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Engaging across generations-AdReaction Japan Report


A new generation is approaching adulthood. Gen Z, sometimes called Post-Millennials or Centennials, are the first generation to have grown up with a smartphone in their hand. How radically different are their media attitudes and behaviors from people in the older Gen Y* (Millennial) and Gen X *(Baby Busters) generations? And how much of a challenge does this pose to marketers as they plan media and develop creative?

Concurrent with this generational shift, increased media fragmentation means marketers are scrambling to understand which channels and creative ideas are best used to reach and engage their target audiences. Options seem endless. The rapid rise of online video and mobile ad formats makes it hard to know what type of creative will work, and where best to place it.

Our previous AdReaction Video study (released October 2015) told us that Japanese audiences were still spending more daily minutes watching Live TV than watching video on digital devices, and receptivity to digital ads remained much lower than for live TV ads. It also provided valuable insight into how and why advertisers should adapt their videos for the digital and mobile world.

This new AdReaction study explores advertising receptivity across Gen X, Y and Z to understand when and where each group are most likely to respond positively. It also provides marketers with practical advice about how to overcome ad avoidance, and which creative approaches work best across the three generations.

Please click here for Japan Report.

For further information, please contact

Rena Kawai
Kantar Japan


Annual Digital & Media Predictions highlight the scale of the challenge presented by a new generation with high expectations and values


Kantar Millward Brown, a leading global research agency helping businesses grow strong brands, today released its annual digital and media predictions for 2017. For the ninth year running, the company's predictions provide marketers with a clear guide to the challenges and opportunities of the next 12 months, helping them shape their digital marketing strategies.

Top of the marketing to do list for the year should be gaining a rapid understanding of the needs, aspirations and behaviours of Generation Z, also called post-millennials and centennials. Brands will have to create better connected consumer journeys that are less intrusive with a smarter and more measured approach that discourages ad blocking.

Marketers will also need to develop creative content that appeals to the imagination and emotions of the Gen Z consumer, if they want to be accepted by this key group, who number a staggering 2 billion people worldwide - approximately 27% of the world's population was born between 1997 and 2011.

"Gen Z will not only change how brands communicate but also create challenges in how brands demonstrate authenticity and transparency in digital," said, Duncan Southgate, Global Brand Director, Media & Digital at Kantar Millward Brown. "Strategies that are likely to be successful include investment in digital platforms that allow consumers to co-create a shared brand experience; Gen Z will be hands on - they want to try it, take it apart and re-create it."

Brands will have to be more open, share their story, their purpose and details of their production processes to allow Gen Z to determine if the brand's values match their own.

Finally, marketers will have to move away from their current focus on the linear, factual and linguistic in favour of digital content that appeals to the imagination via technologies such as Augmented Reality (AR) and Virtual Reality (VR); immersive formats that allow for stronger visual imagery. Gen Z will also respond much more than Millennials to emotional, musical narratives, creating new opportunities for creativity that appeals to all of people's senses.

Southgate added: "This will require a new approach to branded content. With the landscape ripe for new creativity, marketers will need to closely monitor which formats Gen Z and other consumers find annoying and intrusive, particularly on their first screen, mobile. Alongside this new form of content, marketers also need to deliver a seamless brand experience across all touchpoints. Gen Z have grown up in a connected world and are impatient towards disjointed online/offline models that are older than they are - and this group will not adapt."

Making all this happen, requires a single view of the consumer and a consistent brand experience, something that will require new ideas and considerable time and investment. For many established brands, this will require years of focus on structure and data management. In 2017, the goal should be to focus on tone of voice and delivering a consistent brand experience across touchpoints that have the most impact and influence.

Kantar Millward Brown also anticipates other important changes, including:

■ Balancing targeting and intrusion

In 2017, marketers will focus on finding the right balance between programmatic targeting and what consumers feel is an intrusive level of messaging. Advertisers and their agencies will use a greater mix of audience targeting data based on brand affinity, interests and the appropriate demographics. Kantar Millward Brown expects to see a shift away from simplistic blunt-instrument targeting based on a single input - be it behavior (websites visited, items in a shopping cart), demographics, or stand-alone brand affinity.

