Sugata Research

Sugata Research is a team of passionate market researchers dedicated to helping global brands understand and connect with the Japanese market.

Through observation, interaction, and exploration, we uncover the subtle human truths that drive behaviour and shape culture in Japan. Our goal is to go beyond surface-level understanding to cultivate genuine empathy and insights that lead to more meaningful and effective business decisions.

Combining a global mindset with deep local expertise, we design every study to address each client’s unique challenge—whether it involves consumers, healthcare professionals, or business audiences. We take pride in our ability to uncover what people truly think, feel, and do in a Japanese context, translating cultural nuances into clear, actionable strategies for our clients around the world.

Our approach blends creativity and marketing intelligence combined with high-quality research execution. From immersive ethnographies and in-depth interviews to online communities and concept evaluations, every project is designed to uncover authentic perspectives and inspire strategic clarity. Supported by first-class research facilities and an experienced bilingual team, we ensure seamless communication, precise moderation, and thoughtful analysis throughout the research process.

In a market often seen as complex or opaque, Sugata Research helps bridge the gap between global ambitions and Japanese realities. We help our clients see Japan not just as a market, but as a living culture—rich with insights, emotions, and opportunities waiting to be discovered.

Let us help you move beyond what people in Japan say to what they truly mean, and build deeper, more human connections that drive lasting success.