Behavioural economics, Japanese culture and brands
Western marketing traditions rely on speaking to the emotional, intuitive part of the consumer psyche, but marketers addressing Japan must also consider the more logical, 'slow-thinking' part.
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Changing consumption in Japan: Another postcard from the future
The country is once again providing a glimpse of things to come. But through consumer trends rather than silver-screen inspirations.
Insights: Forget everything you know
The truth is that consumer insights don't have to be deep truths, nor come from consumers. Here are some tips for generating disruptive insights, with powerful examples from Japan.