Abstract:

The paper describes key Japanese cultural aspects and the impact these may have when conducting focus group and one-to-one research methodologies. Many Western marketers (and Japanese, too) maintain a strong stereotype that you can't do that in Japan! as regards more progressive qualitative techniques. This attitude is particularly problematic when executing global template research. In fact, many Western qualitative techniques can be utilized effectively in Japan; perhaps more importantly, the environment is ripe for increased usage of such techniques in the future.