JMRAアニュアルカンファレンス2018

Nishin Shinjuku Station	→Exit1 / 3minutes on foot (Marunouchi Line)
Tochomae Station	→E4 Exit / 7minutes on foot (Oedo Line)
Shinjuku-nishiguchi Station	→ D4 Exit / 11minutes on foot(Oedo Line)
Shinjuku Station	→A18 Exit / 9minutes on foot(JR Line ・ Marunouchi Line ・ Odakyu Line ・ Keio Line ・ Shinjuku Line ・ Oedo Line)

Mentalism to Win Consumer’s Hearts

Mentalist Mr. DaiGo

Advisor to Genesis Healthcare Co.
Specially-appointed Professor
at Niigata University of Rehabilitation

DaiGo is the one and only mentalist in Japan who utilizes “mentalism,” at technique that allows one to read and manipulate people’s minds. He has appeared in multiple television programs and his books are the best sellers that has sold over 2,100,000 copies in total. He is a corporate advisor, management strategy partner, specially-appointed professor and provides trainings, presentations and consultations. DaiGo is currently broadcasting psychological techniques that can be used for business and communications on a Japanese online video-sharing website. For more details, please visit:
http://ch.nicovideo.jp/mentalist

What Does It Mean For A Research Company To Take Leadership?

Japanese marketing research companies are passive. They currently are content by merely accepting and delivering their corporate client’s requests. The strength of research companies in is their extensive collection of accumulated data. What has to change in order for them to lead corporate marketing activity with their insight and to provide propositions that are beyond expectations? In this session, I will inform you what is necessary for research companies to truly “change”. This change requires research companies to step into a completely new world and that will not be an easy feat.

Ms. Hiroko Wada

Representative of Office WaDa

Hiroko Wada made considerable achievements including raising “Whisper” and “Pantene” into top brands in the Japanese market at P＆G Far East Inc. and improved their performance. She served as the vice president of P&G USA and was in charge of Asia in the Corporate New Ventures team. Wada then went onto become the president and CEO of the Japan branch of Dyson, Ltd. and the president and COO of Toys”R”Us-Japan, Ltd. In October 2004, Forbes magazine featured her as one of the 50 most powerful business women in the world (excluding the US).

The Exciting Attraction of Marketing Research
?Let’s Hear the Real Intention from Senior Researchers?

In my study, I have been involved in various business-academia collaborations such as the development of desserts in collaboration with department stores, production of summer festivals, ideathons with high-tech companies and etc., making the best use of the conceptions and imagination that a liberal arts study can provide. When I am engaging in such projects, I consider building values based on “marketing research” the most important.
Marketing research is the foundation that the future is built upon and it has to be something exciting. When the KFS is derived from research, you can see the path to success. During this time, we will not only have you learn the basics of marketing research but we will also have you experience the attraction of it through the real voices of senior researchers.

[10:00-10:20]
Explanation of Marketing Research
(Basic Knowledge/Process etc.)
Lecturer: Prof. Sasaki
[10:20-11:20]
Panel Discussion with Young Professionals
Facilitator: Prof. Sasaki
Panelists: Advertisers/Agencies/Research Companies
[11:20-11:30]
(Short Break)
[11:30-12:00]
“Let’s Ask the Panelists” Corner

Professor Hiroshi Sasaki

Career Center Department Head & Business Administration Professor at Rikkyo University

Professor Sasaki graduated from Osaka University with a postdoctoral in economics and is now serving as a professor in economics.　After serving at a financial think tank, he came to his current profession as a university professor. He has been undertaking various business-academia collaboration projects with multiple corporations for over 10 years. Professor Sasaki is currently focused on the training and diffusion of liberal art data scientists. He is also the head of the career center department and is developing a new framework for career support that better applies to the “career journey” of current marketing.

