R&D

The backbone of Hakuhodo's solutions

The advent of digital media. The explosive growth in the ability of sei-katsu-sha to control the flow of information. The media revolution. Throughout the industry-shaking changes that have occurred in recent years, Hakuhodo has thrived by making a science of communication.

Our efforts to glean important insights from the frontier of evolving sei-katsu-sha perceptions are guided by our Research & Development Division. A unique research-centric entity with few peers anywhere in the world of advertising, this division is responsible for gathering advertising effect measurement data; managing HABIT, our database of sei-katsu-sha data; and operating our library, Chiemon online knowledge bank, as well as other internal information sharing systems. The Division's activities form the backbone of Hakuhodo’s knowledge infrastructure, which provides critical support for our frontline operations.

Hakuhodo views marketing as a practical science. We conduct extensive research, collate data, and rigorously apply our findings to the field of communication. By detecting changes in the media environment and the behavior of sei-katsu-sha, we are able to support our client's marketing activities and even involve sei-katsu-sha in the process of creating new marketing approaches.

TopicFinder buzz analysis tool

TopicFinder buzz analysis tool

WADA site access log analysis system

WADA site access log analysis system

Best HIT, Hakuhodo's proprietary fixed-point observation survey for TV commercials

Best HIT, Hakuhodo's proprietary fixed-point observation survey for TV commercials

Kotobaology magazine & website, which examine the changing use of words over time

Kotobaology magazine & website, which examine the changing use of words over time

HABIT & Global HABIT: Extensive databases on sei-katsu-sha perceptions and habits

HABIT is a proprietary Hakuhodo database of single-source data that elucidates product usage; consumer perceptions and habits; brand evaluations; TV program, magazine and other media contact; and the personal affiliations, life values and circumstances of individual sei-katsu-sha. Our annual surveys in the Greater Tokyo and Kansai (Osaka/Kobe/Kyoto) regions poll around 6,500 males and females aged 12–69.

The Global HABIT database makes available for analysis approximately 220,000 samples from males and females aged 15–54 in 37 cities around the world. Hakuhodo's extensive store of proprietary research data also includes fixed-point survey data on shopping (offering a structural view of how products are purchased) and a HABIT database dedicated to the China region (surveying sei-katsu-sha in China’s regional centers).

Knowledge tool and software development

Two primary missions of Hakuhodo's R&D Division are to produce software for analyzing our extensive sei-katsu-sha databases for insights and to conduct research and development into new analytical methods and tools. To support analysis and conceptualization, our R&D Division has developed a wide range of knowledge tools and software, including HSOS, a marketing support software package; integrated media mix optimizers; data and software for measuring and analyzing advertising engagement; tools to capture and analyze Internet behavior; customer-specific purchasing behavior data collection and cross-category analysis tools; time-series analysis models for communication effects; global branding research; and trend reports for forecasting future developments.

Leading-edge & deeply probing research

Hakuhodo's R&D Division conducts both leading-edge research and research that deeply probes key topics and fields of interest to our clients and greater society. Some examples of our work include sei-katsu-sha analysis based on non-verbal responses, including brain waves and eye movement; mathematical research collaborations with universities and other external organizations; lifestyle research on topics such as housework and labor trends in the years since WWII; and research into post-growth-period social models.

  • Research reports on various subjects

  • Measuring "engagement" using brain waves recorded
    during video viewing


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