our services

JMI, in conjunction with our partner Eye-Square, provides the most sophisticated TV copy test with diagnostics available today.

In addition to traditional indicators from post-exposure interviews, such as persuasion scores and brand identification, JMI also provides real-time response measures on a second-by-second basis as viewers watch the TV commercial.

Three such measures can be taken simultaneously in real-time.
These are:

1. 
   Eye tracking：This is measured naturally without the viewer wearing any equipment. The analysis shows the marketer what visual information their audience is really seeing in the commercial. This can be key for optimizing communication of key messages, especially those using text. Numeric measures can be provided on a frame-by-frame basis. For a sample, pleaseclick here.
   
2. 
   Emotional activation.Making the emotional connection to consumers' subconscious is key if the advertising is to act as a call to action, later when consumers see the product in market. Emotional activation is measured using galvanic skin response (GSR). For a detailed explanation, to see a sample video, please click here.
   
   
   
3. 
   Zapping.Viewers are given the choice of changing channel at any time while watching the TV (program and commercial breaks). Zapping is thus a behavioral measure of viewers' level of interest in the commercial at any point in time.
   In order to see a sample of combined Eye-Tracking, Emotional Tracking and Zapping, please click here.
   
   

JMI's approach is holistic and provides clients with the highest level of diagnostics available today. This is key for the client to work interactively with their advertising agency and arrive at a successful TVCM that meets the intended objectives when aired.

JMI can provide real-time consumer tracking data and insight on the effectiveness of TV advertising, compared with all other methods of marketing support, using Touchpoints-ROI.

For more information about JMI TV commercial testing:
contact us

Print advertising is dramatically different from television advertising.

When browsing through a magazine, the reader controls his/her involvement with an advertisement. This includes the length of time spent and which elements and messages are seen and which are ignored.
Effective layout is therefore critical to holding readers' attention and leading them to key messages. Executional changes, based on JMI Eye-Tracking research, can often drive significant improvements in readership, brand recall and persuasion and hence ROI for the campaign.

JMI Eye-Tracking provides marketers with the necessary detailed, thorough analysis of their print commercials.
This includes:

• Elements with high stopping power
• Sequence analysis (order of scanning advertisement)
• Reception (elements noticed on page)
• Fixation length (long enough for text, pictorial processing...)

When this data is combined with attitudinal and recall data from in-depth interviewing, it provides the necessary insight to maximize the advertising's performance on key metrics such as stopping & holding power, communication of key messages and intention to take action.

In addition to magazine advertising, JMI Eye-Tracking is frequently used to optimize other forms of print-based communication, including newspaper advertising, store circulars and free-standing inserts (FSIs).

JMI can also provide real-time consumer tracking data and insight on the effectiveness of print advertising, compared with all other methods of marketing support, using Touchpoints-ROI.

Outdoor advertising dominates the urban environment and can be a very powerful medium for building brand recognition.

However the evaluation of the effectiveness of such outdoor advertising has traditionally been a challenge for marketers. Recall can be a poor measure of the true impact of the medium and the ROI of your campaign. Studies have shown that outdoor advertising typically achieves 3 times more attention than recall scores would indicate.

JMI's Consumer Vision Goggles (CVG) record the actual visibility of outdoor media in its real urban environment. The technique is adaptable to the various forms of out-of-home advertising available, including:

• Billboards / posters
• Transit posters in trains
• Advertising buses
• POS materials

Key measures include fixation length for various visual elements i.e. do consumers look at the advertisement for long enough to process text or only pictorial images? This is greatly influenced by the layout of the advertisement and in turn this impacts ROI for the campaign.

Remote Eye Tracking may also be used at central location tests to provide complementary measures such as which elements and messages the viewer is processing.

JMI can also provide real-time consumer tracking data and insight on the effectiveness of outdoor advertising, compared with all other methods of marketing support, using Touchpoints-ROI.

Company websites serve as an important source of information and the benefits for users as well as the volume of information is increasing by the day. Corporate websites are also considered as an important channel of communication, bridging the company with its consumers. In order to develop a corporate website that is easy to navigate and that communicates the necessary information effectively, it is valuable to consider and evaluate the following points:

• Is there a part of my website that is difficult to navigate through or difficult to understand?
• Do my consumers understand the information that is displayed on my website and the messages I am trying to send them?

JMI offers you the Web Usability Study whereby we effectively evaluate the usability of your corporate website, that is, the ease of use of the website as well as the comprehension of information by users. With the combined use of the Web Eye (PC display based test machine) along with traditional marketing research methodologies, JMI can help you identify all the necessary improvements that your website needs in order to maximize its effectiveness.

