Qualitative Research Capability – Lux Research Japan

Qualitative research is research designed to collect and analyze non-numeric data in order to understand participants’ experiences, perceptions, behaviors, and motivations.

Qualitative research is a survey that answers “how” and “why” rather than “how many” and “how much”.

Qualitative research is one of Lux Research Japan’s most specialized research methods. We have conducted numerous qualitative surveys in the Japanese market over the past 10 years, including Tokyo metropolitan area.

In qualitative research, the moderator is responsible for guiding the conversation, ensuring participant engagement, and gathering valuable insights. A skilled moderator helps ensure that the objectives of the study are met.

Our qualitative studies are conducted by experienced bilingual moderators who ensure the success of the study.

Lead Moderator

Nobue Shirai: Partner and Lead Moderator, Lux Research Japan.

Nobue is one of the founding members of Lux Research Japan and has served as a popular bilingual moderator and meeting/training facilitator for over 20 years. Her clients include more than 100international and domestic blue-chip companies.

Before establishing Lux Research Japan, Nobue gained experience as a consultant and business interviewer with PriceWaterhouse Coopers Consultant and later at IBM Business Consulting Services, in the areas of strategy, business development and change management.

At Lux Research Japan, Nobue often moderates studies in luxury goods and services, travel segments, financial services, IT, website usability, FMCG, gaming, and entertainment. Some recent moderating experiencesinclude projects for several types of high-end alcoholic products, automobiles, travel services and hotels, high-end consumer electronics,video games, IT services, high-end cosmetics and beauty products, luxury fashion and leather products, branded jewelry and website usability testing for auto, hotel and online shopping sites.

Nobue is a native Japanese speaker and is also fluent in English.

Nobue earned an MBA in the USA and currently lectures for MBA related courses at Waseda Open College.

Qualitative Research methodologies

Key Qualitative Research methodologies we can provide for:

  • Focus groups
  • Mini groups
  • In-depth interviews / Pair Interviews
  • Mystery Shopper
  • Usability Testing
  • Home Visits / Office Visits
  • In-shop interviews
  • Ideation workshops

Examples of Qualitative Research Projects

  • Usability testing of a luxury brand shopping site
  • Online focus group interviews with luxury cosmetics users
  • Online depth interviews with luxury watch users
  • Online ideation focus group with business decision makers
  • Face-to-face focus group interviews with premium cosmetics users
  • Online individual interviews with IT professionals
  • Online individual interviews with luxury jewelry users
  • Online individual interviews with institutional investors
  • Online individual interviews with healthcare professionals
  • Home visit interviews to users of high-end cosmetics users
  • Usability testing for PC users