A New Beginning

2011-11-10T15:42:00.000-08:00

Dear Readers,

Thank you for visiting InterfaceASIA’s web page and my blog. I would like to introduce myself as the new Director at InterfaceASIA. I appreciate this opportunity to share my experiences over the past several months as I transition from Japan to the US.

Let me tell you some things about myself. I was born and raised in Tokyo where I spent most of my life outside of the two years spent in Palao as a dive instructor. I’ve been in market research for over ten years and truly enjoy the industry and the people. I’ve managed both domestic (Japan) and international quantitative/qualitative research projects. I enjoy ethnographic centered research because the study of cultures is intriguing. Over the years I have had the opportunity to visit and manage ethnographic projects in over ten countries. Now that I am in the states I am trying to absorb as much of the culture as I can.

Since my move to the U.S., I have embraced the many emotions one can expect to have after such a transition. It is as if I serve as a litmus test for culture and consumer shock. Let me detail one by revisiting my recent TV buying experience.

Recently I purchased two TV’s. Each TV is made by different Asian manufacturers. Each company is considered progressive and known for their electronics. I opened each box, removed the TV and proceeded connecting the cable boxes.

Both TV’s are very nice and provided detailed installation instructions. The installation was simple and did not take much time. Only one thing though, the “source” for cable was different for each TV.

TV “A’” start up menu began searching for an analog signal. The developers did not design for the U.S. market or even the global market. They chose to export their domestic model with the domestic set up to the rest of the world. This was very confusing! I felt as if the company did not care about my situation which is now a U.S. consumer.

The second unit “B” provided instructions for multiple connections. I felt that the engineers who developed this TV had a strong understanding of their “global consumer”. By thinking globally “B” thought outside of the ethnocentric box “A” is trapped in.

From the point of view of “A”, their inability to take care of “me” could stem from; corporate culture, engineering budget, production deadline etc.

But this attitude of “the manufacture doesn’t understand my situation” is a problem. It seems like a non-event, but my emotions could not be ignored. As a market researcher who understands the importance of consumer attitudes, company “A” showed a lack of commitment to understanding their global market.

Understanding the uniqueness of each culture one must be able to detect the subtle differences. The only way this is possible is by firsthand experience. You must visit and observe the people, customs and attitudes.

This is why Mark Straziuso, my colleague, and I visited several Asian countries and observed not only the general public but the healthcare system/environment. Both Mark and I came back with fresh new attitudes and an appreciation for these emerging markets. This is why I prepared a small report of our trip for you. Our hope is that you take the time to view these and perhaps you will come away with a new appreciation as well.

Due to limited space I could not show you everything but I am happy to provide additional information upon request.

Thank you for reading my blog and for your continued interest in InterfaceASIA. We value your relationship and look forward to a profitable 2012!

Thank you,

Etsuko Morihara

Morihara@interfaceasia.com or projectteam@interfaceasia.com

+1 310-212-7555 ext101

InterfaceASIA Offical Blog

A New Beginning