Richard's Eye

Japan's Zen-Like Consumer
Steady-state economy & Japan's reluctant consumers
Japan's Seasonal Factors
Seasonal income flow & impact on consumer spending
Arbitrage & Consumers
Law of "One Price" in consumer  product markets
Japan Viewed from the Outside
"Gai-jin,"  outsiders, views of Japan uncover new insights
Mobile phone usage habits -- Japan, China, U.S.
JMR study finds culturally influenced patterns
Richard May -- interview on iTV
Video clip -- marketing research
trends in Japan now
Software-as-a-Service
SaaS changes how you acquire software


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Welcome to JMR

Evidence-backed ideas for better marketing

Japan think-tank & consumer marketing research, strategy provider with full fieldwork support . JMR's expertise is in consumer goods marketing research, luxury goods, consumption pattern studies, usability studies for digital products & home electronics, psycho-economic studies, ethnographic and eye-tracking studies

Latest Updates


Chinese edtions of JMR books
2011-08-26
Chinese editions of JMR books

JMR new office
2011-08-08
Palace Side Bldg.  1-1-1  Hitotsubashi

New JMR books
2010-12-08
Why Japanese customers aren't buying.

Current Newspaper Reports
2010-12-08
Well-known Spanish Newspaper Visited JMR office:  in "La Vanguardia" (Spain), Nov 21,

New Magazine Interview
2010-11-08
An interview with Matsuda-san talking about the book, Kensho

2011-01-19
Survey shows consumers slightly loosening purse strings

2011-01-18
Mobile Phone Carriers -- Latest November data for Japanese mobile telecos -- new

2011-01-06
Increases in more categories, yet dramatic drop in new car unit sales

2010-12-16

2010-12-09
Supplemented with "free overtime"


  Publication of JMR's 2011 White Paper on Japanese Consumer Values:
Amidst tough economic realities, Japanese consumers find ways to enjoy life
[kibishii genjitsu; tanoshii seikatsu]

Ch. 1 -- Consumption slump continues -- Japan's newer generations a root cause
Ch. 2 -- Age of “Fun to be alike” consumers
Ch. 3 -- Consumers shifts from big fantasies to small-dreams
Ch. 4 -- Promise of grand life-course fades;heralds the joys of everyday life
Ch. 5 -- Shoppers armed with detailed information and excitement
Ch. 6 -- Desire shift - consumers reaccess their value maps

To buy the Japanese version of JMR's 2011 White Paper go to the JMR website

 
Publication of "Why Japanese Customers Aren't Buying Your Products?"  [買わない理由、買われる方法]
Looks at the nature of consumer desire, supported by JMR's own evidence project based on Japanese beer brands consumer trends. A framework using generation membership is shown and consumer marketing strategy solutions presented.  Published by Asahi Shimbun Publishing, 9/2010. Available on Amazon here 
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Chapters
1. What do you know about why Japanese consumers aren't buying?
2. Why aren't they buying 1  -- the  logical, the learning and the desire-filled consumer
3. Why aren't they buying 2 --  evidence from Japanese beer buying habits  
4. The Logic of why Japanese consumers are not  buying
5. Strategies --getting them to buy
6. Desire and free-choice - shifting toward  a post-consumption society
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Publication of "Japan's Non-consuming Consumers"
JMR's Hisakazu Matsuda takes a look at Japan's emerging customer group in JMR's latest publication: "Japan's non-consuming customers - Generational analysis: a new way of looking at consumer trends" (in Japanese: 「嫌消費」世代 -経済を揺るがす「欲しがらない」若者たち ["Ken-Shouhi" jidai - Keizai wo yurugasu "hoshigaranai" wakamonotachi).  Available on Amazon here.

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Case Studies
JMR writes case study analyses of major Japanese companies.  Here are two free example reports in English (page 1 of 10 page reports) :  Isetan, major luxury department store and Uniqlo, Japan's retail casual brand empire.

Consumer Economic Review
For our Japanese readers, the latest version of JMR's  Consumer Economic Review (February 2010, Vol. 13)  is just out.

The review covers the latest state of the Japanese economy, explains the mood of Japanese consumers and delves into their buying patterns.  The contents are as follows:


 

ESOMAR, founded in 1948,  is a world organization for enabling better research into markets, consumers and societies.  As an ESOMAR, JMR abides by the ICC/ESOMAR International Code of Marketing and Social Research Practice, a code drafted by ESOMAR and the International Chamber of Commerce.


The Privacy Mark logo indicates that JMR is certified by the Japan Information Processing Development Corp. (JIPDEC) and meets the strict standards for personal information protection standards of the Japan Industrial Standard JIS Q 15001.  The Privacy Mark certification is a guarantee to research clients and to consumers participating in research that their information is handled with the utmost security. 

Mind Matters - Marketing & Advertising


Eye movments & eye tracking

(Guide for marketers)


Eye tracking intro - Japanese

(from our local language site)

Other JMR Services

SC 100+ case studies
( domestic corporate cases -  in Japanese)



JMR Chinese language pages