claim restrictions often reshape go-to-market strategies.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/li>\n<\/ul>\n<p><b><span data-contrast=\"auto\">Q&amp;A Highlights<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<ul>\n<li><b><span data-contrast=\"auto\">Where to start?<\/span><\/b><span data-contrast=\"auto\"> Google, industry associations, and asking interviewees for competitor names.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/li>\n<li><b><span data-contrast=\"auto\">Etiquette?<\/span><\/b><span data-contrast=\"auto\"> Be respectful; people aren\u2019t obliged to help.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/li>\n<li><b><span data-contrast=\"auto\">Sample sizes?<\/span><\/b><span data-contrast=\"auto\"> Sometimes small is enough\u2014if there are only 10 buyers, survey all 10.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/li>\n<li><b><span data-contrast=\"auto\">Incentives?<\/span><\/b><span data-contrast=\"auto\"> Small payments, vouchers, or even charity donations can improve participation.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/li>\n<li><b><span data-contrast=\"auto\">Do you always need a survey?<\/span><\/b><span data-contrast=\"auto\"> No. Sometimes observation and interviews are more effective.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/li>\n<\/ul>\n<p><b><span data-contrast=\"auto\">Final Thought<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Market research is not just a box-ticking exercise. Done right, it is the <\/span><b><span data-contrast=\"auto\">spark of ideas, the test of assumptions, and the foundation of strategy<\/span><\/b><span data-contrast=\"auto\">.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">For JMEC participants, the lesson is about writing better business plans. For companies entering Japan, the lesson is about survival and success in one of the world\u2019s most complex markets.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><i><span data-contrast=\"auto\">\u201cIf you\u2019re serious about entering Japan, serious market research is not optional\u2014it\u2019s essential.\u201d<\/span><\/i><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section]\n","protected":false},"excerpt":{"rendered":"<p><div class=\"et_pb_module dsm_perspective_image dsm_perspective_image_0\">\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t<div class=\"et_pb_module_inner\">\n\t\t\t\t\t<div class=\"dsm-perspective-image-wrapper et_always_center_on_mobile\">\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t<span class=\"et_pb_image_wrap \"><img decoding=\"async\" src=\"https:\/\/the-carter-group.com\/wp-content\/uploads\/2025\/09\/Screenshot-2025-09-07-at-14.59.39-1.png\" alt=\"\" title=\"Screenshot 2025-09-07 at 14.59.39\" \/><\/span>\n\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t<\/div>It\u2019s my privilege every year to lecture participants at the Japan Market Expansion Competition (JMEC), where The Carter Group is proud to be a gold sponsor. The session is designed to help teams preparing business plans\u2014but the lessons apply to anyone considering entering the Japanese market.\u00a0 Market research is the foundation of good decision-making. It slows you down, yes\u2014but for the right reasons. Done well, it can spark ideas, reveal blind spots, and prevent costly mistakes. Here are some of the highlights from this year\u2019s lecture.\u00a0 &nbsp;It\u2019s my privilege every year to lecture participants at the Japan Market Expansion Competition (JMEC), where The Carter Group is proud to be a gold sponsor. The session is designed to help teams preparing business plans\u2014but the lessons apply to anyone considering entering the Japanese market.\u00a0 Market research is the foundation of good decision-making. It slows you down, yes\u2014but for the right reasons. Done well, it can spark ideas, reveal blind spots, and prevent costly mistakes. Here are some of the highlights from this year\u2019s lecture.\u00a0 Why Companies Sometimes Ignore Research\u00a0 Despite its value, businesses sometimes skip research\u2014or fail to act on it. Why?\u00a0 [&hellip;]<\/p>\n","protected":false},"author":4,"featured_media":462,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"nf_dc_page":"","_et_pb_use_builder":"on","_et_pb_old_content":"","_et_gb_content_width":"2880","footnotes":""},"categories":[1],"tags":[],"class_list":["post-447","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized"],"_links":{"self":[{"href":"https:\/\/the-carter-group.com\/en\/wp-json\/wp\/v2\/posts\/447","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/the-carter-group.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/the-carter-group.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/the-carter-group.com\/en\/wp-json\/wp\/v2\/users\/4"}],"replies":[{"embeddable":true,"href":"https:\/\/the-carter-group.com\/en\/wp-json\/wp\/v2\/comments?post=447"}],"version-history":[{"count":11,"href":"https:\/\/the-carter-group.com\/en\/wp-json\/wp\/v2\/posts\/447\/revisions"}],"predecessor-version":[{"id":497,"href":"https:\/\/the-carter-group.com\/en\/wp-json\/wp\/v2\/posts\/447\/revisions\/497"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/the-carter-group.com\/en\/wp-json\/wp\/v2\/media\/462"}],"wp:attachment":[{"href":"https:\/\/the-carter-group.com\/en\/wp-json\/wp\/v2\/media?parent=447"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/the-carter-group.com\/en\/wp-json\/wp\/v2\/categories?post=447"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/the-carter-group.com\/en\/wp-json\/wp\/v2\/tags?post=447"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}