'Beyond Kawai' - combining complementary qualitative research methods in cross cultural research

Julia Schäfer and Adeline Attia

This paper illustrates a mixed methodology approach to overcome cultural barriers by combining different qualitative and semiotic research methods.

Global, multinational advertising
Qualitative theories & methods
Managing research projects

'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,...

Learn more Get a demo