{"id":12027,"date":"2009-08-26T14:15:34","date_gmt":"2009-08-26T14:15:34","guid":{"rendered":"https:\/\/www.sisinternational.com\/how-to-craft-research-for-japan-culture-matters\/"},"modified":"2025-09-16T20:10:18","modified_gmt":"2025-09-17T00:10:18","slug":"comment-elaborer-des-recherches-sur-la-culture-japonaise","status":"publish","type":"post","link":"https:\/\/www.sisinternational.com\/fr\/comment-elaborer-des-recherches-sur-la-culture-japonaise\/","title":{"rendered":"Comment cr\u00e9er des recherches pour le Japon\u00a0; La culture, \u00e7a compte !"},"content":{"rendered":"
\"\u00c9tudes<\/figure>\n\n\n\n

<\/p>\n\n\n

Many global research firms get trapped in a pitfall in designing the Japan leg of the global research project. “Consistent What and Differing How” is a norm one should always adhere to in global research projects that contain field research across many countries. More often than not, we need to adjust the specifics prescribed at the global level “What” to yield the best result from the research work in Japan. In this series of articles, I will shed a light on how we should deal with the “How” part of the norm to render the Japan leg most effective while keeping the “What” intact. \u00a0Specifically, this article is about focus group research<\/a>.<\/em><\/strong><\/p>\n

De temps en temps, lorsque nous organisons des entretiens de groupe pendant que des clients \u00e9trangers les surveillent au-del\u00e0 du miroir sans tain, les clients sentent imm\u00e9diatement que quelque chose est diff\u00e9rent de ce qu'ils voient habituellement. Plus pr\u00e9cis\u00e9ment, ils s'attendent \u00e0 ce que chaque participant s'ouvre et s'exprime, ce qui fera ressortir de v\u00e9ritables sentiments et pens\u00e9es. Cependant, ce n\u2019est pas typiquement ce qui se passe au Japon. Qu'est-ce qui est diff\u00e9rent?<\/p>\n

Les gens ici ont tendance \u00e0 \u00eatre moins dispos\u00e9s \u00e0 s\u2019ouvrir en public. Contrairement \u00e0 la culture du \u00ab montrer et raconter \u00bb typique aux \u00c9tats-Unis, o\u00f9 l'expression de ses opinions est fortement encourag\u00e9e, au Japon, il existe une tendance traditionnelle \u00e0 devenir moins bavard en public. Cela peut \u00eatre d\u00fb au fait que les gens ont tendance \u00e0 changer d\u2019attitude entre le moment o\u00f9 ils se trouvent dans leur cercle restreint et le moment o\u00f9 ils se trouvent dans leur cercle ext\u00e9rieur. \u00c9videmment, lorsqu\u2019ils sont au sein des premiers, ils deviennent plus ouverts et vice versa. En d\u2019autres termes, les gens deviennent souvent tr\u00e8s laconiques lorsqu\u2019ils s\u2019expriment parmi des \u00ab \u00e9trangers \u00bb. Un de mes amis am\u00e9ricains l\u2019a qualifi\u00e9 de culture en conserve\u00a0!<\/p>\n

J'aimerais partager avec vous comment nous avons r\u00e9solu cet \u00ab obstacle \u00bb culturel tout en essayant de conna\u00eetre leurs v\u00e9ritables sentiments et pens\u00e9es.<\/p>\n

Briser la glace <\/strong><\/p>\n

Heureusement, cette approche simple mais universelle est \u00e9galement efficace au Japon. Les gens r\u00e9agissent \u00e0 quelque chose de dr\u00f4le et une atmosph\u00e8re relaxante s\u2019installe. C\u2019est un \u00e9chauffement.<\/p>\n

Allumage <\/strong><\/p>\n

Nobody tends to want to be the first to express his\/her own thought even if asked. What we often do is to present a point about which people can’t help saying something. For example, if you want to know the pattern of education spending by participants on their children<\/a>, you may want to allude to a group of people who are “enthusiastic” about a certain type of educational spending. Since we have chosen people who are keen on education, each of them should have some clear opinion about it, be it positive or not. That works as an ignition.<\/p>\n

