With the objective to further promote marketing research and create a place for active information transfer and exchange, the JMRA Conference will be held annually from 2006 onwards.
The first JMRA Annual Conference, titled "Building a Stronger Presence for the Industry - A New Path for Market Research", was held on November 30, 2006 (Thursday) at the Century Hyatt Tokyo. |
| <First Section> |
| With a room filled to its capacity, the first section of the Conference commenced with an opening address by Mr. Takashi Makita, Chief Service Executive of JMRA, followed by the Basic Lecture, three presentations by JMRA Research and Investigation Committees, five by member companies from public application, one by member of the KOSOMAR (Korean Society of Opinion & Marketing Research), messages from overseas market research associations, and ended with a closing speech by Mr. Norio Taori, Chairman of JMRA. |
1. Basic Lecture |
The basic lecture, titled "Suica Card - the core of JR East's IT business development", was given by Mr. Shigeru Tanabe, General Manager of IT Business Department, East Japan Railway Company. He spoke about the introduction of Suica card and its latest achievements, strategies of affiliation with, for example, financial institutions and consumer electronics retailers, and the vision with Mobile Suica. Mr. Tanabe explained how Suica is visioned to be at the core of his company's business structural reforms, and will enable his company to transform itself from being a "customer service" to "personal service" provider. |
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Mr. Shigeru Tanabe
IT Business Department
IT Business Development Headquarters
EAST JAPAN RAILWAY COMPANY |
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| 2. Presentations by JMRA Research and Investigation Committees |
| The JMRA Research and Investigation Committees presented the interim results on the following research studies: |
| "Availability of random sampling through house map" |
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Mr. Tokuhisa Suzuki
JMRA Research and Investigation Committee (Nikkei Research Inc.) |
| "Respondent's attitude to participating research - Random sampling versus access panel" |
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Mr. Ichiro Yoshitomi
JMRA Research and Investigation Committee (Video Research Ltd.) |
| "Improving online research quality - Panel, data and technology" |
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Mr. Yasunori Fukuha
JMRA Research and Investigation Committee (Macromill, Inc.) |
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| 3. Presentations selected from public applications |
The following presentations were selected from numerous high-level applications. All of these studies were thoroughly researched and the results were well-presented. The floor responded to the presenters' enthusiasm by participating in a very active question-and-answer session. |
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| I. |
"Managing data precision and response rate for monitor researches" |
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Mr. Hiromasa Tanaka, Dentsu Research Inc.
Mr. Tanaka spoke about his 12 years' of experiences in the operation and management of "Database research system with large scale panel" and measures taken by his company in improving response rate and data precision. |
| II. |
"Applying Propensity - Score adjustment to online marketing research data" |
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Mr. Eiichi Morimoto, Video Research Ltd.
Using data from his company's ACR (Audience and Consumer Report) survey, Mr. Morimoto gave a conceptual explanation and actual examples of applying propensity to online marketing research data. |
| III. |
"Odor prevents brand switch - Open-ends basis study on foundation products" |
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Mr. Hideyuki Inoue, GAIN Inc.
Mr. Inoue explained the characteristics of Taxt Meaning Space Analysis, which was developed with the purpose to analyze large amounts of open answers quickly. Mr. Inoue also presented the results of a study on foundation products where the method was used to analyze open answers that composed the main part of the study. |
| IV. |
"New value creation - Developing experience-value frame for better research application" |
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Mr. Fumito Sato, Research and Development, Inc.
Explaining the concept of experience-value marketing, a new approach to de-commoditization which has attracted much attention, Mr. Sato presented the research findings on the structural process to building strong brands based on experience. |
| V. |
"CSR marketing - marketing approach from social values" |
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Mr. Kenzo Mori, INTAGE Inc.
Using research results from a study on people's actualities based on social values segmentation, Mr. Mori spoke about the opportunities of using SVS (Social Value Segment) in CSR marketing. |
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| 4. Presentations by overseas institutions and message from overseas market research associations |
The following presentation was given by a member of the KOSOMAR（Korean Society of Opinion & Marketing Research）
"Online Research in Korea"
Mr. In Pyo Lee, Embrain Co. Ltd.
Mr. Lee talked about the use of Internet and the current situation, issues and his company's approach on online research in Korea.
Additionally, we received messages from the representatives from market research associations in Korea and China:
KOSOMAR（Korean Society of Opinion & Marketing Research）Mr. Ick-Sang Roh
CMRA（China Marketing Research Association）Mr. Jian Xin He |
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Mr. Ick-Song Roh
National Representative of KOSOMAR |
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Mr. Jian Xin He
Secretary General of CMRA |
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| <Second Section> |
After moving to another location, the get-together in the second section was also a great success with many participants. Mr. Masashi Gojo, supervisor of the JMRA Conference Committee, started the get-together with an opening greeting, followed by a message from a research user - Mr. Hideaki Katsuragi, Manager of Marketing Information Department of Nestle Japan Ltd.
Among the presentations selected from public applications, participants also voted for the Best Presentation Award, which was presented to Mr. Hiromasa Tanaka (Dentsu Research Inc.) for his presentation on "Managing data precision and response rate for monitor researches", praised not only for introducing many case studies but also the theme's contribution to both the research industry and research users. The Best Paper Award was given to Mr. Fumito Sato (Research and Development Inc.) on "New value creation - Developing experience-value frame for better research application".
The room was filled with a friendly atmosphere from the beginning till the end, and there was active information exchange between researchers and between researchers and their clients. |
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The Best Presentation Award
Mr. Hiromasa Tanaka
Dentsu Research Inc. |
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The Best Paper Award
Mr. Fumito Sato
Research and Development Inc. |
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| Participants for this year's conference totaled 544 persons from 163 companies (378 from 59 regular member companies, 75 from 26 sponsor companies, 46 from regular companies, 16 from 14 overseas companies, and 29 from 28 invited companies) |
