3WAVES BLOG

Thursday January 21st, 2010 | Posted in Ethnographic Research | 2 Comments

Conducting ethnographic research in Japan can be quite daunting, especially if it is your first visit to Japan and you are unaware of the many Japanese customs which may influence the way you design and conduct the research. To help assist in this process here are some points to keep in mind when thinking about conducting ethnographic research in Japan:

1. Apartments are small so consider the composition of the research group carefully

We recommend a maximum of 4 people attend in-home interviews. This may include the moderator, simultaneous translator, and two clients. Sitting room is limited so don’t feel offended if you are forced to sit cross legged on the living room floor.

2. Consider using a bi-lingual moderator

Many of our clients prefer the use of a bilingual moderator who can facilitate both moderation and translation for in-home interviews. This method goes a long way to breaking down the barriers between the respondent and clients within the home especially when the client is also actively asking questions.

3. Don’t limit your discussions to within the home 

Although many clients are interested in understanding how life is spent within the home, a lot of insight can also be gained from stepping outside with respondents and understanding where they hangout, go shopping, and meet their friends. Many times we also have respondents invite friends along to get a slightly different perspective on things.

4. Don’t let language be a barrier

The most successful ethnographies are those where the client is actively participating in the discussion with the respondent. Respondents tend to open up much more when clients are also expressing interest and probing on certain areas - so don’t be  afraid to put down the note book and ask a few questions yourself – with our help of course!

5. Wear your best socks!

Shoes need to be left at the front door before entering the home so don’t get caught out!

Ethnographic research can be very rewarding and insightful so don’t be put off by any cultural or language barriers. With the right preparation and the right execution you will walk away with more insight than anything attainable behind the one-way mirror.