Abstract:

This paper aims to demonstrate that by looking at the particularly Japanese factors influencing the focus group dynamic and circumstances, the Japanese focus group can become a more useful and even stimulating methodology.This paper will argue that the failure to conduct groups optimally is a result of the displaced focus of the group interview and this is influenced by two factors: 1. the quantitative mindset of marketing research in Japan that has tried to correct the bias perceived to be inherent to qualitative research, and 2. the direct import of the focus group from the United States without considering significant cultural differences at play locally.