JETRO Newsletter
JETRO Event Calendar
August 08,2012

Japan Business Forum 2012 (3/11) - Guest Remarks by Mr. Teruhiko Mashiko

 Guest Remarks by Mr. Teruhiko Mashiko, Member of the House of Councilors, during the Japan Business Forum on July 17, 2012. For more post-event information, visit www.jetro.org/jbf2012.
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August 08,2012

Japan Business Forum 2012 (2/11) - Video Message from Mr. Yoshinori Suematsu

 Video Message from Mr. Yoshinori Suematsu, Senior Vice Minister for Reconstruction, followed by a presentation "From Recovery, to Revitalization" by Mr. Daiki Nakajima of JETRO New York during the Japan Business Forum on July 17, 2012. For more post-event information, visit www.jetro.org/jbf2012.
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August 08,2012

Japan Business Forum 2012 (1/11) - Welcome Remarks by Mr. Hiroaki Isobe

 Welcome Remarks by Mr. Hiroaki Isobe, Executive Vice President of JETRO, during the Japan Business Forum on July 17, 2012. For more post-event information, visit www.jetro.org/jbf2012.
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Join @ChicagoCouncil on 6/6 for "Abenomics: Japan's New Sunrise?" w/ Kenichiro Sasae, Ambassador of Japan to the U.S. http://t.co/rQiADbUSiH
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@USTradeRep: Negotiating Objectives: Japan's Participation in the Proposed Trans-Pacific Partnership Trade Agreement http://t.co/AWGI1zJjbt
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Don't forget to follow us for tomorrow's Asia-Pacific Economic Integration Seminar in Chicago http://t.co/vHWcharkFm
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Thanks to all that attended today's Asia-Pacific Economic Integration Seminar in Wash. DC. Thanks to @CSIS for providing the live stream.
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Thank you to Wendy Cutler, Assistant @USTradeRep for Japan, Korea, and APEC Affairs, for the Luncheon Address @CSIS #CSISJETRO
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Wendy Cutler: We're excited about Japan joining the TPP #CSISJETRO
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Wendy Cutler: TPP enjoys 55% support amongst the public in Japan #CSISJETRO
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Cutler: Opening the agriculture sector will be difficult but Japan has agreed to put all products on the table for discussion. #CSISJETRO
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Wendy Cutler: Based on current work, we feel confident on the road map ahead between U.S. and Japan on the TPP #CSISJETRO
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Vision Critical Transforms Marketing Research Methods in Japan

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Insight Communities Bring Brands Closer to Their Customers Than Ever Before

Interview with:
Mr. Bruce Wells, President and Managing Director, Vision Critical, Asia (Hong Kong)
Mr. Shigeru Kishikawa, Managing Director, Vision Critical Japan Inc. (Tokyo)



©Vision Critical
May, 2013 – Circumstances surrounding market research are rapidly changing with the ongoing boom of social media and smartphones. People are connected online more than ever before. Consumers communicate with brands differently and online media is overflowing with customer voices. As the media landscape continues to change swiftly, so must the methods for collecting feedback.

Vision Critical, a marketing technology company based in Vancouver, Canada, recognized a need for creating a better environment for brands to capture consumer insights. That “better environment” takes form in Vision Critical’s online insight communities, where brands can gain almost instantaneous feedback from their customers and stakeholders and engage deeply with them over time for continuous insight generation.

Vision Critical’s Tokyo office, which opened in November 2012, became their fourteenth location worldwide. JETRO provided the company with support as they moved into the Japanese market, guiding the process and identifying requirements. JETRO interviewed Mr. Bruce Wells, President and Managing Director, Asia and Mr. Shigeru Kishikawa, Managing Director of Japan, both of whom expressed their mission to transform marketing research methods in Japan and Asia.

ONLINE INSIGHT COMMUNITIES COLLECT TIMELY CONSUMER INPUT AND IDEAS



Mr. Bruce Wells, President and Managing Director, Asia (left) and Mr. Shigeru Kishikawa, Managing Director, Japan (right)
Photo: Vision Critical
Vision Critical’s insight communities concept allows brands to conduct research through a highly engaging online environment with their customers. After creating an insight community via Vision Critical’s platform, a company will reach out to their customers and encourage them to join and participate in this insight community environment. By conducting marketing research in an interactive environment with a customer base that is already engaged with the brand, consumers’ real opinions (be they positive or negative) can be obtained around-the-clock continuously.

“Imagine you walk down in a corridor of your office and there is a conference room that you can go into any time you want during the day,” Mr. Wells said. “In that room are thousands of your customers, who are there to give you feedback.” This is the idea behind the insight communities concept: making customer insights available instantaneously at the executive level.

Mr. Wells viewed “insights” as getting closer to customers. Identifying customer insights means understanding what motivates them and what their interests are, and it has become an important element of marketing activities. Vision Critical’s insight communities help businesses collect valid insights to formulate their marketing strategies.