■ More media synergies

Marketers will wake up to the growing significance of media synergies in 2017, and their potential to maximise brand and sales impact. CrossMedia studies conducted by Kantar Millward Brown show that synergies can drive 25% of media effectiveness globally and nearly 40% in the Asia-Pacific region. Increasingly, non-TV synergies are emerging, creating new opportunities for advertisers and agencies, to ensure the sum of the media schedule is always greater than its parts.

■ Positive action to deter ad blocking

The good news for brands is that the rising tide of ad blocking could be on the turn. While advertisers and publishers will have to adopt better ad formats and proactively look to engage with consumers on the issue, the current set of ad blocking tools are demonstrating their own lack of authenticity via site performance issues/ content restrictions and the questionable ethics of attempting to make money from the ad units they authorise.

"Every year brings new challenges but the emergence of Gen Z puts the focus on a new generation of consumers who are different to their predecessors. Vast in number and mobile first, they have come of age in the wake of the global financial crisis and will make new demands of brands that want to earn a place in their lives. Understanding the nuances of Gen Z should be a priority for marketers as they work out how their communications and the tools that power them will need to adapt in the years ahead," concluded Southgate.

To read the predictions, visit here

About Kantar Millward Brown
Kantar Millward Brown is a leading global research agency specialising in advertising effectiveness, strategic communication, media and brand equity research. The company helps clients grow great brands through comprehensive research-based qualitative and quantitative solutions. Part of Kantar, WPP's data investment management division, Kantar Millward Brown operates in more than 55 countries. Learn more at www.millwardbrown.com.

For further information, please contact

Alastair Ray
Eureka Communications
Tel: +44 (0)1420 564346
Email: alastair@eurekacomms.co.uk

Rena Kawai
Kantar Japan
Tel: 03-6859-4254

Business Internship in 2017-Guideline for applicants

Kantar is the data investment management arm of WPP and one of the world's largest insight, information and consultancy groups. Kantar Japan is one of specialised business units, representing Kantar in Japan. Kantar Japan's value to clients lies increasingly in the connections we can make in the Kantar group units. Connecting different datasets results in richer and deeper insights and allows Kantar Japan to offer more customised, more interesting and ultimately more effective solutions and services to clients.

Our global website is here.

We are recruiting the Business Internships to work together with us.


Open position for Business Internship
University students who are enrolled in university in Japan or Overseas
1) will graduate in March 2017
2) will graduate after summer in 2017 or in 2018 are eligible

for the Kantar Japan's business internship.

The intern will have opportunities to participate in actual project.

Jobs under the internship
- Support to market research planning and its execution
- Assistance to analysis of market research results
- Reporting, creation of action plan and support to presentation

Application eligibilities
- be interested in marketing and studies of consumption behaviour and shopping behaviour
- have an inquiring mind and challenging spirit for new things
- can operate the PC such as Excel, Power Point, Word
- have a high level of fluency in Japanese and English (Business English)

Internship period
1 month in a row (consecutive one month) for January 2017 to June 2017,

Place to work
Kantar Japan's Headquarters in Shinjuku
Shinjuku Maynds Tower 6th, 7th Floor, 2-1-1 Yoyogi, Shibuya-ku, Tokyo

Hourly position and monthly payment

Deadline: The number (1,2)corresponds to the number of open position guided in the above section.
1) 28th December 2016
2) 28th February 2017

Please submit your resume in Japanese and English to Kantar Japan HR by the
following email address.

Please contact our Human Resource Division for recruitment inquiries of internship.


Insight2020 featured in Harvard Business Review


Kantar's Insights2020 initiative - led by Vermeer - is the cover story of the latest edition of the Harvard Business Review. The findings from Kantar Vermeer's Insights2020 study, have highlighted the factors that were found to drive customer centric growth; none mattered more than a firm's insights engine. The article describes 10 characteristics of a successful insights engine, driving examples from Unilever's own path to customer centricity and highlights of the I2020 study. 


【Article Information】

Published on August 16th, 2016

Issue: September 2016

Pages: 64 - 74

■About Insight 2020

'Insight2020 is the largest global study of its kind, based on 337 vision interviews with business, marketing and Insights & Analytics leaders; as well as a quantitative survey with 10,000+ respondents from 60 countries. Insight2020 builds on the findings of Marketing2020, which was featured in the July-August 2014 cover story of Harvard Business Review.


