'Beyond Kawaï' – combining complementary qualitative research methods in cross cultural research
Julia Schäferjs consultants, France
Adeline AttiaAllegoria Consultants, France
INTRODUCTION: THE LOW RISK/LOW INFO ISSUE
In the context of globalization, clients need to look increasingly further to understand (new) markets and their consumers. More than ever Asia, with its impressive growth, seems to embody tomorrow's market opportunities.
International qualitative research has always been an important tool to the understanding of these markets, which are not only growing but also in constant and rapid evolution.
Clients and institutes tend to look toward Asia with fascination and sometimes some...