Hello, I’m Madoka Suganuma

An Independent Qualitative Market Researcher, Semiotician and Ethnographer and your guide in navigating through Japanese Culture. I’m bilingual in Japanese and English and have a passion for dissecting and understanding culture, providing context so that you understand what it means. Japanese culture is forever changing, and making sure your brand is in alignment with it is crucial to your success in the Japanese market.

Japanese culture can appear confusing at times

It may seem like there are a lot of rules

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Are you looking for a researcher who has a pulse on current consumer trends in Japan?

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Are you looking for a Semiotician who can uncover meaning in certain areas with a deep understanding of Japanese culture?

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Are you looking for an experienced ethnographer to find answers to big questions?

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Do you wish to find a local moderator who you can communicate smoothly with?

You’ve come to the right place.

Learn about our services

  • Store Checks, In-Depth-Interviews, Online Market Research (MROC), online community moderation – Moderation and Report Writing, Ethnographic Research, Market Research related translation, analysis and report writing

  • Semiotics, Trend Analysis Reports, Trend Safaris

  • Audio to Text Translation/Transcription (can be done at the same time), Content Analysis

Portfolio

  • Sustainability in Japanese Culture

    Client:
    Accenture Song

    Methodology :
    I conducted ethnography and a diary study, as well as collaborating with researchers from other countries

    (UK, USA, Germany, China, India, Brazil, South Africa, Japan)

    Report

  • Understanding the Anime Series category and its future

    Client:
    National Research Group

    Methodology:
    Semiotic analysis of 10 anime series

    Report

  • Food Technology scene in Japan

    Client:
    The Canadian Embassy in Japan

    Methodology:
    Desk research

  • Trend Safari on functional drinks in Tokyo

    Client:
    A large French food and beverage manufacturer

    Methodology:
    Built and organised an immersive tour experience with expert interviews around the theme of functional drinks

Brands and Agencies I’ve Collaborated With

Consumer Eyes | Euromonitor | Meros Consulting | ReD Associates | Space Doctors | Strum und Drang | The Future Laboratory | The Mix | Untapped Innovation |

Consumer Eyes | Euromonitor | Meros Consulting | ReD Associates | Space Doctors | Strum und Drang | The Future Laboratory | The Mix | Untapped Innovation |

ACCENTURE SONG | BAMM LONDON | BMC STRATEGIC INNOVATION | GOURMETPRO | IPSOS HEALTHCARE | MINTEL | OXY INSIGHTS | SIGN SALAD | SMARTY PANTS |

ACCENTURE SONG | BAMM LONDON | BMC STRATEGIC INNOVATION | GOURMETPRO | IPSOS HEALTHCARE | MINTEL | OXY INSIGHTS | SIGN SALAD | SMARTY PANTS |

67health | ASMARQ | Canvas8 | HUMAN8/InSites Consulting | NRGMR | Protein | Socrates Research | Stylus | TRA |

67health | ASMARQ | Canvas8 | HUMAN8/InSites Consulting | NRGMR | Protein | Socrates Research | Stylus | TRA |

My End Clients

  • Beverages (Coca-cola, RedBul, Heineken), food (Nestlé, Aussie Beef, FarmFrites, Zespri, Canadian Maple Syrup), food tech (Canadian Embassy), meal kits (Hello Fresh), supplements (BASF, Orkla)

  • Beauty products (L’Oreal, SK-II, H&S, Dior), contact lenses (Johnson & Johnson), oral care (SUNSTAR, GSK), pet care (Royal Canin, MARS petcare), sex toys & sexual well- being (Eli Lilly), male grooming, Hair dryers & straighteners (Panasonic), running shoes (ASICS)

  • Automotive navigation input (Omron Software), music streaming service (Google Play Music), smartphones (Google Pixel), printers (HP), robots (Huawei), microphones (Shure), web services (Wikipedia)

  • Collectable magazines (Eaglemoss), luxury goods (Gucci, Dior Beauty), museums (Natural History Museum (UK), Barbican), sustainability (Accenture Song), tobacco (BAT), tourism & travel (luxury travel, understanding Gen Z), English tests (Pearson), anime series (NRGMR)

How clients feel about my work

Oliver Pattenden


Global Research and Insight Director - The Sustainability Studio
Accenture Song

“Madoka is brilliantly talented and empathetic researcher. She understands and unpacks the cultural context and nuances within Japan brilliantly, helping us to understand people's lives and related implications for creativity and innovation in the country. She not only executed a brief for ethnographic research and cultural analysis excellently, she also helped us to push the project's analytical framing forward and contributed a vast amount of deep conceptual thinking to our synthesis phases too. On top of all of this, she's a collaborative soul who listens to others and builds on their thoughts and ideas in group sessions. I hope we have a chance to work together again soon.”