For more information
Click here
Kantar Japan PR

Hundreds of new ways to speak to customers, businesses in Japan struggling to master them


  * Businesses using an increasing number of 'touchpoints' to talk to consumers
  * Yet only one in three marketers feels in control
  * Businesses wasting time and resources on inefficient strategies

An ever-growing range of digital channels is providing businesses with countless ways to interact with customers, yet according to findings released today, less than a third (29%) of marketers in Japan feel in control of the consumer touchpoints available to them. The results highlight how businesses are struggling to manage their relationships with consumers and identify the strategies that deliver impact.

According to the results of Marketing Monitor, a new report released today from global insights consultancy TNS, confidence is lowest in the countries with the most advanced media ecosystems, highest internet penetration and the most complex and evolved digital lives. Japan is one of these countries, alongside Singapore (29%), whilst in Korea and New Zealand confidence is even lower, at 28% and 24% respectively. As people's digital lives become more complex, the challenge of integrating strategy across touchpoints is likely to grow.

It's clear that businesses in Japan have more ways of interacting with consumers than ever before - through traditional channels such as TV, print media and in-store experiences - but also through the explosion of digital touchpoints, especially those provided by social media channels, instant messaging (IM) platforms and mobile. The sheer number of touchpoints and their rapid multiplication is causing confusion amongst the ranks of marketers as they try to understand how their audiences are using them and how to leverage them effectively.

The research shows that many marketers are choosing to connect with consumers via digital. For example, 31% of those surveyed are using search marketing, 22% are using social media marketing and the same number (22%) are attempting to reach their audience through the creation of viral content. In addition, more traditional forms of marketing are still very much in demand, with 60% using PR activity, 38% employing the use of SMS deals, and one in four (24%) focusing on TV advertising.

However, when asked how they select the touchpoints they use, the results showed that there is no consensus on how to adapt strategies to cater to these ever-increasing options: almost one in four (23%) questioned are hedging their bets by spreading their budget across as many touchpoints as possible, 46% are focusing on the ones they know and a third (31%) experimenting with new ones. This demonstrates how many could be wasting resources on inefficient channels whilst trying to cover all bases, whilst others could be missing out on emerging touchpoints by sticking to what they know.

Nitin Nishandar, Regional Marketing Director, Brand and Communications for TNS in APAC says:

"Businesses are now focused on building a single view of the customer - tracking their audiences and their communications across every touchpoint, flexing every platform to meet a wide range of consumer needs, from research to purchase to customer service. It's therefore understandable that marketers want to be across as many platforms and touchpoints as possible.

"However, with new touchpoints entering the mix on a regular basis, large numbers of businesses are still seeking to identify the ones that deliver results most consistently. We know from TNS touchpoint research across a number of categories that, on average, 20% of the touchpoints used by a brand can have up to 80% of the impact. It's clear that brands need to be doing more to understand where to place their focus and budgets to get the most value."

Zoe Lawrence, Digital Director for TNS in APAC says:

"Digital has been a big driver in the explosion of touchpoints that marketers are grappling with. And with consumers adopting an ever-increasing range of digital platforms, it's a challenge for marketers to understand where to direct their efforts to avoid spreading their resources too thinly. It's important to focus the majority of their efforts on the touchpoints that they know will deliver brand equity that converts to sales, but to balance this with some experimentation on the newer digital touchpoints where consumers are spending time."

About Marketing Monitor

Marketing Monitor is based on responses from 2,250 marketing professionals across Asia Pacific. The study was carried out in July 2016. Marketers from across 11 countries were questioned: Singapore, Thailand, India, China, Indonesia, Malaysia, Australia, Philippines, Japan, New Zealand, and South Korea.

About TNS

TNS advises clients on specific growth strategies around new market entry, innovation, brand switching and customer strategies, based on long-established expertise and market-leading solutions. With a presence in over 80 countries, TNS has more conversations with the world's consumers than anyone else and understands individual human behaviours and attitudes across every cultural, economic and political region of the world. TNS is part of Kantar, the data investment management division of WPP and one of the world's largest insight, information and consultancy groups. Please visit www.tnsglobal.com for more information.

