Problem
Sony's MiniDisc recorder/player was enormously successful in Japan but received a luke-warm welcome in the US market. When Sony attempted its third MiniDisc launch in the United States it thought it had the right formula because it had "found out what's in consumers' heads."
1) What type of research do you think Sony used to "get inside the heads" of its target market?
2) Do you think firms in certain cultures prefer to conduct certain types of market research? Explain.