The market research journey often begins with In Depth Interviews (IDIs) before advancing to focus groups, employing a strategy that leverages the unique strengths of each method to achieve a holistic understanding of the subject at hand. This approach

Japan’s cultural and media landscape is notoriously complex, but few threads are as colourful and enduring as the influence of celebrities on consumer behaviour and marketing strategies. Among the many to choose from, Tetsuko Kuroyanagi stands out not only

In the vibrant and ever-evolving world of gaming, Japan presents a unique landscape where tradition and technology converge, crafting experiences that resonate deeply with a diverse audience of gamers. In this article, we explore the heart of this phenomenon,

Japan's gaming landscape contains a fascinating blend of tradition and innovation, deeply intertwined with the evolving identities of its gamers. This world is full of creators who generate an array of outputs from classic genres to innovative experiences, catering

In a sense, generative AI in market research is not doing anything that researchers weren’t doing already. They have always generated, collected, analyzed, and utilized data. What AI has done is empower them to do all that at deeper,