JMI’s Web Eye is a system that can track and record up to 50 eye movements per second. It enables observation of respondents line of vision while they navigate through the webpage, converting their subconscious behavior into accurate data. Through this exercise, we are able to identify and analyze the areas within the website that attract most attention /those that do not, as well as calculate the amount of time spent on each area as well as grasp the essential information covered by the website. Simulating a desktop PC display, the Web Eye does not require the use of uncomfortable headgear or accessories, offering respondents a stress-free and natural environment in which they can participate in the study. The main outputs include heat maps of the areas within the website that attract most visual attention, the tracking of eye movements, as well as pathfinder analysis of distinctive click patterns of participants.

After pin-pointing the areas that are subject for improvement with the Web Eye, JMI offers the possibility to further reinforce the obtained information and grasp a deeper understanding of respondents’ visual behavior through traditional qualitative and/or quantitative marketing research methodologies. Ultimately, JMI will provide you with an intricate study design, implementation and analysis that will lead to the best solution for your website.

For more information on Web Usability Studies, please contact: Contact Us

A product's packaging plays a critical role in determining its overall level of sales. Obtaining accurate measures on a pack's real shelf visibility versus competitor brands is therefore vital to ensuring a competitive shelf presence.

Research has shown that as many as 60% of all purchase decisions are made at the point of sales and that the majority of packs are not scanned at all by shoppers. In Japan's cluttered retail environments, "unseen" really can mean "unsold"!

JMI Eye-tracking provides accurate measures of the visibility of a packaging in its competitive environment. Which brands do consumers notice first and how long does it take them to notice your brand? Are consumers sufficiently engaged to re-view your brand should they look away? Which brands are dominating the shelf in terms of visual equity?

Eye-tracking measures can be incorporated into traditional packaging and shelf tests. The outputs can be provided as either a series of metrics for the test packaging versus competitors or in the form of an evolving heat map that shows how the shoppers sequentially view the shelf.
In addition, precise diagnostics on graphic design, logo and message layout can be used to drive higher levels of purchase:

Consumer Vision Goggles (CVG) are also used in category management and to address questions relating to the optimal layout for displaying products within the store environment.

JMI can also provide real-time consumer tracking data and insight on consumer interactions with a product's packaging in market (in-store or via product usage) using Touchpoints-ROI.

While product placement into a shelf's "Golden Zone" is most desired, it's not always guaranteed. However, quantifying the impact of alternate planograms using JMI Eye Tracking can have a strong impact on sales.

The chart below shows the time shoppers spend viewing the client's brand (in milliseconds) during the first 5 seconds at the shelf. Plans 1 to 6 represent 6 alternate planograms tested among different groups of shoppers.
Plan 5 is a case where the brands' variants were split up, resulting in shoppers only viewing it for one-third of time in the best case (placement towards the centre of the display).

This type of analysis allows both retailers and manufacturers to measure the value of various shelf placements and the impact of that enhanced visibility upon a given brand's sales and image.
For more information:Contact Us

JMI conducts store layout and category management studies using a combination of technologies.

In order to measure store traffic flows and hence develop strategies to optimize these shopper movements to maximize sales, JMI uses its Shopper tracking System (STS).

The system uses Wi-Fi tags that are carried by consumers as they move around in the store. The tags are actually locating devices that track shoppers using either the existing wireless network or via a number of small Wi-Fi access points that are set-up in the store. The result is a "GPS-like tracking system" that operates within the retail environment.
Shopper Tracking System provides retailers with a detailed analysis of consumers' in-store movements and how they relate to purchases - both for all visitors to the store and for any sub-segment of the shopping population. This supports:

• Enhanced store design - By understanding how customers browse the aisles, retailers can ensure that desirable, high-volume products are made easy to find, while directing traffic to high-margin products. Ultimately this leads to loyal shoppers with increased market baskets.
  
  
• More accurate labor forecasts - By combining sales volume with traffic data.
  
  
• Improved promotional effectiveness - Generally sales volume is used to measure promotional effectiveness. However given that advertising, marketing, and promotional programs generally increase traffic, retailers need to know how much of that incremental traffic converts into sales. By combining POS with traffic data, retailers can measure conversion rates, not just sales lift.
  
  
• Better manufacturer collaboration - Measures of conversion rates that are provided to manufacturers can help them to improve marketing effectiveness and lift sales through enhanced packaging and POP, thus boosting the retailer's revenue.

