A global method, a local approach: how the Japanese group can gain focus

Drago Djourov

Focus groups were first introduced to Japan in the late 1960s, and have been the most frequently-used tool in qualitative research ever since.

A global method, a local approach: how the Japanese group can gain focus

Drago DjourovFlamingo Tokyo, Japan

INTRODUCTION

The focus group as a methodology of marketing research was introduced to Japan in the late 1960s and has been the single most-often used tool in qualitative marketing research here. Convenient and cost efficient, it is still largely used nowadays. However, many a local and foreign company has felt frustration over the years with the lack of depth of consumer insight and stifled emotional expression during the group. Researchers and marketers from Japan and abroad have been disheartened by the perceived...

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