Monozukuri for Sustainable Brands in the 21st Century

The word Monozukuri has only been in use for almost 15 years. In 1998, the Japanese Prime Minister’s Office set up a "Monozukuri Kondankai", in order to reverse the trend of deindustrialization and hollowing out that Japan was experiencing after the end of the Japanese financial bubble by affirming Japan’s strengths in manufacturing. In general, monozukuri  is the "art, science and craft of making things." While monozukuri is used to describe technology and processes integrating sustainable development, production and procurement, it also includes intangible qualities such as unique craftsmanship and dedication to continuous...

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Neuromarketing research for the win - pt2

The main question is: Should Neuromarketing research be closer to quantitative or qualitative approach? Qualitative research is an in-depth exploration of what triggers people on a particular subject: their feelings, perceptions, decision-making processes, and so on. The most common forms of qualitative research are focus groups and depth interviews. Qualitative research will provide a much deeper understanding of how the target market thinks, but it does not provide data that can be projected and derived, so results cannot be generalized.  On the other hand,  quantitative research  can be generalized, as it employs...

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Neuromarketing research for the win - pt1

Marketing research methods continuously develop and over the last decade technology offered solutions to improve this area. Traditional marketing research methods fail at some point in certain cases, and since emotions are mediators of how consumers process marketing messages, understanding of cognitive responses to advertisements have always been a challenge in methodology. Neuromarketing is the branch of neuroscience research that aims to better understand the consumer through his unconscious processes and has application in marketing, explaining consumer's preferences, motivations and expectations, predicting his behavior and evaluating successes...

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