Although Sony's (www.sony.com) MiniDisc recorder and player was a huge hit in Japan, the initial response to MiniDisc in the United States was lukewarm. When Sony mounted its third official attempt to launch its MiniDisc in the United States, it thought it finally had the right formula. A Sony executive noted, "This time around, we've done our homework, and we've found out what's in consumers' heads." What type of research do you think Sony used to "get inside the heads" of its target market? Do you think different cultures prefer to conduct certain types of market research? Explain.