Women in Research (WIRe)
Tokyo Branch Session
" Insights That Change the World "

These days, “insight” has been attracting much attention. However, in actual business, it is not enough to just “present insight.” We would like to encourage the reformation of the way that the marketing research industry thinks by presenting the significance of “applying impact to businesses and society with insight” and case studies. We would also like to propose to students aiming to work in marketing research and young researchers the significance in pursuing marketing research and how to contribute to business and society. For example:
・Proposal of how the future of the marketing research industry should be.
・Panel discussion by young professionals from both research companies and clients.
・Networking amongst participants with an awareness towards similar issues.

This is the third WIRe event to take place in Tokyo. WIRe events are being held in 23 cities around the world with great success. Through these WIRe events, we would like to stimulate career developing discussions and activities in the marketing research industry amongst not only women but all genders.

What is Women in Research (WIRe)?

Women in Research (WIRe) is the NPO organization that was founded 10 years ago in the US. WIRe’s mission is to “actively support the development of careers for women involved in marketing research while encouraging further support and contribution to the industry.” Concrete measures that WIRe provides are activities such as events, training, mentorships, communities and etc. that support women who utilize or are involved in the marketing research industry.

Ms. Vanessa Ohshima

Women In Research（WIRe）
Director

Ohshima has over 20 years of experience in the marketing research industry. She has been involved in the industry as a leader on the client’s side and provided comprehensive management for companies such as Philip Morris Japan Ltd., Coca-Cola Japan Ltd. and Nike Japan Inc. in recent 12 years. Ohshima came to Japan to study at Kyoto University and researched the employment and pay disparity amongst Japanese women. She graduated with a master’s degree in economics.
She has a strong passion for Japan, sports, women and innovation. Ohshima is currently especially passionate about her “boys (her husband and two sons)”, marathons and raising awareness for breast cancer.

Ms. Eri Yamazaki

Coca-Cola Japan Company, Ltd.
Corporate Strategy Division Knowledge & Insights
Shopper Insights Group Manager

After completing graduate school, Yamazaki joined Coca-Cola Japan in 2006 after her serving in marketing research, consumer products and entertainment companies. She has over 20 years of experience in marketing research. Yamazaki creates proposals based on her analysis of information she gathers from macro trends that overlook the market, consumers and shoppers to evaluations after market introductions.
In graduate school, Yamazaki researched the improvement of female roles in development（Women in Development）. She graduated with a Master of Public Administration.

Research to the Rescue [ESOMAR Asia Best Presentation]

Ms. Chenyang LI

How market research can direct ivory demand reduction strategies, saving elephants from imminent extinction？

Demand for ivory in China has risen dramatically in recent years due to rising affluence and travel. Ivory is traditionally being regarded as precious and prestigious. Our challenge is to make it socially undesirable and change consumer perceptions.

The future VOICE [ESOMAR Asia Best Paper]

Arpapat Boonrod, Ph.D.

How is voice technology changing the world for consumers and brands?

Voice technology is changing the world. It redefines how we communicate and creates new meaning in human and machine relationships. Using multiple techniques, we explore why voice matters and how brands can ignite growth from voice technology.

Ms. Chenyang LI

Senior Programme Manager, TRAFFIC / WWF, China

Chenyang has been working on programmes to reduce demand for illegal wildlife products and promote sustainable use of wildlife resources for more than 8 years with TRAFFIC, the wildlife trade monitoring network, which is a joint programme of WWF and IUCN ? the International Union for Conservation of Nature. She is based in Beijing and engaged with various industry players, academia and NGOs in China who have a stake in wildlife trade.

Arpapat Boonrod, Ph.D.

CEO Kantar Thailand, Insights Division
KANTAR Thailand

Nokki joined TNS 4 years ago as Managing Director of the Thailand office. In February 2016, she was appointed as CEO Thailand looking after Kantar Millward Brown and Kantar TNS.
She started her research career in Social Research at National Institutes of Development Administration (NIDA). Then she worked for InsightAsia Research Group, Thailand for 8 years.
She is a special lecturer for research techniques and marketing　for graduate students, a columnist for Marketing Magazines and a speaker for International Conferences. She is the President of Thailand Market Research Society (TMRS).

Mentalist Mr. DaiGo

Ms. Hiroko Wada

ProfessorHiroshi Sasaki

Ms.Vanessa Ohshima