Qualitative Research in the 21st Century
Manga makes a difference
Understanding what underlies consumer trends
David McCaughan & Mai Ohno
Abstract
Manga is the fastest growing print medium in the world. In Japan it is perhaps the most widespread entertainment form in the country. And like all other popular media it is primarily a vehicle for learning. Using various ethnographic techniques we explore the meaning behind various manga titles, how they effect peoples behaviour and some lessions for marketers everywhere on understanding the relationship between media content and potential consumer behaviour
< BACKDavid McCaughan
McCann Erickson, Japan
Mai Ohno
McCann Erickson, Japan
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