Lipstick on a pig

Date of publication: April 7, 2009

Company: Flamingo

Author: James Parsons

Abstract:

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.

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