AgeTech Venture
Exploring Loneliness and Connection Among Older Adults in Japan
Overview
As part of its market expansion, a start-up developing senior-focused technology partnered with us to explore the emotional and practical realities of ageing in Japan.
The focus was on understanding how older adults—especially those living alone—experience loneliness, how they stay connected with others, and what support they may need in their daily lives.
We visited seniors in both urban and rural settings, stepping into their homes to observe and discuss their routines, priorities, and challenges. From family relationships to social networks and daily logistics, we listened to their stories and explored how they define and experience loneliness. These conversations revealed deep cultural insights, including how Japanese seniors view independence, emotional wellbeing, and communication.
The team also observed how different living environments influence needs and expectations—offering a more complete picture of what support tools or companion technologies might be welcomed or resisted.
Results
The insights helped the client team identify meaningful cultural differences and refine their messaging, product content, and positioning for the Japanese market. With a deeper understanding of the emotional and social landscape, the team was better equipped to design tech solutions that resonate locally.
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“The team is professional, organized, very service oriented and helpful in bridging the culture gap for non-Japanese looking at the Japanese market. We look forward to our next project together!”
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