Abstract:

This paper illustrates a mixed methodology approach to overcome cultural barriers by combining different qualitative and semiotic research methods. Our challenge as qualitative researchers is to overcome 'first level information', especially in the context of explorative research, as well as to deal with local differences in moderation and analysis. The authors propose a cross tool methodology applied in an international context to show that finally 'everything is possible', even in countries with different cultures and research backgrounds. The paper provides insights into different cultural behavioral patterns and shows how they are relevant.