Dive into SAMURAI spirit

Dive into SAMURAI spirit
Unlocking The Japanese
Consumers with MROCs
1
o
S
.
lite o
o
p
re h e y d
a
y
The e that t ond
polit go bey hing
not somet y?
e
g
h
n
t
i
y
o
d
sa
,
”
e
f
a
s
“
Why they are quiet?! In
US, respondents do not
wait but just start saying
their opinion, why they
are quiet ?
They say they like
it, but they do not
look excited to me.
Show me their
emotion!!!
2
Hmm…
Japanese do
not express
themselves?
Japanese
are less
emotional?
3
k
a
e
p
s
e
r
o
f
e
b
k
n
i
h
t
y
The
pt
u
r
r
e
t
n
i
t
o
They do n
e fin
n
o
e
m
o
s
e
befor
ish
because Japanese are conscious of being
sensitive to & sensible in the situation
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•  OK. Let me invite you to the short trip to Japanese
mentality.
•  How our value and morality have been shaped and
retained in the long history.
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6 7
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BUSHIDO/
SAMURAI SPIRIT 10
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11 Shame culture
“ The United States is a culture of guilt,
and Japan a culture of shame.
”
GUILT Culture
Independent
Ruth Benedict, anthropologist,
“The Chrysanthemum and the Sword”
SHAME Culture
Interdependent
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Double faces
(Honne and Tatemae)
Honne
Your INNER
feelings
Tatemae
Façade/
the face you
show in public
If you think “Honne” is truth and “Tatemae” is falsehood, it is incorrect.
“First Tatemae, then Honne” is a necessary process to reveal “Honne”
for Japanese who unconsciously avoid offending others.
And sometimes…… even we ourselves are not aware which is Honne
and which is Tatemae.
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そして今。 March
11,
2011
2:46 pm
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1413
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NO food NO water, Little stocks in stores
NO LOOTING NO RIOT
What is in their mind?
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Beautiful Cue
Tate
mae
Shame Culture
Honne
as
y
u
b
If I
as I
h
c
mu they
,
want hink I
tt
migh elfish.
am s
We are all the same.
In shortage of goods.
Let’s cooperate.
Let’s share.
Buy as little as
survive.
Might
be ali
from o enated
thers?
That’s
m
than o ore scary
ut of s
tock.
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So, what happens in
Focus Groups Facility?
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Moderator’s Struggle
Harmony
Samurai Spirit
Shame Culture
Tatemae/Honne
´ Time consuming!!!
´ They think before speak
´ Do not interrupt others but wait until they finish
´ First tatemae then honne
´ Sometimes too indirect/ vague!!!
´ Carefully avoid offending someone’s feeling
´ Highly dependent on Moderator’s SKILL
´ Time management skill
´ Instant judgment skill
´ Encouragement skill
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In addition, GRAMMATICAL reason makes you WAIT
until they complete the sentences.
Japanese word order
´ You can only tell if it is positive or negative at the
very end of sentences.
´  “I do not like it. ”
´  “私は それを あまり 好きでは ありません.”
I
it
(much) like
do not
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Then how about MROCs?
Market Research Online Community
MROCs are compatible with such mentality
and linguistic characteristics.
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ONLINE
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ANONYMOUS
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MORE
More
people
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No face to face pressure
Can say something at ease
More chances to e-meet with
those of similar idea/behavior
•  More encouraged against
“ Shame Culture”
•  “Sense of Harmony” works
more for sharing /cocreation than hesitation
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24H & ASYNCHORNOUS
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ANYTIME ANYWHERE &
LONGITUDINAL
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Can say something in their
own pace and rhythm
Have plenty of time to think/
re-think
Can post at the very moment
they want to say something
•  Moderators are liberated from
the time constraint
•  Can observe the attitudinal
change
•  In the moment insight
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Shhhhhh! This is a secret to my husband. I am deeply in debt from
my frequent going to aesthetic salon.
Credit Card Statement for
December
Aesthetic
Salon
JY570,000.—
(US$5,300.--)
29 I never go out
without make-up,
but OK,
here I show you my
face with make-up
removed. My deep
lines and sagging
skin….
Sometimes my pride or self-esteem forces
me to refrain from saying what I really
think. It is especially so to those I am
acquainted with. Here I could reveal
myself. This is because we do not know
the name and face each other. Such a
wonderful experience!!
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I have just found. The more it has passed, the
more frequently and longer I have logged in. How
could I imagine before that I have got into it with
such enthusiasm?
As I completed each task one by one, I just found me deeply
reflecting on myself. Also it was so good to know what other
members are thinking. Such an inspiring and learningful
experience. So happy to join.
START ONGOING CLIMAX
CLOSE
31 CONCLUSIONS
•  Japanese are well thoughtful people with rich
emotion.
•  But their code makes such thought and
emotion reserved deep inside.
•  MROC is quite compatible with such
Japanese mentality,
•  And helps us a lot by opening the gate to
reach a new “insight” which we have not met
via traditional approach.
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Dear my friends,
Let’s dive into Samurai spirit.
Let’s go deep inside and deep　INSIGHT into Japanese mind and　soul via online community!!
Looking forward to working with you
as a friendly navigator of your journey.
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Thank you
Tomoko Yoshida
tomoko.yoshida@myad.jp
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