About Us
Our Skills, your team
Embark on a journey through the Japanese market with McLaren Group, your compass to success.
With a core team boasting over 40 years of combined experience and an extended network of advisors and industry experts, we bridge global aspirations with local triumphs. Our deep-rooted understanding of Japanese traditions, consumer behaviors, and business practices has empowered iconic brands like Coca-cola, Adidas, and Starbucks to resonate with authenticity in this unique market. Our comprehensive services range from strategic consultation to hands-on execution, ensuring that your brand articulates both the language and the nuances of the culture. We are more than your consultants; we are your cultural confidants, advocates of Trust, Transparency, and Triumph. Together, we navigate the path to shared victory, bolstered by our expansive network of seasoned experts who enrich our core team’s insights and strategies.
Core Team
Meet our Core Team, a collective of seasoned marketing and research maestros whose expertise is matched only by their passion for cultural connectivity.
This dynamic group harnesses a diverse array of skills to translate your global brand vision into a narrative that thrives within the Japanese market.
Robert Purss
Managing Director / Lead Consultant
With dual degrees in Marketing and Psychology from The University of Queensland, Australia, Robert Purss has over 15 Japan-focused FMCG/CPG Strategic Marketing and Research experience. He has held roles at firms like Nielsen, Reckitt, and Perfetti van Melle, where he adeptly merged Australian initiatives with Japanese precision. At McLaren Group, Purss utilizes his profound knowledge to tailor market growth strategies for the unique Japanese landscape, creating a seamless cultural bridge for global brands such as Coca-cola, P&G, J&J, Lotte, Adidas, and Starbucks.
Specialties;
- Strategy
- Marketing
- Consumer Research
- B2C / FMCG
Noriko Kashiwazaki
Senior Consultant
Noriko Kashiwazaki, a graduate of Toyo University, enriches the McLaren Group with over two decades of Marketing and Sales experience, particularly in the FMCG sector. She excels in harmonizing global marketing standards with the intricate subtleties of the Japanese market, ensuring that clients not only enter but thrive within this unique business landscape. Kashiwazaki’s specialties extend to International Sales and Business Development, where her strategic approach aligns with robust B2B relationships, driving growth and expansion on an international scale.
Specialties;
- Marketing
- International Sales
- Business Development
- B2B
Akimitsu Kuwabara
Principle Consultant
Akimitsu Kuwabara is a seasoned market research and consulting professional with over a decade of experience. A Cornell University graduate, he has worked extensively in healthcare and consumer lifestyle sectors, advising multinational pharmaceutical and med-tech companies expanding into Japan. Fluent in both English and Japanese, Aki leverages his deep understanding of healthcare trends, digital innovation, and emerging technologies like robotics and sustainable energy to help clients seize new business opportunities. His authored market research reports include in-depth analyses on topics such as sleep management, smart homes, and ethical lifestyle trends.
Specialties;
- Qualitative Research
- Desk Research
- UX Research
- B2C/B2B
Madoka Suganuma
Principal Consultant
Madoka Suganuma, based in Tokyo, is a qualitative market researcher and cultural insights specialist with a focus on Japan. Suganuma has contributed to a variety of projects, analyzing both current and future consumer product and service trends. Being bilingual in Japanese and English, she offers deep insights into the Japanese consumer psyche, aiding clients with the context needed to fully comprehend these findings.
Suganuma’s contributions to lifestyle reports for Euromonitor and Mintel have spotlighted emerging trends, interpreting data and crafting narratives to elucidate these patterns. Her specialization in Semiotics further enables brands to decipher the messages broadcasted through their logos, packaging, and design, identifying potential opportunities within the current and evolving cultural landscape.
Specialties;
- Qualitative Research
- Culture Analysis
- Semiotics
- B2C
William Lim
Principal Consultant
William Lim is an experienced user-centered designer and UX consultant with a track record spanning over 12 years. In his capacity as an educator, Lim has developed and provided online courses on a global scale. His industry experience is highlighted by his work on UX/UI design for high-user base platforms and spearheading UX research for AI projects at Microsoft. Lim’s proactive involvement in product management and user experience engineering, coupled with his proficiency in agile methodologies and prototyping, render him an expert at boosting user engagement and satisfaction.
Specialties;
- UX/UI Design
- UX Research
- Start-ups
- Gaming
Core Advisors
The McLaren Group’s advisory board is not just a brain trust of seasoned professionals—they are also gatekeepers to vast networks in their respective fields.
Their deep-rooted connections enhance our ability to tailor strategies that are both informed and expansive.
Jonathan Mueller
Creative
Nick Ashley
Strategy & Sustainability
