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Research papers

New Technologies Call for Discussion

We live in a time of VUCA (volatility, uncertainty, complexity, and ambiguity). It is difficult to predict the future as an extension of the present, because so many things happen that are impossible to predict. Who could have predicted the COVID-19...

Catalogue: Asia Pacific 2023 - Innovation
Author: Noriko Kishida
November 22, 2023

Research papers

A Brand-New Area of Insights Reflected by the Behavioural Data of 2.5 Million Internet Users

Now, let's explore the search word analysis based on the exclusive data of VALUES Inc. with approximately2.5 million Japanese consumers. Search words help us to visualise various user insights hardly reflected intraditional research methods. The...

Catalogue: Congress 2022: 75th Anniversary
Authors: Licaco Tanaka, Akiko Koyasu
Companies: VALUES, Inc.,
September 23, 2022

Research papers

Can AI bring better insight than humans?

Engaging drama have conflicts. Now many industries are in progress of such a drama to see how AI change the world, feeling some fears if AI steal jobs from us, human. Let's see the progress in MR if "Job to find insight" can be done by AI or not.

Catalogue: Asia Pacific 2020 - Insights Festival
Authors: Kenichiro Sato, Yohei Takeshita, Toshimitsu Sekii
Companies: Twitter, Kantar
November 2, 2020

Research papers

Marketing beyond instincts

In this paper, we will seek to outline:- The specific problem facing us in Japan;- Why it was important to adopt a new method to derive answers;- The results of our research and what new insights we garnered;- How we went about maximizing the impact...

Catalogue: Asia Pacific 2020 - Insights Festival
Authors: Gigi Leung, Vanessa Oshima, Daphne Mavroudi-Chocholi
Companies: Johnson & Johnson, machineVantage
November 2, 2020

Research papers

Adopting an entrepreneur

How Coca-Cola Japan partnered with a tech start-up to co-create an offering appropriate for their market. By addressing issues around time and efficiencies they achieved win-win outcomes. According to the Japanese Market Research Association, in 2013...

Catalogue: ESOMAR Smart Data Lab
Authors: Hisae Endo, Makoto Moriguchi, Roxan Toll
November 4, 2019

Research papers

Shrugging off gender inequality

We aim to help shift Japan's course towards a brighter future -- economically, as a society and as individuals -- by illuminating the true cost of gender inequality. To tackle the issue Unilever has partnered with Ipsos to conduct quantitative...

Catalogue: Asia Pacific 2019
Authors: Deanna Elstrom, Emi Nishiyama
Companies: Ipsos MRBI, Unilever
May 22, 2019

Research papers

Transforming an iconic brand to help customers navigate change in Japan

The world's healthiest and most financially prepared citizens - the Japanese - view old age with overwhelming anxiety. With this insight as a backdrop, and a refreshed brand, MetLife set out to #ChangeRougo, the very meaning of life after retirement...

Catalogue: Congress 2018
Authors: Nisha Yadav, Takeshi Oshima
September 23, 2018

Research papers

Supplier-client collaboration make MR better place

Whit this paper the author intends to introduce the initiatives of MR 2.0 (Marketing Research 2.0), the voluntary group of professionals, to illustrate a case of collaboration between suppliers and clients, hoping to inspire similar initiatives in...

Catalogue: Asia Pacific 2018: Data Research Insights Vision Excellence
Author: Naoki Takahashi
Company: Nissan Motor Co.
May 13, 2018

Research papers

Adopting an entrepreneur

How Coca-Cola Japan partnered with a tech start-up to co-create an offering appropriate for their market. By addressing issues around time and efficiencies they achieved win-win outcomes. According to the Japanese Market Research Association, in 2013...

Catalogue: Congress 2017: Visionary
Authors: Hisae Endo, Makoto Moriguchi, Roxan Toll
Company: ZappiStore
August 24, 2017