West meets East

Sue Pierssene, Yumiko Nishigawa and Debbie Howard

The paper describes key Japanese cultural aspects and the impact these may have when conducting focus group and one-to-one research methodologies.

West meets East

Considerations in conducting meaningful 'global template' research in the Japanese market

Debbie Howard Japan Market Resource NetworkYumiko Nishigawa Japan Market Resource Network andSue Pierssene Indigo International

Considering the continuing trend toward globalization of strategies and product offerings, it is increasingly challenging for research professionals to find new ways of ensuring that qualitative results across several markets are as 'standardized' as possible. At the same time, however, it is critical for global marketers to ensure that the idiosyncrasies of individual markets are factored in, so that results are not 'watered down' to...

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