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

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

'Beyond Kawaï' – combining complementary qualitative research methods in cross cultural research

Julia Schäferjs consultants, France

Adeline AttiaAllegoria Consultants, France


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...

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