Insights Revealed! "Qualitative Research & Interview Super Practical Know-how Seminar" to be Held on June 16. What does former P&G Research Department's Ms. Yamashita look for and listen to during research? Marketing Research Association Co., Ltd.

Qualitative Research & Interview Practical Know-how Seminar to be held on June 16, 2026.

How do "research professionals" extract information, what do they focus on, and how do they gain insights through interview research?

"Even after conducting research, I don't understand the insights..."

"I'm not confident if my current interview flow is really good..."

"How can that person gain such insights?"

To get closer to the true feelings of customers and develop products that truly hit the mark, like "Yes, this is exactly what I wanted!", qualitative research, especially interviews, is often conducted. However, even development personnel with considerable research experience often express concerns about the practical implementation and analysis of qualitative research, saying, "I can't confidently say this is an insight."

Research know-how is an area that tends to be individualized and is often thought to be difficult to verbalize and explain. However, by grasping the tips and tricks, anyone can improve their skills.

In this seminar, we will welcome a lecturer with extensive practical research experience, who is from P&G's research department and currently supports brand building for various clients. We will share the research know-how and tips cultivated through many experiences, explaining what "research professionals" extract, what they focus on, and how they analyze.

You will learn the key points of interview research practically, including watching interview videos based on development case studies and conducting debriefing sessions among participants.

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Lecturer: Kazumi Yamashita Etojiya Co., Ltd., former P&G Market Research Department

After joining P&G, she was responsible for numerous surveys as a researcher in the Market Research Department, contributing to the discovery of consumer insights that led to the development of various brands such as Pampers, JOY, SK-II, and Pringles. Subsequently, she joined Etojiya Co., Ltd., founded by Mr. Okamoto, also from P&G. She continues to be involved in research related to client brand building. She has attended thousands of interviews and field surveys, and in recent years, she has been dedicated to training marketers based on the research design, practical implementation, and analysis know-how gained from her experience. "I will share what I 'see' and 'think' during research."

Etojiya Homepage: https://www.etojiya.com/

Seminar Program:

1. Common NG examples and troubles in consumer research

・High evaluation in surveys, but didn't sell ・Even with qualitative research, if the sample size isn't large, I can't be confident in the output ・I thought I'd find something new, but got no new discoveries ・I have some research experience, but I can't confidently say, "This is an 'insight'!" ・Even after doing many, knowledge of customer understanding doesn't accumulate, etc...

2. Grasping insights firmly! Super practical know-how for qualitative research and interviews

[Case Study] Challenge research for a mock project with Ms. Yamashita, who has conducted qualitative research for thousands of people at P&G.

You are a product development project member for a certain manufacturer. You are planning to enter a new market with a groundbreaking new material/manufacturing method developed in-house. How would you proceed with the planning and launch research?

★Proceeds in a group discussion format

◆ Development project starts! What should be clarified first? How? Group/1-on-1 interviews? Or field surveys? Is a questionnaire survey also necessary?

◆ Prepare for qualitative research (interviews) Interview research design: Who to ask, what to ask? Important points and considerations at the design stage

◆ Conduct interviews to clarify insights ~Watch actual interview videos and analyze insights in groups~ What do research professionals listen for? What do they observe during interviews? What insights were gained from this interview? Qualitative research is key after practical implementation: How to proceed with debriefing

3. How to create a "Research Proposal" that doesn't waste budget and time

・What is a "Research Proposal" in the first place? Essential for a research proposal ・Research proposals and result summaries should always be accessible

Event Overview:

Date and Time: June 16, 2026 (Tuesday) 13:00-17:30

Venue: Tokyo Metropolitan Industrial Trade Center, Hamamatsucho Building, 4th Floor Conference Room Participation Fee: 39,600 JPY per person (tax included) *20% off per person for groups of 2 or more

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[Organizer]

Marketing Research Association Co., Ltd.

Since its establishment in 1960, the Marketing Research Association has been dedicated to fostering marketing-oriented human resources and organizations, and creating mechanisms for customers to continuously be chosen, through "marketing support," "BtoC sales force strengthening," "store sales force strengthening," Keywords: