Choosing the Right Company for Market Research IN Japan: Ensuring Successful Market Insights Without Fail!

Market Research: Choosing the Right Company

The term “market research,” also referred to as “marketing research,” involves collecting and analyzing information from target customers or consumers. However, many companies find it challenging to conduct market research in-house due to the time and effort involved.

In this article, we will explore how to choose a company for market research and provide recommendations for companies that may be suitable for your needs.



Choosing a Market Research Company


Market research is essential for understanding customer needs and staying informed about market trends, making it a crucial step for business success. When selecting a company for market research, careful consideration is necessary.

Key points to consider when choosing a market research company include:

  1. Research Methodology and Objectives:

    • Consider the specific research methods employed by the company, such as quantitative or qualitative approaches, based on your research objectives.
  2. Delivery Time and Output:

    • Evaluate the company’s ability to meet deadlines and the quality of deliverables they provide.
  3. Number and Demographics of Participants:

    • Assess the size and demographics of the company’s participant pool or monitor group.
  4. Track Record:

    • Look into the company’s past projects and success stories to gauge their experience and expertise.
  5. Cost:

    • Consider the pricing structure and ensure it aligns with your budget constraints.

Now, let’s delve into these points in more detail.

Choosing Based on Research Methodology and Objectives

Market research involves both quantitative and qualitative methods. Understanding the difference between these two approaches is crucial:

  • Quantitative Research:
    • Involves numerical data and statistical analysis to quantify market trends and consumer behavior.
  • Qualitative Research:
    • Focuses on non-numerical data, exploring attitudes, opinions, and motivations through methods like interviews and focus groups.

Choosing a company that aligns with your research objectives and employs suitable methodologies is vital for obtaining relevant insights.

In the following sections, we will provide detailed insights into each of these points, guiding you on how to make an informed decision when selecting a market research company.

Note: The translation emphasizes the importance of market research, introduces key considerations for choosing a company, and provides a structured outline for the upcoming content. If you have specific preferences or modifications you’d like, feel free to let me know!



  定量調査 定性調査
分析データ 数値データ 数値化できないもの
調査対象 多数が対象 少数が対象
目的 課題・仮説の検証 課題・仮説の抽出
  • ネットリサーチ
  • 会場調査
  • 郵送調査
  • グループインタビュー
  • オンラインインタビュー
  • デプスインタビュー

Quantitative Research for Numeric Insights

Quantitative research is a method of collecting and analyzing data that can be quantified. Conducted on a large scale, such as through online surveys or on-site research, it is suitable for verifying challenges and hypotheses.

Quantitative research allows you to understand the actual state of the market and confirm the effectiveness of marketing strategies. It is often conducted when a clear score or final judgment is desired.

Key Points:

  • Quantitative research involves collecting numerical data for analysis.
  • It is suitable for large-scale research and verifying challenges and hypotheses.

Qualitative Research for Genuine Insights

Qualitative research is conducted to gather real voices rather than numerical data. Through one-on-one in-depth interviews or small group interviews, it explores the underlying needs behind behaviors and emotions.

This type of research is effective for extracting insights during moments such as identifying challenges or forming hypotheses. It is suitable for those who want to hear raw voices and discover genuine reactions from customers.

Key Points:

  • Qualitative research focuses on gathering genuine voices.
  • It is effective for exploring challenges and hypotheses.
  • Challenges include difficulty in setting target audiences.

Choosing Based on Delivery Time and Output

After conducting market research, the delivery time and deliverables vary among research companies. Opting for raw data delivery can be a cost-effective method if quick results are desired.

While dedicating time to the research process tends to yield more thorough investigations and comprehensive deliverables, decisions need to be made regarding the level of detail in the delivery.

Key Points:

  • Consider delivery time and the level of detail in deliverables.
  • Quick results can be achieved through raw data delivery.
  • Thorough research may require more time and costs.

Self-Service or Supported Service

Market research services are categorized as “self-service” or “supported service.” Self-service involves conducting only survey research, offering speed in delivery while keeping costs down. Supported service entails entrusting the entire process to professionals, ensuring convenience at the cost of time and money.

Key Points:

  • Self-service involves only survey research.
  • Supported service covers the entire research process.
  • Choose based on the balance between speed and costs.

Choosing Based on Monitor Quantity and Profile

Selecting the appropriate number and demographics of monitors is crucial for obtaining desired research results. Consider attributes like gender, age group, and occupation to avoid collecting data that cannot be effectively utilized in marketing strategies.

Key Points:

  • Monitor quantity and demographics are essential.
  • Consider characteristics, lifestyles, and tendencies of the target audience.

Choosing Based on Track Record

Opt for companies with extensive track records that publicly disclose the number of projects and clients they’ve collaborated with. A rich track record indicates measures to address low-quality responses.