About Kantar

Kantar is the data investment management arm of WPP and one of the world's largest insight, information and consultancy groups. By uniting the diverse talents of its 12 specialist companies, the group is the pre-eminent provider of compelling data and inspirational insights for the global business community. Its 30,000 employees work across 100 countries and across the whole spectrum of research and consultancy disciplines, enabling the group to offer clients business insights at every point of the consumer cycle. The group's services are employed by over half of the Fortune Top 500 companies. For further information, please visit us at www.kantar.com

*Please download our report from here.

For more information :

Hannah Nicholl
d +65 6597 7427

Kantar Japan/ PR
Rena Kawai

Kantar tops GRIT Innovation Poll 2016

Kantar is pleased to announce that it has come top of this year's GRIT poll of the most innovative research companies, ranked by parent brands. Kantar - whose win rolls up the individual rankings of TNS, Millward Brown, Added Value and Lightspeed GMI - moves up to the top slot after being placed second in last year's poll.

The GRIT poll, run by industry commentators Greenbook, was set up in 2010 and is unique in being voted for by peers within the industry, including buyers and suppliers of research services globally.

Wayne Levings, president, Kantar and chairman of its Innovation Board, commented on the win: "This is a hugely gratifying win for us. We have worked hard to invest in new services and products to bring innovation to the market. We are fortunate enough to have clients that encourage us to do things in fresh ways and highly talented employees that consistently rise to that challenge. It's pleasing to see this effort recognised by those whose opinions we most highly value.

"It's also pleasing to see our partners Zappistore, in whom we've invested and with whom we've collaborated on a number of app-based, self-service solutions, also climbing the rankings, from 24 to 11, " added Levings.

Asia Pacific 2016 in Tokyo

In this May 17th(Tue)-19th(Thu), Asia Pacific 2016 in Tokyo, an event by Esomar, will be held at Hotel Chinzanso - Tokyo. If you have an interest in it, please visit here (Esomar HP).

Three speakers from Kantar Group will take the platform to deliver a lecture at the conference of this event on 18th (Wednesday)and 19th (Thursday).

☆ Date: 18th(Wed)-May Time:11:50 - 12:10
Speaker: Alistair Leathwood, Executive Director,TNS Global, Australia
【New Ground Research】How to Save Two Industries and Make a Little Money --Digital segment targeting in APAC--

Alistair.jpgAs Executive Director for TNS Sydney, Alistair is responsible for the overall leadership and performance of the Sydney business. He also sits on the APAC Regional Board for Digital Innovation.
With a research and strategy career spanning 20 years in the UK, US and Australia, Alistair has demonstrated his experience managing projects using a wide range of marketing, research and consultancy techniques to address central business questions of portfolio management, brand development and positioning, market entry, and product / service innovation.

Alistair is a regular commentator on technology issues and a passionate advocate of the need for companies to embrace digital innovation.

☆ Date: 19th(Thu)-May Time:09:05 - 09:30
Speaker : Marc de Swaan Arons, CMO & Executive Board member,Vermeer, USA
【Guest Speaker】Insights2020: Driving Customer Centric Growth

Marc.jpgMarc is an acknowledged global marketing leadership thought-leader. He co-authored the 2014 Harvard Business Review article The Ultimate Marketing Machine and the best-selling marketing book THE GLOBAL BRAND CEO.

Marc acts as Chief Marketing Officer of Kantar Vermeer and works with many of the world's most prominent CMOs. He is a frequent keynote speaker at business schools, companies, and industry conferences. He has been quoted and appeared in The Financial Times, Fortune, Forbes, The New York Times, The Wall Street Journal, The Chicago Tribune, The Atlantic, Advertising Age, Campaign Asia, and Marketing Week.
Marc co-founded EffectiveBrands in 2001 following a successful career with Unilever, working in the Netherlands and New York. In June 2014, EffectiveBrands merged to become Kantar Vermeer, WPP's strategic marketing consulting company.

Kantar Vermeer is the only global marketing consultancy focused on unleashing purpose-led growth through the development and embedding of consumer insight-led marketing strategy, structure and capability. As CMO at Kantar Vermeer, Marc spearheads the Marketing2020, Agency2020 and Insights2020 initiatives, and manages all global strategic alliances.
Educated in the UK and the Netherlands, Marc holds a Business Economics degree from the Erasmus University, and serves as a volunteer on the Board of Avenues for Justice, which works to intervene and move young people away from crime. He lives with his family in New York City.

