Of course there is creative research in Japan!

Louise Bahns and Satoe Ogawa

It has become common belief among western market researchers that creative focus groups are difficult to conduct in Japan.

Of course there is creative research in Japan!

Louise Bahns (Pegram Walters International, UK) andSatoe Ogawa (Frank Small, Japan)

INTRODUCTION

Purpose of the paper

The purpose of this paper is to address the area of creative research in Japan. It is the opinion of many researchers that is difficult to conduct focus groups, let alone creative focus groups, in Japan, because of many cultural phenomena. This paper will address the cultural issues which are cited as reasons for not conducting focus groups in Japan and will show where these concerns are relevant and where they are...

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