Tokyo-based Sensory & User Research for Product Innovation

Experience Japanese consumers’ insights firsthand

In Japan, Direct Research empowers global teams to connect with Japanese consumers through engaging sensory panels, insightful user research, and cultural expertise, all conveyed in clear, accessible English.

Book a 30-min intro video call See case studies

EN + JP for Briefing, moderation, reporting

People do not always mean what they say, and a translated guide often fails to capture the nuance.

01

Japanese consumers often express their feelings through subtle signals —
such as tone and pauses—rather than direct criticism.

02

Global discussion guides can feel overly direct in Japan’s high-context
culture, which values nuance and reading the situation.

03

Translating the questions is not enough. Grasping the cultural depth lets you truly understand a respondent’s perspective.

WHAT WE DO

Conduct research with us — or get the guidance to conduct it on your own.

We keep you from getting lost in translation.

01

User Insights Research

Qualitative and quantitative studies that capture both explicit and implicit user feedback.

Best for: discovery to concept validation

02

Sensory Research & Panel Building

Japanese-trained sensory panels built on your site and handover support for your running

Best for: prototype to formulation decisions

03

Cultural Advisory

Guidance to adapt your own research approach — guides, stimuli, protocols — to Japanese culture.

Best for: teams running their own research in Japan

04

Market Exploration

Fieldwork support, in-context observation on the ground in Japan. Look before you leap.

Best for: market entry and trend scouting

HOW WE WORK WITH GLOBAL TEAMS

What you gain is more than research results;
it is valuable insights from the research journey.

01

Brief

We tailor your global
guides for Japan,
clearly outlining the customization
process.

02

Field

Native moderators attuned to nonverbal cues; recruitment through trusted partner agencies.

03

Debrief

Findings interpreted with cultural context, reported in clear English.

04

Hand-in-hand

We delve into research methods, providing you with valuable hands-on experience to enrich your knowledge and skills.

CASE STUDIES

Every project culminates in empowering
your team to thrive independently.

Body Care Sensory Test

Consumer Goods: Body Care

Build a trained sensory panel with no lab

Recruited, trained, and validated a sensory panel remotely, with controlled
at-home conditions.

Online communication

Consumer Goods: Beauty Care

A leading-edge online consumer community

Turned a vague advanced consumer brief into concrete, habit-based criteria; snowball
recruiting and multi-stage screening.

Japanese kitchen

Global FMCG: Kitchenware

Global research design, culturally adapted

Refined a research design, allowing Japanese consumers to express their genuine feedback by interpreting nonverbal cues and providing insights in English.

WHY TEAMS CHOOSE JDR

Expertise in sensory and kansei

We support you in interpreting nonverbal cues and consumer behaviors, grounded in specialized expertise in sensory analysis and kansei insights.

Bilingual end-to-end

A dependable bridge between global HQ and the Japanese market.

Your team keeps the skills

Your team keeps the research skills and approaches, developing the ability to listen effectively

ABOUT

A Tokyo-based research agency serving Japanese IT companies, consumer-goods makers, and global brands.

Founded on a simple belief the founder carried for thirty years: user perception is not noise — it’s a signal you learn to read, with your own senses sharpened.

Noriko Nakano, Founder & CEO

Tell us about your project in Japan.

A research question, a project brief, or even a hunch that your data needs more depth — share what you have, and we’ll reply within two business days. Happy to talk in English or Japanese.

Book a 30-min intro video call See case studies
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