Sugata Research was established to bring a more personal approach to qualitative research in Japan and deliver thinking as individual as each specific business or marketing challenge. Since then we've helped hundreds of brands across sectors - from FMCG, to technology, to pharmaceuticals - find their ideal form in this often misunderstood market.

Our team of seasoned, bilingual researchers bring together an intimate local understanding with a globally informed perspective on brand thinking and marketing trends. We fit our method to the project, using whatever helps get us closer to consumer realities, with in-home ethnographies, 'live' in-store encounters, consumer video-blogs & of course well-thought-through consumer groups just part of our recent toolkit.

Above all we believe that that intelligent interpretation, informed by a keen understanding of the underlying business issues, is the key to creating real value and direction for our clients.

Our in-house field team gives us access to even hard-to-reach samples and ensures a quality grounding to all of our work.

Although we have a qualitative focus we also conduct a range of quantitative projects each year.