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Conducting quantitative research is an essential part of making smart and informed business decisions.

Although risk is an unavoidable part of doing business in Japan, it is something that can be managed and reduced when accurate, timely, and credible data is available to support strategic decision-making.

Quantitative research provides this data and gives insight into consumer habits, perceptions, desires and attitudes. This is particularly important for market understanding, product screening and design, and the tracking of in-market product performance.

JMI offers a variety of data collection methodologies for quantitative research in a broad range of product categories:

Door-to-door Surveys
Mail surveys
Central Location Tests (CLTs)
Central location tests (CLTs) are especially recommended for certain types of studies conducted in Japan, according to the stimuli materials, complexity, depth and interview length.

Typical examples include:
  • Surveys with questionnaires too long to field online
  • Studies involving complex stimuli
  • Certain Concept/Advertising Execution Tests
  • Packaging/ Shelf Using JMIEye-Tracking
JMI Central's experienced team of fieldwork managers and interviewers are committed to the highest levels of survey quality with a focus on the key areas of translation, sampling control, questionnaire administration and coding.

CAPI systems are optionally available to ensure the shortest turn-around time and the highest quality data entry.

For more information, please contact:contact us
Telephone Interviews (with CATI)
JMI's telephone surveys are conducted from one of the country's most advanced communication centers.

In Japan, telephone interviewing is recommended for shorter surveys (up to 30 minutes) and those requiring a nationally representative base. Typical examples are B2B surveys, customer satisfaction and continuous tracking.

Our surveys are run from the JMI group's state-of-the-art call center in Nagoya. The center's specifications are:
  • Capacity to place 2,000,000 calls per month
  • 400 CATI (Computer Aided Telephone Interviewing) stations
  • Predictive dialing
  • Internet enabled functionality
  • In-house B2C list 33,000,000 records
  • In-house B2B list 9,000,000 records
The CATI systems, combined with JMI's highly experienced interview teams, ensure maximum data quality at all times.

For more information, please contact:Contact Us
Internet research has become a popular and cost-effective means of conducting quantitative surveys in Japan.

At JMI, we regularly use online research for U&A type studies, brand image assessment and tracking surveys. In addition to general consumer samples, we can provide access to specialist panels of Japanese consumers in sectors such as automotive, healthcare, luxury products and technology.

We also use the Internet, in conjunction with mobile phone based micro-surveys, to conduct Touchpoints-ROI studies. This is the 360-degree communications tracking and assessment tool that JMI offers through our partnership with MESH Planning:
The Touchpoints-ROI methodology combines the in-depth data acquired via the Internet, with real-time, in-market tracking via mobile phones. Consumers can also send multi-media data (digital photos, movies...) to their own online diaries to provide context to their interactions with brands and advertising.
For information about JMI online research, please contact us
Mobile Phone
As of April 2006, there are over 97 million mobile phone users in Japan, with 87% using the mobile Internet, a number surpassing fixed line Internet connections.

Mobile phone based research provides a new channel for accessing consumers, revolutionary in terms of its:
  • Reach across the population
  • Speed of response from the market (measured in hours)
  • Specificity in terms of timing and respondent location
Mobile research therefore has the potential to close the gap between marketers and their consumers by offering the possibility of smaller, more frequent surveys with near to real-time response.

JMI has harnessed this power for 360-degree brand tracking in real-time. This provides marketers with hour-by-hour quantitative data of all the contact that happens between the target audience and their brands. In addition, it also provides multi-media qualitative data in the form of consumers' movies, photos and text comments based on brand Touchpoints.

JMI also uses mobile phones for in-store customer satisfaction (i-Loyalty) and other location-specific research such as event tracking using 2D bar codes to recruit respondents:
JMI's work in this field resulted in the company receiving the award for "Best new methodology" paper at the 2006 ESOMAR Congress in London.

For information about wireless customer satisfaction and event uses, please click here
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
In all cases, the quality of the sample selection is crucial--without a sample that accurately represents the target market, the research cannot be considered credible or reliable.

Selecting the correct approach to data collection depends upon the specific requirements of the survey - sample definition, questionnaire length, stimulus, speed, security and cost of delivery.

JMI helps our clients to select the appropriate methodology necessary to meet your research needs in Japan.

For more information:contact us