Lipstick on a pig

Date of publication: April 7, 2009

Company: Flamingo

Author: James Parsons


This paper will argue that Qualitative research and Japan don't mix. That what goes by the name of qualitative research in Japan is, in many cases, something very different; a beast that has - in evolving to fit Japanese cultural assumptions, business reflexes and participant behaviours - been stripped of its ability to reveal consumer insight and provide real value. The paper will explore the reasons for this dichotomy and propose a new way forward for Japanese research that takes the best of both worlds.

  • PDF
  • This could also be of interest