Cosponsored by
Special cooperation
ABOUT開催概要
The JMRA Annual Conference provides an opportunity to stimulate the transmission and exchange of information amongst marketing research affiliates and promotes the industry’s improvement in presence. This year will mark the 13th annual meeting.
This year’s theme is “CREATE A NEW FRAME ? Generating the Next Excitement ‘Waku-Waku.’”
We have expanded our boundaries beyond the conventional interaction between researchers and research users and have invited students and young researchers as part of our target audience from 2018. We will take a challenge in providing attractive “Waku-Waku” towards younger participants who are the ones that will lead the next generation. Please come and join us in experiencing the latest marketing related contents.
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Event Date
May 28th, 2019
Detailed Schedule
Reception Starts From 9:00 -
Venue
Bellesalle Shibuya First
Access to Venue
SPEAKERS講演者
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Keynote Speech
How do you Market “Marketing Research”!?
Shintaro Tabata
ZOZO, Inc.,
Executive Officer
Communication Design OfficeView profile
Shintaro TabataZOZO, Inc.,
Executive Officer
Communication Design OfficeBorn in 1975, Ishikawa prefecture. Keio University Economics Department graduate. After working at NTT Data, Tabata launched “R25,” a free magazine from Recruit. In 2005, he joined livedoor and supervised livedoor news. Tabata then promoted the monetization of websites and digital magazines of VOGUE, GQ JAPAN, WIRED and other magazines at Conde Nast Digital. He was then acceded to executive officer of NHN Japan (Current LINE). Tabata served as senior executive officer in charge of corporate businesses until reaching his current position in March 2018.
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Student/ Young Researcher Session
The Attraction of “Waku-Waku” Generating Marketing Research - Let’s Ask Senior Researchers’ Their Honest Opinions -
Hiroshi Sasaki
Rikkyo University
Career Center Director & Business Administration ProfessorView profile
Hiroshi SasakiRikkyo University
Career Center Director & Business Administration ProfessorPh.D. from Osaka University Graduate School of Economics. Economics professor.After working in marketing research at a financial think-tank, Sasaki started his career as a university professor.
Sasaki has been involved in various industry-academia collaboration projects with multiple cooperations for over 10 years. He currently is focusing on the training and diffusion of liberal art data scientists. Sasaki also is the career center director at Rikkyo University and is developing and administrating a new career support framework that better applies to the “career journey” concept of current marketing.
Special Presentation
A Young Researcher’s Perspective from the Field
Cutting into New Research Possibilities with Census-based Big Data
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Tomoki Sekiguchi
NTT DOCOMO, Inc.
Digital Marketing Promotion DepartmentView profile
Tomoki SekiguchiNTT DOCOMO, Inc.
Digital Marketing Promotion DepartmentHolds a Master’s degree from the University of Tokyo. Sekiguchi majored in times series analysis and received a CS honorable award from the International Processing Society of Japan. He joined NTT DOCOMO in 2012. After 5 years of working in internal and corporate system development, Sekiguchi started his career in data analysis in 2017. He currently is involved in the value improvement data analysis of the dPOINT CLUB and promotion of new methods of utilizing data that still do not exist.
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Satoshi Nakano
INTAGE Inc.
Communications Department
ManagerView profile
Satoshi NakanoINTAGE Inc.
Communications Department
ManagerAfter completing his major in mathematical statistics in graduate school, Nakano joined INTAGE. He was involved in the design and quality management of the single source panel (i-SSP), data analysis, and research development with a focus in media. Nakano is currently working on value development projects and the development of data fusion technology of Media Gauge, a Census-based Big Data product along with the promotion of academic research. INTAGE Group R&D Center affiliate, Keio University Industrial Research Center collaborative researcher, and University of Tsukuba Graduate School of Systems and Information Engineering doctoral program student. His most recent accomplishments include publishing theses in Journal of Retailing & Consumer Services, operational research, behaviorametrics and etc. Every night, Nakano works on his researches while also working throughout the day.
Contents in Cooperation with ESOMAR
Global Advanced Cases Lecture Lecture to be held in English.
We will host contents in collaboration with ESOMAR, an international organization whose goal is to promote, develop and improve global market. ESOMAR is an international organization based in Amsterdam, Holland whose goal is to promote, develop and improve market research around the world. ESOMAR is in partnership with JMRA, working together to build understanding and cooperation between one another.
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Roland Leung
Datality Lab Limited, Hong Kong
View profile
Roland LeungDatality Lab Limited, Hong Kong
Roland started his career in marketing & market research in 1995 and had assumed regional leadership roles in international research organizations prior to founding Datality Lab.
