{"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":"como-elaborar-pesquisas-sobre-questoes-culturais-do-japao","status":"publish","type":"post","link":"https:\/\/www.sisinternational.com\/pt\/como-elaborar-pesquisas-sobre-questoes-culturais-do-japao\/","title":{"rendered":"Como elaborar pesquisas para o Jap\u00e3o; Cultura \u00e9 importante!"},"content":{"rendered":"
\"Pesquisa<\/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 vez em quando, quando realizamos entrevistas de grupos focais enquanto clientes estrangeiros os monitoram al\u00e9m do espelho unidirecional, os clientes imediatamente sentem que algo est\u00e1 diferente do que normalmente veem. Especificamente, eles esperam que cada participante se torne aberto e fale, resultando na manifesta\u00e7\u00e3o de sentimentos e pensamentos reais. No entanto, isso n\u00e3o \u00e9 normalmente o que acontece no Jap\u00e3o. O que est\u00e1 diferente?<\/p>\n

As pessoas aqui tendem a estar menos dispostas a se abrirem em p\u00fablico. Ao contr\u00e1rio da cultura \u201cmostre e conte\u201d t\u00edpica dos EUA, onde expressar as pr\u00f3prias opini\u00f5es \u00e9 altamente encorajada, no Jap\u00e3o tem havido uma inclina\u00e7\u00e3o tradicional para se tornar menos falador em p\u00fablico. Isso pode ocorrer porque as pessoas tendem a mudar sua atitude enquanto est\u00e3o dentro de seu c\u00edrculo interno e enquanto est\u00e3o dentro de seu c\u00edrculo externo. Obviamente, enquanto est\u00e3o dentro do primeiro, tornam-se mais abertos e vice-versa. Em outras palavras, as pessoas muitas vezes se tornam muito lac\u00f4nicas quando falam entre \u201cestranhos\u201d. Um dos meus amigos americanos chamou-a de cultura enlatada!<\/p>\n

Gostaria de partilhar convosco como temos abordado este \u201cimpedimento\u201d cultural enquanto tentamos extrair os seus verdadeiros sentimentos e pensamentos.<\/p>\n

Quebra gelo <\/strong><\/p>\n

Felizmente, esta abordagem simples mas universal tamb\u00e9m \u00e9 eficaz no Jap\u00e3o. As pessoas reagem a algo engra\u00e7ado e uma atmosfera relaxante entra em a\u00e7\u00e3o. Este \u00e9 um aquecimento.<\/p>\n

Igni\u00e7\u00e3o <\/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

Evitando gravita\u00e7\u00e3o tendenciosa <\/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

Empresa Contribuinte:<\/strong>
\nServi\u00e7os de pesquisa do Jap\u00e3o. T\u00f3quio, Jap\u00e3o.www.japan-research-services.com
\nContato: Yasu Kanno.yasu.ka@agloballoon.co.jp<\/a><\/p>\n

Isen\u00e7\u00e3o de responsabilidade: pontos de vista e opini\u00f5es s\u00e3o exclusivamente dos contribuidores e n\u00e3o refletem necessariamente as opini\u00f5es, pontos de vista e metodologias da SIS International Inc. Sob nenhuma circunst\u00e2ncia a SIS, suas afiliadas, sucessores ou cession\u00e1rios ser\u00e3o respons\u00e1veis por qualquer perda ou dano causado pela confian\u00e7a de algu\u00e9m nas informa\u00e7\u00f5es contidas neste site.<\/p>","protected":false},"excerpt":{"rendered":"

\"\"<\/span><\/span>Muitas empresas de investiga\u00e7\u00e3o globais caem numa armadilha ao conceberem a parte japonesa do projecto de investiga\u00e7\u00e3o global. \u201cO qu\u00ea consistente e como diferente\u201d \u00e9 uma norma que deve ser sempre seguida em projetos de investiga\u00e7\u00e3o globais que contenham investiga\u00e7\u00e3o de campo em muitos pa\u00edses. Na maioria das vezes, precisamos de ajustar as especificidades prescritas a n\u00edvel global \u201cO qu\u00ea\u201d para produzir o melhor resultado do trabalho de investiga\u00e7\u00e3o no Jap\u00e3o. Nesta s\u00e9rie de artigos, esclarecerei como devemos lidar com a parte \u201cComo\u201d da norma para tornar a perna do Jap\u00e3o mais eficaz, mantendo ao mesmo tempo o \u201cO qu\u00ea\u201d intacto. Especificamente, este artigo \u00e9 sobre pesquisa em grupo focal.<\/p>","protected":false},"author":1,"featured_media":65779,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_uag_custom_page_level_css":"","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"],"uagb_featured_image_src":{"full":["https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/09\/Japan-4.jpg",1456,816,false],"thumbnail":["https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/09\/Japan-4-150x150.jpg",150,150,true],"medium":["https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/09\/Japan-4-300x168.jpg",300,168,true],"medium_large":["https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/09\/Japan-4-768x430.jpg",768,430,true],"large":["https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/09\/Japan-4-1024x574.jpg",1024,574,true],"1536x1536":["https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/09\/Japan-4.jpg",1456,816,false],"2048x2048":["https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/09\/Japan-4.jpg",1456,816,false],"trp-custom-language-flag":["https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/09\/Japan-4-18x10.jpg",18,10,true]},"uagb_author_info":{"display_name":"Ruth Stanat","author_link":"https:\/\/www.sisinternational.com\/pt\/author\/expert\/"},"uagb_comment_info":0,"uagb_excerpt":"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…","_links":{"self":[{"href":"https:\/\/www.sisinternational.com\/pt\/wp-json\/wp\/v2\/posts\/12027","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.sisinternational.com\/pt\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.sisinternational.com\/pt\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/pt\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/pt\/wp-json\/wp\/v2\/comments?post=12027"}],"version-history":[{"count":3,"href":"https:\/\/www.sisinternational.com\/pt\/wp-json\/wp\/v2\/posts\/12027\/revisions"}],"predecessor-version":[{"id":81464,"href":"https:\/\/www.sisinternational.com\/pt\/wp-json\/wp\/v2\/posts\/12027\/revisions\/81464"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/pt\/wp-json\/wp\/v2\/media\/65779"}],"wp:attachment":[{"href":"https:\/\/www.sisinternational.com\/pt\/wp-json\/wp\/v2\/media?parent=12027"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.sisinternational.com\/pt\/wp-json\/wp\/v2\/categories?post=12027"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.sisinternational.com\/pt\/wp-json\/wp\/v2\/tags?post=12027"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}