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.
The R&D Division's broad mission not only includes examining the mutually influential relationship between media and sei-katsu-sha and developing advertising simulation models, but also the study of how advertising will be affected by environmental and other social issues in the future.
At Hakuhodo, we take the fundamental stance that marketing and communication are practical sciences. Hence, we conduct extensive research and apply our findings to the creation of advertising. Our insights, which permit the early detection of changes in the media environment and among sei-katsu-sha, have also led to the discovery of new advertising models, such as Engagement Ring™.
HABIT is a proprietary Hakuhodo database of single source data that can elucidate product usage, perceptions and habits; brand evaluations; TV program, magazine and other media contact; and the personal affiliations, life values and other circumstances and perceptions of individual sei-katsu-sha. Our annual surveys in Japan poll around 5,000 males and females aged 10–69 living in the greater Tokyo and Kansai regions. We also survey sei-katsu-sha around the world, and currently have around 25,000 samples from males and females aged 15–54 in 32 cities worldwide available for analysis.
To ensure the effectiveness of Engagement Ring™-based communication, we perform systematic research, including the analysis of international planning case studies; ER-effect measurement studies; development of simulation models for traditional and interactive media integration; analysis of user-generated content; research into customer relationship management branding, media trends and sei-katsu-sha information habits; and research into methods of uncovering insight.
In addition to topics that contribute directly to solutions for clients, Hakuhodo proactively conducts pioneering research into the rapidly evolving marketing and media environments, and beyond into the future of sei-katsu-sha lifestyles. Toward this end, we maintain collaborative arrangements with university researchers, research facilities and consulting companies both in Japan and abroad, and conduct joint seminars and workshops, etc., with the goal of developing leading-edge solutions.