Deeply inspired by marketing gurus Ries & Trout, Roland has always practiced marketing as the discipline of ‘breaking rules’. Having worked in the data industry throughout his career, he has seen data being sold and bought without their power being fully-harnessed, hence his determination to breaking the rules in his own industry.
Roland is a high-energy and passionate business consultant who loves to apply new methods in his work. Throughout his journeys of insight discovery, he often finds thought-provoking opportunities to help his clients excel in matured industries. Having consulted in all key Asian markets for a broad spectrum of industries, Roland’s perspectives are both industry-specific and culturally-sensitive. -
Rupam Borthakur
KANTAR, Hong Kong
View profile
Rupam BorthakurKANTAR, Hong Kong
A passionate consumer insight professional, Rupam loves hearing the voice of consumers and turning it into insights for brand owners. His passion is to provoke questions among his clients and help them get to the right answers. Consumer understanding and translating insights to address client issues is at the heart of his day to day conversations with business owners and colleagues.
Rupam has had wide experience in consulting client businesses and has advised clients in Asia Pacific, Africa, Middle East. He has worked across various operating brands within the WPP network having lived and worked in South Asia, South East Asia and North Asia.
Rupam is actively involved with the marketing and advertising community in HK. Previously he has judged the HK EFFIEs, conducted workshops for HK 4As and presented at conferences like Social Matters, marketing magazines’ Content 360 and Facebook’s Digital events. He is an exco. member of the market research society in Hong Kong.
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Mini-seminar
Tomoaki Murakami
Macromill Inc.
Tomoaki MurakamiMacromill Inc.
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Mini-seminar
Noriko Kishida
Cross Marketing Inc.
Noriko KishidaCross Marketing Inc.
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Mini-seminar
Hiroyuki Ichinose
Chairman of
ISO/TC 225 Mirror CommitteeHiroyuki IchinoseChairman of
ISO/TC 225 Mirror Committee -
Mini-seminar
Shinichi Hosokawa
JMRA Board Member
Shinichi HosokawaJMRA Board Member
LECTURE
SCHEDULEスケジュール
- HALLB
- HALLA-2
12:30
Student/ Young Researcher Session
The Attraction of “Waku-Waku” Generating Marketing Research～Let’s Ask Senior Researchers’ Their Honest Opinions～
Speaker : Hiroshi Sasaki
VIEW DETAIL
Student/ Young Researcher Session
12:30
The Attraction of “Waku-Waku” Generating Marketing Research～Let’s Ask Senior Researchers’ Their Honest Opinions～
Sasaki’s laboratory has realized various industry-academia collaborations such as developing new desserts with department stores, producing Japanese summer festivals, and ideathons with high-tech corporations by making use of ideas and creativity that are unique to those involved in liberal arts. The most important aspect for Sasaki during these projects is the construction of value based on “marketing research.” He believes that marketing research is the foundation upon which the future is made upon and it must be something that causes excitement. Sasaki states that when the KFS is drawn from research, you can see the path to success. During this session, participants not only can learn the basis of marketing research but also experience the attraction of marketing research through the real voices of senior researchers.
- 10:00-10:20
- Let’s Learn the Essences of Marketing Research!
～Marketing Researchers: Reading Trends and Creating the Future～Speaker: Professor Hiroshi Sasaki
- 10:20-11:20
- Panel Discussion with Young Professionals Working at Research CompaniesFacilitator: Professor Hiroshi Sasaki
- 11:20-11:30
- Break
- 11:30-12:30
- Let’s Ask the Panelists!
～Direct Communication Between Panelists & Participants～
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Hiroshi Sasaki
Rikkyo University
Career Center Director & Business Administration Professor
14:00
Keynote Speech
How do you Market “Marketing Research”!?
Speaker : Shintaro Tabata
VIEW DETAIL
Keynote Speech
14:00
How do you Market “Marketing Research”!?
Let’s look at marketing research as a business.First of all, what is the client seeking when they commission research to a marketing research company?Does the management of marketing research companies have a grasp of the true customer insight of the business commissioner?Keeping in mind the changes within the competitive environment surrounding the marketing research industry, let’s think about "the necessity of marketing towards the marketing research businesses."
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Shintaro Tabata
ZOZO, Inc.,
Executive Officer
Communication Design Office
15:30
Contents in Cooperation with ESOMAR
Global Advanced Cases Lecture Lecture to be held in English.
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"Redefining active listening"Integrating consumers’ verbal & non-verbal cues with machine learning.
Speaker : Roland Leung
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"The Unspeakable Truths about Love, Time and Death"Can neuro science and artificial intelligence make emotional engagement better in advertising?
