Social Conformity in Japan - Part 2: Mitigating Response Bias

In Part 1 of this blog series, we explored social conformity in Japan, its cultural roots, and how it impacts UX research. We briefly discussed how conformity pressures in research can lead to skewed data, as participants may filter their feedback to align with group norms. In this second installment, we’ll dive into a practical example of how social conformity presents itself in UX research and highlight strategies used by our Japanese UX researchers to mitigate response bias and gather more reliable insights.

Group interviews in a real-world scenario

Imagine a focus group exploring Generation Z’s social media habits. Four young adults are gathered in a room as the moderator introduces themselves and explains the purpose of the research. To ease the tension of going first, the moderator shares their own social media habits before selecting a participant to go next. Why take this approach? The moderator’s goal is to facilitate conversation, keep it moving when it slows, and ensure that all participants share their insights.

Despite these efforts, Japanese participants often follow the lead of others, especially when discussing personal topics like social media. In Japan, social media can feel more private compared to countries like the US, where sharing online is more normalized. As a result, the remaining participants tend to mirror the moderator’s format when describing their social media use. While this may not seem problematic at first—and often isn’t—it subtly sets the tone for the rest of the discussion.

Later in the session, when the moderator asks about specific behaviors or hypothetical situations, participants don’t always offer new insights. Instead, they tend to agree with what has already been said. This might seem like a reserved group, but in reality, this dynamic is common in Japanese focus groups. Initial responses can appear positive but lack detail. While this might seem encouraging, it likely reflects group influence rather than genuine, unfiltered opinions.

Why is this happening?

As discussed, the value of group harmony is deeply ingrained in Japanese culture. The pressure to align with others’ views can be especially strong in group settings, leading to behaviors that can subtly, yet significantly, skew feedback:

• The First Speaker’s Influence: The first person to speak often sets the tone for the discussion, which others feel compelled to follow. This tone is usually positive. Even if the first speaker is hesitant or unsure, others may adopt a similar stance rather than introduce a contrasting opinion.
• Reluctance to Disagree: Participants may avoid voicing dissenting opinions to maintain group harmony, even if they feel differently. They might express their true feelings in more subtle ways. For example, we often hear phrases like, I might be the same or I think I have times like that too. These expressions, though hard to fully capture in translation, subtly suggest dissatisfaction.
• Politeness Obligations: Participants often prioritize politeness and respect for the facilitator, which can lead to overly positive feedback, regardless of their true feelings. This behavior may stem from a desire to avoid conflict, appear agreeable, or fulfill their obligation as paid participants.

These behaviors influence each other. For instance, when a participant is reluctant to disagree but is probed further, they may still feel obligated to respond politely, saying things like, I probably wouldn’t do something like that, but others might, or I personally wouldn’t do that, but those with less technological literacy probably would.

How Japanese UX researchers mitigate response bias

Given the strong influence of social conformity in Japanese research settings, UX researchers use various techniques to reduce response bias and encourage more honest feedback. Below are some of the key strategies our researchers employ:

Use relatable researchers for sensitive topics

Participants are more likely to provide honest feedback when they feel the researcher or moderator understands their experiences. Researchers who share demographic similarities with participants, such as age or gender, create a more open atmosphere, reducing initial hesitation to share opinions.
Example: In our focus group, we chose a Gen Z moderator, even though they weren’t the primary researcher, because we determined that participants would be more likely to open up about a private topic like social media with someone closer to their age.

Indirect questioning

To encourage more honest and critical feedback, our researchers frame questions in a way that feels less confrontational. This indirect approach helps participants express their concerns without feeling like they’re being overly negative.
Example: If a participant expresses disinterest in or dislike for a certain app, rather than directly asking, What do you dislike about this app? the moderator might ask, Is there anything you think could be improved? This softer phrasing allows participants to offer constructive criticism without feeling compelled to provide harsh feedback and for the researcher to easier pinpoint what is in need of improvement.

Encourage neutrality

To minimize the influence of dominant voices, moderators actively encourage a diversity of opinions throughout the session. Techniques like rotating the order of speakers and reinforcing that differing opinions are welcome ensure a more balanced discussion.
Example: The moderator may reiterate phrases like, This isn’t a test to evaluate your knowledge or skills. I would like to learn about your experiences with [topic of discussion] no matter how small or You don’t need to have the same kind of experiences as them. Please share what it’s like for you.

Leverage cultural trust

Researchers work to foster an environment where participants feel at ease sharing their honest opinions by building trust through cultural understanding, collaboration, and genuine appreciation.
Example: Our researchers often begin and end sessions with formal expressions of gratitude. They also actively listen and encourage participants to elaborate on their thoughts, reinforcing that their contributions are valued.

Outcomes

By applying these techniques, our UX researchers help mitigate social conformity’s influence and gather more authentic feedback. This enables companies to develop products and services that better align with user needs. While social conformity is a common factor in Japanese research settings, individual participants may vary in how they express their opinions. These strategies cannot eliminate conformity entirely, but they can help minimize its impact.

Key takeaways

• Social conformity is a significant cultural factor in Japan that can skew UX research data, often prompting participants to offer filtered, overly positive feedback.
• Our researchers utilize various strategies, such as selecting the right researchers for sensitive topics, employing indirect questioning, encouraging group neutrality, and fostering cultural trust to mitigate response bias.
• Companies looking to conduct UX research in Japan should collaborate with culturally informed researchers to ensure that participant feedback is both genuine and actionable.

In this two-part blog series, we’ve explored how social conformity influences participant behavior in Japan and the strategies our researchers use to address these challenges. By integrating cultural awareness into their research practices, UX teams can obtain more accurate insights, leading to better, user-centered experiences.

Check out Part 1 here if you haven’t read it yet!