In-home Interviews and Things to Know

Conducting in-home interviews in Japan can be quite daunting, especially if it is your first visit and you are unaware of the many Japanese customs which may influence the way you design and conduct the research. To help assist in this process here are some pointers to keep in mind when thinking about conducting ethnographic research in Japan:

1. Apartments are small so consider the composition of the research group carefully

We recommend a maximum of 4 people attend in-home interviews. This may include the moderator, simultaneous interpreter, and two clients. Sitting room is limited so don’t feel offended if you are forced to sit cross legged on the living room floor!

2. Consider using a bi-lingual moderator

Many of our clients prefer the use of a bilingual moderator who can facilitate both moderation and interpretation for in-home interviews. This method goes a long way to breaking down the barriers between the respondent and clients within the home especially when the client is also actively asking questions. Although for more in-depth discussions with less of an observation element we generally have a simultaneous interpreter present.

3. Filming and picture taking is fine within the home, however …

We just need to let respondents know ahead of time that video recording will be taking place – sounds obvious yes – but there have been a few video cameras taken out mid-interview to the respondent’s surprise! And given the size of apartments it is not always practical to have a professional videographer join the discussions so be prepared to walk around with a handy cam to capture footage or if there is only one client in attendance one of our consultants can help out.

4. Don’t limit your discussions to within the home

Although many clients are interested in understanding how life is spent within the home, a lot of insight can also be gained from stepping outside with respondents and understanding where they hangout, go shopping, and meet their friends. Many times we also have respondents invite friends along to get a slightly different perspective on things.

5. Don’t let language be a barrier

The most successful ethnographies are those where the client is actively participating in the discussion with the respondent. Respondents tend to open up much more when clients are also expressing interest and probing on certain areas – so don’t be  afraid to put down the note book and ask a few questions yourself – with our help of course!

6. Wear your best socks!

Shoes need to be left at the front door before entering the home so don’t get caught out!

7. Lastly – don’t get too hung up on the customs.

Japanese respondents are very welcoming and friendly and more importantly very forgiving of any cultural faux pas. So just come in with a smile and enjoy the experience.

In-home research can be very rewarding and insightful so don’t be put off by any cultural or language barriers. With the right preparation and the right execution you will walk away with more insight than anything attainable behind the one-way mirror.