See what you've been missing.
We are RIFF RAFF: a Tokyo-based research agency built on an obsession with the extra mile that most agencies refuse to walk.
Holistic market understanding requires going beyond the polished, the polite, and the privileged. Meaningful insight doesn't come from a single stratum of society.
That's why we don't stop at the visible, the comfortable, or the socially approved. We look across social positions, life stages, income levels, and value systems to square the circle of what people want, do, and say. The friction reveals the insight. Where most agencies rely on tired misunderstandings and easy tropes of what Japan truly is, our expertise lies in digesting the complex realities of Japan into legible, but dynamic, insights.
