Sugata Research

Andrew Darton

Managing Director of Sugata Research

Sugata Research

Andrew initially made Japan his home 30 years ago. A veteran of qualitative research in the Japanese market, he combines his local knowledge and language skills to help his many international clients translate the local culture into insights.

As an escape from the busy task of managing the business he likes to get his hands dirty and grow organic vegetables. This compliments his love of food and wine.


Sugata Research was established to bring a more personal approach to qualitative research in Japan and deliver thinking as individual as each specific business or marketing challenge. Since then we've helped hundreds of brands across sectors - from FMCG, to technology, to pharmaceuticals - find their ideal form in this often misunderstood market.

Our team of seasoned, bilingual researchers bring together an intimate local understanding with a globally informed perspective on brand thinking and marketing trends. We fit our method to the project, using whatever helps get us closer to consumer realities, with in-home ethnographies, 'live' in-store encounters, consumer video-blogs & of course well-thought-through consumer groups just part of our recent toolkit.

Above all we believe that that intelligent interpretation, informed by a keen understanding of the underlying business issues, is the key to creating real value and direction for our clients.

Our in-house field team gives us access to even hard-to-reach samples and ensures a quality grounding to all of our work.

Although we have a qualitative focus we also conduct a range of quantitative projects each year.