As the third largest economy in the world Japan is considered a relatively closed market with high entry barriers for foreign suppliers. Interest in technically demanding products is traditionally higher here than in other countries. Therefore, Japan provides interesting prospects, especially for high-tech suppliers. European and North American companies should not overlook the fact that the country is still one of the world's most successful drivers of innovation in industrial production and high technology sectors. Desk research in B2B markets in Japan usually provides very good results. Telephone interviews with experts however require long periods of initiation. SuP's Asia Team has native speakers who have mastered the preparation required for telephone and personal expert interviews and have adapted the questioning technique to the cultural characteristics of Japanese personal interaction.