1st quarter 2007
In this issue:
1. Getting a straight answer in research:
Be careful in Japan!
2. Effective advertising:
Measuring the emotional connection
3. A return to the bubble era? ...not quite!

Getting a straight answer in research: Be careful in Japan!

When conducting face-to-face research in Japan, be it focus groups, in-depth interviews or quantitative surveys, there is a uniquely Japanese social phenomenon that you'd best be aware of. The key words are "honne" and "tatemae" and these could be the difference between generating a set of robust insights and something that sends you off on completely the wrong path! click here to read more
 

TVCMs: Measuring emotional connections

The importance of building emotional connections into advertising is well understood by marketers. But how to measure whether this is really happening when conducting copy tests?

Methods that have long been used by psychologists to track emotional arousal can now be incorporated into copy testing to provide both evaluations of a commercial's power to motivate and diagnostics for creative development. To learn more: click here

A return to the bubble era? ...not quite!

As Japan has been enjoying one of the longest periods of continued growth seen since the war, a popular movie has been reminding people of the extremes of the 1980's bubble economy. But while it's fun for most Japanese to look back, things seem quite different this time round.
click here
 
Japan Market Newsletter is the free quarterly newsletter of JMI and is aimed at keeping you in touch with marketing and research related issues in the world's second largest economy.

Thank you for reading this issue. If you do not wish to receive further issues, please click here