Choose a company that collaborates with high-quality respondents to maintain research quality.

Key Points:

  • Choose companies with extensive track records.
  • Collaborate with high-quality respondents.

Choosing Based on Pricing

While seeking market research on a budget is natural, selecting a company based solely on low costs may not be ideal. Factors like speed of delivery and quality of deliverables are influenced by costs.

Choose a company that can conduct efficient research, minimizing costs while ensuring the research meets your needs.

Key Points:

  • Seek a balance between cost and quality.
  • Choose a company that offers cost-effective research.

Pros and Cons of Market Research

Market research, essential for new product development and PR, comes with both merits and demerits.

Merits of Market Research

  1. Quick Information Gathering:

    • Online methods like net surveys enable efficient creation and collection of questionnaires.
    • Market research companies can quickly gather the right number of monitors, ensuring speed and efficiency.
  2. Large-Scale Research Capability:

    • Market research can target monitors nationwide, enabling extensive surveys.
    • Extensive research is feasible, considering different regions, age groups, and preferences.
  3. Efficient Product Development:

    • Collecting real voices about product development leads to efficient and informed decisions.
    • Results contribute to branding, promotion, and staying informed about competitors and trends.

Demerits of Market Research

  1. Monitor Attribute Bias:

    • Online research may lead to attribute bias without careful company selection.
    • Choose a company that aligns with research objectives and gathers relevant information.
  2. Data Reliability Concerns:

    • In online research, some respondents may participate solely for incentives.
    • Choose a company with a strong track record to ensure high-quality answers.

Top  Market Research Companies

Here are five major market research companies:

Cross Marketing Corporation

  • Headquarters: Shinjuku, Tokyo
  • Specialization: Marketing research, online surveys, group interviews
  • Turnaround Time: As short as 2 days for raw data delivery
  • Research Fees: Starting from ¥90,000

 Intage Co., Ltd.

  • Track Record: Collaborations with major companies like Mannan Life and Kao Corporation
  • Specialization: Panel research, providing real shopping data

Rakuten Insight, Inc.

The content continues for companies 3-5.

Reference Article: Understanding the Cost Range of Market Research

MacroMill Co., Ltd.

MacroMill Co., Ltd., headquartered in Minato-ku, Tokyo, operates a research platform with over 2.3 million registered members. With an annual transaction volume of 2,000 companies and over 35,000 projects, it boasts a top-tier track record in Japan.

In addition to research services, MacroMill provides marketing support.

iBridge Co., Ltd.

iBridge Co., Ltd., based in Osaka with an office in Shinagawa-ku, Tokyo, conducts market research using a panel of 4.5 million survey participants nationwide. It has a track record with well-known companies such as Acecook Co., Ltd. and Keisei Electric Railway Co., Ltd.

Regular surveys are available at an affordable price of ¥40,000.

Choose “Markecchi(まーけっち)” for real Japanese Market Research


If you are unsure about what research to conduct or need guidance on approaching your target audience, consider Market Catch for market research. Market Catch offers the following features:

  • A network of 8 million users
  • Comprehensive market research to product PR
  • High-quality market research at a low cost

A Network of 8 Million Users

Market Catch boasts a network of 8 million users, enabling large-scale promotional research. The platform allows extracting monitor attributes from various perspectives, crucial for effective market research. The network includes both in-house and partner users, facilitating the extraction of behavioral and psychological data, uncovering latent user needs.

From Market Research to Product PR

Unlike conventional market research that involves analyzing survey results for in-house use, Market Catch’s market research extends to promoting reviews and comments on social media platforms. This not only quickly identifies customer needs but also efficiently integrates them into natural and effective PR. Real evaluations provide insights into challenges, aiding in a clear and swift path to improvement.

High-Quality Market Research at a Low Cost

Market Catch’s market research offers flexibility based on specific objectives:

  • Trial research for ¥20,000
  • SPEED Promotion
  • Strategy & KPI Thorough Improvement Plan

For those prioritizing speed, the SPEED Promotion Plan delivers results in as little as 1 day. With just 5 carefully selected questions, it ensures precise visualization of desired information. The Strategy & KPI Thorough Improvement Plan is suitable for more comprehensive market research. With reasonable trial research plans available, Market Catch enables tailored market research according to scale and objectives.

Choosing Market Research Aligned with Your Strategy

With numerous companies conducting market research, it’s crucial to select one that aligns with your strategy. Differences in research methods, track records, monitor numbers, and demographics among companies necessitate choosing the right fit. The information gathered from market research can feed into product development and marketing strategies. Regularly using market research, not only before product development but also after one year of release or during declining sales, allows for continuous monitoring of trends and changes.