JMRN specializes in qualitative research -- an especially powerful marketing tool that plays an important role in the development of successful marketing strategies.

For example, when considering new product introductions or product repositioning, qualitative research can provide an overview of customer attitudes and behavior, as well as identify underlying perceptions that could negatively influence customer acceptance levels.  It's also excellent for generating fresh ideas for new products, advertising or brand positioning.  Often, the nuances of customer attitudes and perceptions can provide stimulus for new approaches and feed into a formal idea generation process.  Consequently, qualitative research is an invaluable first step for screening new products or marketing concepts before committing them to final development and market introduction.

Typical methodologies employed by JMRN include B2B (business-to-business) and B2C (business-to-consumer) focus group discussion studies, in-depth one-to-one interviews, and ethnographic techniques that combine observation with interviewing.  Most significantly, JMRN applies qualitative techniques pioneered in the U.S. and Europe that are routinely rejected by local research companies as being "too progressive" for Japan.  JMRN's proposition has always been that multinationals operating in a global market environment deserve the same qualitative research capabilities in Japan that they have available elsewhere.  JMRN delivers those capabilities.