In addition, when evaluating in-store POP materials, JMI's Consumer Vision Goggles (CVG) are used to provide accurate measures of in-store visibility using the latest mobile eye tracking technology.
For more information: Contact Us

Vending machines are a retail channel of key importance for many product categories in Japan. As such they require research of product layout, shopper behavior and the tracking of purchases just as for other retail channels.

Vending machine optimization is conducted using JMI's Consumer Vision Goggles (CVG). This allows consumers to approach the machine naturally, insert their money and select a product. Analysis of the eye-tracking data can identify the so-called "Golden Zone" and the best locations to place new products and POP.
Alternate planograms are seen to have dramatic implications for product visibility and hence sales.

A typical vending machine study provides measures of visibility for each product, sequence analysis and evolving heat maps (with coded interactions). The results can then be indexed between different planograms to provide the set of best practice rules and optimal solution for the client's portfolio.

JMI can provide real-time consumer tracking data and insight on vending machine purchases, compared with other channels, using Touchpoints-ROI.

For more information about JMI vending machine testing:contact us

Touchpoints-ROI is a state-of-the-art communications tracking system.

It allows marketers to measure all contacts that occur between target consumers and their brands - not only via advertising such as TV, print, radio, outdoor but also touchpoints such as product usage, in-store experience, word of mouth, viral marketing, CRM, Internet and even observation of others using the product.

This approach provides real-time data with a 360-degree overview of brand touchpoints.

Touchpoints-ROI combines Internet surveys with mobile phone based tacking. During the tracking phase consumers can also provide pictures, movies and free comments about the touchpoints that they experience. The outputs are thus a combination of both quantitative hour-by-hour, day-by-day tracking and qualitative insight:

The method is ideal for:

1. Auditing media & promotional support and distribution channels to assess what activity is most effective and cost efficient in driving a brand's sales.
2. Gauging the performance of a brand versus its competitors in terms of its "Brand Energy" and benchmarking effectiveness all touch points including those such as word-of-mouth...
3. Tracking a campaign or new product launch, to ensure that the target market is receiving the intended message via the various channels being used. Real time feedback allows marketers to make quick corrections, if necessary.

In order to view some sample "Brand Boards" from Touchpoints-ROI click-here

In the words of the words of the official conference blogger at the 2007 World Advertising Research Council (WARC) conference in London, "a multi-channel campaign with a mix of metrics is becoming the accepted smart way to do marketing and in Touchpoints ROI I think we probably have the most exciting methodology of the future to achieve this..."
Touchpoints-ROI was developed by the UK-based communications research agency MESH Planning and is exclusively available in Japan from JMI.


For more information: Contact Us

JMI has pioneered the field of tracking customer satisfaction at retail locations using mobile phones. Our integrated system is called 'i-Loyalty'.

Satisfied customers are a company's most important asset. Not only are they more loyal, but they are also more likely to spend at higher levels and to talk about your brand. Traditionally customer satisfaction at point of sales has involved the use of paper questionnaires, either completed on with the aid of interviewers, or self-completed and then posted to a "suggestions box". Both methods are cumbersome, slow and limited in the amount of data generated.

JMI's solution, i-Loyalty, is a high-speed customer satisfaction tracking system that utilizes mobile phones and 2-D bar codes:
「With i-Loyalty the results from a national network of locations are reported in near real time to the headquarters via the company's intranet. The system has also been used successfully to track the opinions of target consumers at events comprising of up to 50,000 people. i-Loyalty can be quickly deployed to provide a vital source of up-to-date information for supporting your marketing decision-making.

The system's benefits can be summarized as follows:

• Listening to customers - Increase the number of satisfied customers, showing that the company cares and pro-actively searches for new ways to learn from its clientele.
• Convenience to customers - No need for mailing back or return to the shop or hospitality location -just to post their opinions/feedback at a time that is convenient for them!
• Unbiased - no interviewer pressure, large representative samples that bi-pass local management (customers are free to say what they really think)
• Coverage - on average more that 80% of the respondents complete the customer satisfaction survey by mobile and with national coverage. Much more information is collected!
• Depth - online logic trees and skip patterns allow for very focused results, relating to highly specific issues
• Real time - from customers' mobile phone to online reporting of time series data at HQ. The company continually keeps its fingers on the pulse of its customers.

JJMI's work in customer satisfaction tracking won the award at the ESOMAR World Congress 2006 for Best Methodology. To download the full paper.please click here.
For more information: Contact Us