\u00c9viter la gravitation biais\u00e9e <\/strong><\/p>\n

In Japan, people tend to try to reach consensus as early as possible; many scholars suggest that this attitude stems from Japan’s agricultural societal structure where group<\/a> works are always looked for. This is also what we observe in focus group meetings. People tend to gravitate toward one opinion; once a certain position is built, a “snowball” effect often kicks in where people begin to rally around it. This is one of major impediments one should avoid once free-wheeling discussions begin. Although I don’t get into specific tactics to stay away from the end result becoming highly biased because they are pretty common across cultures, the moderator should be very alert on this gravitational force gaining momentum and strike the balance of discussions.<\/p>\n

Entreprise contributrice\u00a0:<\/strong>
\nServices de recherche japonais. Tokyo, Japon.www.japan-research-services.com
\nContact : Yasu Kanno.yasu.ka@agloballoon.co.jp<\/a><\/p>\n

Avertissement : les points de vue et opinions sont uniquement ceux des contributeurs et ne refl\u00e8tent pas n\u00e9cessairement les opinions, points de vue et m\u00e9thodologies de SIS International Inc. En aucun cas SIS, ses soci\u00e9t\u00e9s affili\u00e9es, successeurs ou ayants droit ne pourront \u00eatre tenus responsables de toute perte ou dommage caus\u00e9 par la confiance accord\u00e9e par quiconque aux informations contenues dans ce site Web.<\/p>","protected":false},"excerpt":{"rendered":"

\"\"<\/span><\/span>De nombreuses soci\u00e9t\u00e9s de recherche mondiales se retrouvent pi\u00e9g\u00e9es dans un pi\u00e8ge lors de la conception du volet japonais du projet de recherche mondial. \u00ab\u00a0Quoi coh\u00e9rent et comment diff\u00e9rent\u00a0\u00bb est une norme \u00e0 laquelle il faut toujours adh\u00e9rer dans les projets de recherche mondiaux qui contiennent des recherches sur le terrain dans de nombreux pays. Le plus souvent, nous devons ajuster les sp\u00e9cificit\u00e9s prescrites au niveau mondial \u00ab Quoi \u00bb pour obtenir le meilleur r\u00e9sultat des travaux de recherche au Japon. Dans cette s\u00e9rie d\u2019articles, je mettrai en lumi\u00e8re la mani\u00e8re dont nous devrions traiter la partie \u00ab\u00a0Comment\u00a0\u00bb de la norme pour rendre la jambe japonaise la plus efficace tout en gardant le \u00ab\u00a0Quoi\u00a0\u00bb intact. Plus pr\u00e9cis\u00e9ment, cet article concerne la recherche de groupes de discussion.<\/p>","protected":false},"author":1,"featured_media":65779,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[298],"tags":[],"class_list":["post-12027","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-asia","generate-columns","tablet-grid-50","mobile-grid-100","grid-parent","grid-50"],"_links":{"self":[{"href":"https:\/\/www.sisinternational.com\/fr\/wp-json\/wp\/v2\/posts\/12027","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.sisinternational.com\/fr\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.sisinternational.com\/fr\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/fr\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/fr\/wp-json\/wp\/v2\/comments?post=12027"}],"version-history":[{"count":3,"href":"https:\/\/www.sisinternational.com\/fr\/wp-json\/wp\/v2\/posts\/12027\/revisions"}],"predecessor-version":[{"id":81464,"href":"https:\/\/www.sisinternational.com\/fr\/wp-json\/wp\/v2\/posts\/12027\/revisions\/81464"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/fr\/wp-json\/wp\/v2\/media\/65779"}],"wp:attachment":[{"href":"https:\/\/www.sisinternational.com\/fr\/wp-json\/wp\/v2\/media?parent=12027"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.sisinternational.com\/fr\/wp-json\/wp\/v2\/categories?post=12027"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.sisinternational.com\/fr\/wp-json\/wp\/v2\/tags?post=12027"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}