Speaker : Rupam Borthakur
VIEW DETAIL
Contents in Cooperation with ESOMAR
15:30
Global Advanced Cases Lecture Lecture to be held in English.
We will host contents in collaboration with ESOMAR, an international organization whose goal is to promote, develop and improve global market. ESOMAR is an international organization based in Amsterdam, Holland whose goal is to promote, develop and improve market research around the world. ESOMAR is in partnership with JMRA, working together to build understanding and cooperation between one another.
We know that 70% of our communication is non-verbal, while verbal communication adds another 7%. Yet, interpreting non-verbal communication by humans is a time-consuming and highly subjective process. For this presentation, we show how machine learning is making qualitative concept testing more efficient, more scalable, and more objective. We demonstrate how the latest cloud computing and machine learning technologies of emotion analytics and text mining were applied in the process of qualitative in-depth interviewing. The combination of the two methods help observe nuanced consumer responses that never before were capable of being observed and compared by humans.
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Roland Leung
Datality Lab Limited, Hong Kong
Ads which trigger ANY emotion work better than those that don’t. Ads which trigger the RIGHT emotion work even better. A problem, however, has always been detecting unspoken feelings; the real kinds of emotion that an ad generates. The aim of this study is to enable VF to know which emotions do their brands elicit, decide if these emotions are aligned with the brands, and to determine if emotional targeting was used earlier in the creative process ? how much better would Ad performance be?
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Rupam Borthakur
KANTAR, Hong Kong
17:00
Special Presentation
A Young Researcher’s Perspective from the Field
Cutting into New Research Possibilities with Census-based Big Data
Speaker : Tomoki Sekiguchi × Satoshi Nakano
VIEW DETAIL
Special Presentation
17:00
A Young Researcher’s Perspective from the Field
Cutting into New Research Possibilities with Census-based Big Data
In accordance with the popularization of Census-based Big Data collected through the process of “passive data gathering,” marketing research is starting to change. Much of the future that was described in the JMRA Industry Vision drawn up in 2017 is starting to be realized as of 2019. Given such circumstances, this session will introduce how to utilize Census-based Big Data as “research data” including real examples being tackled by researchers working in the forefront at INTAGE and DOCOMO. Specifically, we will examine topics such as understanding the bias Big Data holds, data integration necessary in linking marketing actions, generation techniques for creating new data from a combination of multiple data, and the utilization of AI and machine learning techniques.
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Tomoki Sekiguchi
NTT DOCOMO, Inc.
Digital Marketing Promotion Department -
Satoshi Nakano
INTAGE Inc.
Communications Department
Manager
- HALLB
- HALLA-2
- HALLB
- HALLA-2
12:45
Mini-seminar
Market Research Knowledge and Know-How Sharing By Establishing JMRA Website
Speaker : Shinichi Hosokawa
VIEW DETAIL
Mini-seminar
12:45
Market Research Knowledge and Know-How Sharing By Establishing JMRA Website
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Shinichi Hosokawa
JMRA Board Member
15:00
Mini-seminar
Post-Heisei (Reiwa) Internet Research
Changes in Digital Life and the Future of Research based on Generational Differences
Speaker : Tomoaki Murakami × Noriko Kishida
VIEW DETAIL
Mini-seminar
15:00
Post-Heisei (Reiwa) Internet Research
Changes in Digital Life and the Future of Research based on Generational Differences
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Tomoaki Murakami
Macromill Inc.
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Noriko Kishida
Cross Marketing Inc.
15:55
Mini-seminar
ISO 20252 will become JIS standard!
- Expanding public and access panel market are expected -
Speaker : Hiroyuki Ichinose
VIEW DETAIL
Mini-seminar
15:55
ISO 20252 will become JIS standard!
- Expanding public and access panel market are expected -
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Hiroyuki Ichinose
Chairman of
ISO/TC 225 Mirror Committee
19:00
Networking Party
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19:00
Networking Party
- HALLB
- HALLA-2
ACCESSアクセス
Bellesalle Shibuya First
Sumitomo Fudosan Shibuya First Tower 2F, 1-2-20 Higashi, Shibuyaku
Shibuya Station
8 min walk from the East Exit (JR lines, Ginza line, Toyoko line, Inogashira line)
8 min walk from Exit 15 (Hanzomon line, Fukutoshin line)
7 min walk from the New South Exit (JR lines)
Omotesando Station
10 min walk from Exit B1 (Ginza line, Hanzomon line, Chiyoda line)
There is a neighboring venue called the Bellesalle Shibuya ‘Garden’. Please make sure to not confuse it with our venue, Bellesalle Shibuya ‘First’.
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