Group Interviews in Japan: Common Mistakes and Easy Fixes

Published: 2025-09-08

What’s an FGI?
A Focus Group Interview (FGI) is a small group discussion (usually 5–6 people) led by a moderator. You share ideas or products, listen closely, and discover what to improve before launch. Below are common mistakes we often see in Japan—and simple ways to avoid them.

1) Choosing a target that’s too narrow

Problem: Too many strict rules for participants (e.g., “only young shoppers who already buy brand X and live in one ward”). Recruitment gets slow and expensive.

Fix: Decide the must-haves (e.g., buys fashion accessories at least bi-monthly). Keep the rest as nice-to-haves (brand, area, style). Invite a few extra people so you still seat 5–6.

2) Not giving enough time or reward for recruitment

Problem: In Japan, research schedules are often disrupted by external factors such as typhoons, train delays caused by earthquakes, or flu season (due to crowded environment). These can lead to sudden cancellations or participants not showing up. If incentives are set too low, the risk of last-minute no-shows increases further.

Fix: Build in extra time to absorb unexpected schedule changes, and keep participant rewards at a fair level (typically JPY 30,000–50,000 for in-person interviews, including recruitment company fees). Clear, appropriate compensation helps reduce no-shows. Carefully review the contract terms with the recruitment company—make sure responsibilities, replacement policies, and cancellation handling are clearly defined.

3) Letting loud voices dominate the room

Problem: Peer pressure is strong in Japan. A few talkative people can steer the discussion, while quieter participants stay silent.

Fix: Begin with silent writing (“Please write your thoughts first”), then do a quick round-robin so everyone speaks once before open discussion. Prepare neutral follow-ups like: “What makes you say that?” and “Who feels differently?”

4) Ambiguous decision rights and success criteria

Problem: Teams leave fieldwork asking, “So… which concept won?”

Fix: Set a simple “pass” rule before you start.
Example: We’ll move this idea forward if at least 6 out of 10 participants can explain the main benefit in their own words and say how it’s different from our current brand.
Also it is important to include criteria such as emotional appeal (Did participants feel excited?), distinctiveness (Could they tell it apart from competitors?), and purchase intent (Would they consider trying it?).