I’m Madoka
My experience trying to understand culture began at a young age - moving from country to country every few years, I learnt to observe, pick up languages and social cues. I have spent my formative years in countries like Pakistan, Belgium, Austria, Russia, Singapore, Wales, Scotland and Switzerland - as well as Japan. I have a B.A. from ICU in Tokyo, where I studied International Relations and Communication Studies.
For the past 10+ years I have been freelancing as Japan Creative Insights. I’m particularly passionate about food and beverages but also have extensive experience in beauty, personal care and wellness along with technology. Outside of work, I enjoy cooking and posting on Instagram , crafts (knitting, crochet, cross stitch and bead work), yoga and pilates.
Experience
After working at a boutique market research firm in Tokyo, Madoka has been working as a market researcher on a freelance basis since 2013. Her expertise includes Food & Beverages, Beauty & Personal Care and Technology.
Some of her career highlights include writing trend reports for Euromonitor, Mintel and the Canadian Embassy in Japan, contributing to the launch of a Red Bull product through home use tests, running a functional beverage themed trend safari in Tokyo and conducting ethnography across the country meeting runners of all ages, and getting to watch a lot of anime for her Semiotic analysis contribution to a report on the future of Anime.
Podcast
Insights from Elsewhere
In this episode, host Cynthia Portugal speaks with Madoka Suganuma, an independent qualitative researcher from Japan, about the need for localization when conducting research in Japan. They explore FMCG insights, Japanese consumer behavior, and how AI and emotional support robots are reshaping the market. Madoka also shares why adaptability and curiosity are essential traits for future researchers — offering a thoughtful look into the evolving landscape of qualitative research in Japan.
Lance E. Lee Podcast
Madoka Suganuma, a Japanese qualitative researcher, shares her journey of resilience and self-discovery. Raised globally, she reflects on returning to Japan, navigating mental health and alopecia, and building a decade-long career — offering inspiring insights on adapting, healing, and persevering.