☆ Date: 19th(Thu)-May Time:16:10 - 16:30
Speaker : ANNE RAYNER,Global Head of Communications Research,TNS GLOBAL, AUSTRALIA

Anne.jpgAnne has specialised in brand and communication research for most of her career, and in her current role is responsible developing and implementing the TNS' global communications research growth strategy. She has helped clients across a broad range of industries with their creative development and testing, touchpoint planning and ROI evaluation, and brand tracking.
She is at the forefront of harnessing the power of social media data in brand and communications research and is a big believer in the power of social and survey data together adding up to more than the sum of their parts.

Kantar Japan PR

Kantar Japan's Official Facebook Page

Kantar Japan has opened an official Facebook page.

Kantar Japan is the Japanese arm of Kantar Group, the research and consulting division of WPP.
As well as leveraging knowledge and know-how developed across the globe, we at Kantar Japan make the most of the combined power of our group, allowing us to tackle the issues that matter using a cooperative framework that goes beyond countries and industries.

We provide information of real value to Japanese markets, derived from a wealth of marketing information such as national and industry trends plus Kantar's proprietary solutions and ideas, all infused with Kantar Japan's unique perspective.

You can access the Facebook page via the Facebook button in the top right corner of the homepage on Kantar Japan's website.

We look forward to seeing you there and hope you click the Like button too !

Giving a lecture in JMRX seminar

Toshimitsu Sekii, Director of Digital Solutions at Kantar Japan, took the platform to deliver a lecture at the JMRX seminar on 25th Jan 2016.


【Lecture title】

Nano-ized surveys and DMPs under the spotlight - the marriage of Big Data and Small Data

The lecture points are as below.

Shorter surveys are the trend.
Kantar Global believes that micro surveys lasting less than 5 minutes and nano surveys lasting 1-2 minutes are likely to become the mainstream in future.
Underlying causes include a need for more timely decision making, the mobile shift in consumer behavior, improvements in survey answer quality, and supplementary data from SNS and other non-survey sources.
Surveys are now expected to be shorter, more accurate, to deliver decisions when necessary, and to be integrated with data from outside the actual survey.

Surveys breathe life into Big Data
Hunting through extensive data with the hope of finding some business insights is not really effective.
Conventional marketers conducted brand management by observing markets and consumers through the brand indexes they derived from surveys. Recently, however, various alternative indexes based on data from non-survey sources have started to appear.
It is important to understand the meaning of these alternative non-survey indexes by considering conventional survey data as our objective variables and non-survey data as predictor variables.
Big Data analysis is more meaningful when a translation system, i.e. a survey (Small Data), is interposed between marketers and Big Data.

Surveys are more ecological with DMPs
By distributing survey data via a DMP, we can now approach segments with similar behavior to the segments suggested by the survey - and with even broader reach.
One potential application is, for example, to directly apply the data from a segmentation survey to audience targeting. Using the segments derived from the effect measurement data, targeting accuracy can be increased even more. With surveys directly connected to policy and accumulated data becoming a marketing asset, the foundations are being laid.

We make every effort to introduce leading-edge precedents like this, and to always deliver the most informative and beneficial information. In addition, we are also proactively implementing new and highly effective methodologies to the Japanese market.

Corporate PR: Marketing@kantar.co.jp

Ikumi Ikeda, the group director of Kantar Health at Kantar Japan, with pharmaceutical magazine.

Ikumi Ikeda, Group Director of Kantar Health at Kantar Japan, appears in the Feb. 2016 edition of PharmaVOICE magazine.

The article, entitled "JAPAN Puts Focus on INNOVATION", probes the trends and issues facing the Japanese healthcare industry.

In the article, Ms. Ikeda states, "Despite its large market size, no Japanese company ranks among the global top 10 pharmaceutical companies...

The Japanese market is too large to be ignored and too small to lead the global pharmaceutical market."

Article here

PharmaVOICE Online here

Contact: Kantar Japan Inc. 

Public Relations / Kawai