In an increasingly complex global economy, understanding national sentiment is a prerequisite for successful cross-border strategy. To uncover the nuances of one of the Asia-Pacific region’s most enduring partnerships, QuestionPro and GMO-Z.com Research conducted a comprehensive joint study across Japan and Australia.
By analyzing responses from over 2,300 participants, this research identifies a significant “perception gap” that offers both a challenge and an immense opportunity for organizations. This case study explores the technology behind the data and the strategic frameworks designed to bridge these national divergences.
Executive Summary
This study concludes that while Australia already understands the economic and structural benefits of the partnership, Japan exhibits low awareness, suggesting a significant information gap with high growth potential.
- Trusted Partners: Both nations view each other as stable partners with shared values and high acceptance of economic cooperation.
- Clean Energy Leadership: There are strong expectations in both countries for collaboration in clean energy.
- The “Uncertainty” Opportunity: Japanese respondents show high levels of “Don’t Know” responses rather than active rejection, representing a “blank slate” for new communication narratives.
Research Overview
The study combined QuestionPro’s advanced platform with GMO-Z.com Research’s global panels to extract bilateral data.
- Target Audience: Adults aged 18+ in Japan and Australia.
- Sample Size: Japan (n=1,196); Australia (n=1,118).
- Methodology: Online survey using population-weighted adjustments.
- Survey Period: October 7–22, 2025.
Key Findings: The “Temperature Gap”
The data reveals a contrast in engagement levels, highlighting a notable information imbalance.
Interest and Awareness
Australia shows more than double the total interest in bilateral relations compared to Japan.
| Indicator | Australia | Japan |
| Total Interest in Relations | 57% | 28% |
| “Very Interested” (Active Engagement) | 20% | 6% |
| Understanding of Trade Ties | 65% | 37% |
| JAEPA Name Recognition | 29% | 8% |
Bilateral Perception & National Image
There is a clear divergence in how each country identifies the other’s strengths.
- Japan’s View of Australia: Dominantly perceived as a “Food & Resource Partner”. 55% associate Australia with Agri-Food and 36% with Resources. 38% remain “Not Sure” about other sectors.
- Australia’s View of Japan: Overwhelmingly recognized as a “Manufacturing Powerhouse”. 65% associate Japan with Manufactured goods and 34% with Services.
Attitudes Toward Investment
- Positive Sentiment: 70% of Australians view bilateral investment positively, compared to 43% in Japan.
- Information Gap: 47% of Japanese respondents are “Unsure” about investment impacts on local economies.
- Zero Hostility: Negative sentiment toward investment was 0% in both countries
Conclusion
The study finds that Australia is well aware of the economic and structural advantages of the partnership, whereas Japan shows limited understanding, highlighting a notable information gap and untapped growth opportunities.
Successful global expansion requires the right audience and perspective. By turning raw data into actionable insights—such as the high number of “don’t know” responses among Japanese consumers—sectors can boost engagement through simple, relatable explanations of everyday benefits.
About QuestionPro and GMO-Z.com Research
QuestionPro
QuestionPro is a global survey platform that supports everyone from beginners to advanced researchers, offering end-to-end capabilities for survey creation, distribution, and analysis. The platform features over 50 question types and advanced branching logic to ensure precise data collection. With robust multilingual support and real-time analytics, QuestionPro enables organizations to conduct seamless international research and transform data into actionable insights.
GMO-Z.com Research Online Panel
GMO-Z.com Research has operated an extensive online research panel in the Asia-Pacific region for over 20 years, reaching more than 65 million panelists across 14 markets. The company specializes in Japan, China, and South Korea, offering access to both general consumer audiences and specialized segments, including healthcare, B2B, automotive, and gaming. This enables robust quantitative and qualitative data collection tailored to diverse research needs.
Ready to conduct your own cross-border market research? Learn more about QuestionPro’s survey platform and discover how advanced analytics can uncover the insights you need for successful international expansion.