Vision Critical’s research is conducted via innovative mobile and web technology. Mr. Wells noted two key advantages to their product. The first is their online profiling system. Unlike many other offline marketing systems that gather feedback on a single-use basis, Vision Critical assigns each customer their own individualized profile, tracking their feedback each time they engage in the insight community. With this method, businesses can examine the evolution of a customer’s feelings toward a brand over an extended period of time.

The other advantage is speed. Online insight communities enable businesses to collect customer voices soon after the customer’s engagement with a product. With the spread of smartphones, consumer insights can be shared in real-time. This enables businesses to make critical marketing decisions fast enough to stay competitive.


“The Japanese market has all the foundational components for the value proposition Vision Critical has to offer.”


CLIENTS DRIVE FOCUS OF VISION CRITICAL IN JAPAN & ASIA



Insight Communities interface
©Vision Critical
Vision Critical’s insight communities have grown to support over 650 brands worldwide. Global brands gave Vision Critical a presence in Asia for years, long before they even opened a local office, as their clients already had customers in Asia online. “It is no surprise to anybody that potential in Asia is enormous,” Mr. Wells said. “It is already an enormous economic engine of the world.”

It was a smooth move for the company to build a local presence in Japan offering support to partners and clients with local market knowledge. “The Japanese market has all the foundational components for the value proposition Vision Critical has to offer,” noted Mr. Wells. Internet use is exceptionally high among the general population, and cell phones are in constant use. He also explained that while Japan is the third largest economy in the world in terms of GDP, when looking just at the industries that are most relevant to Vision Critical’s business, Japan would be viewed as the second largest economy in the world. “Early indications [of the insight communities concept] are very positive [in Japan].”

Vision Critical’s expansion model in Japan and Asia focuses on providing their technology through local marketing research agencies. Vision Critical seeks partnership with local agencies that would provide understanding of the clients’ needs in their respective markets. Vision Critical believes that this partnership model combines the best possible technology with the best possible services in Asia.


“We are [in Japan] to transform research methods.”


TRANSFORMING MARKETING RESEARCH METHODS IN JAPAN

Vision Critical believes that online insight communities are the next generation of marketing research. “We are [in Japan] to transform research methods,” Mr. Kishikawa stated passionately. According to him, the Japanese research market was about 170 billion yen in size in 2011, and online research makes up about 60% of that market (or 100 billion yen). That percentage is still relatively small when looking at Western markets.

Mr. Kishikawa explained a few reasons why: in existing online surveys, participants are offered a reward upon completion, which sometimes becomes the participant’s main goal. They may fill out the survey with irrelevant information and feedback may become invalid. The surveys are also generally long in Japan, which causes participants to grow bored and lose motivation. Due to lack of interest, the data is of very low quality. “Insight communities are a good solution to reinforce the value of market research,” said Mr. Kishikawa.

The emerging social media boom in Japan has played a big part in making a welcoming ground for Vision Critical’s insight communities to arrive in Japan. In the past, Japanese consumers were reluctant to express their opinions online. Social media, however, has slowly made a successful entry into Japan in the past few years. “Insight communities are built in a social media environment. Customers post comments, answer questions, upload favorite photos and videos, and write blogs and diaries,” Mr. Kishikawa noted. The market is ready to exercise the advantages insight communities can offer.

Vision Critical is the pioneer of insight communities research. The company believes that insight communities providers like Vision Critical should help educate the value of this innovative approach to research, raise awareness, and grow the industry. “Education is really part of our DNA,” Mr. Wells stated. The company feels a heavy responsibility to ensure that best practices are implemented in the marketplace. One example is the launch of Vision Critical University in 2012, to openly share best practices for creating insight communities. The company also holds seminars in Tokyo and other cities in Asia, driving the development of the industry. Having an office location in Japan makes it easier for Vision Critical to drive awareness of the insight communities concept in the Japanese market.

Vision Critical’s Japan office started with one single staff member, Mr. Kishikawa, but has since expanded to a team of three. The company aspires for technical and business development resources to fulfill their mission: channel the company’s passion into changing current marketing research methods. Vision Critical is determined to play a significant role in the market research industry. “I hope more people join in our approach,” Mr. Kishikawa concluded.


About Vision Critical

Worldwide Headquarters
Vision Critical
San Bruno, California, USA
www.visioncritical.com
Vancouver, BC, Canada
Year founded: 2000
Employees: over 600
Executive Chairman: Angus Reid

Japan Office
Vision Critical Japan Inc.
Chiyoda-ku, Tokyo
www.visioncritical.jp
Year founded: 2012
Employees: 3 (as of April 1, 2013)
Managing Director: Shigeru Kishikawa


*Note: The opinions contained in this article are based on the experiences of the interviewee. They are not representative of all experiences in Japan or working with Japanese companies, and do not reflect the opinions of JETRO.

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Meet our newest success case: Tommy Bahama

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New Spotlight Events! See Upcoming Event Information

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Spotlight Events, May 2013

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JETRO USA HOME             SPOTLIGHT ARCHIVE             EVENT CALENDAR

 

May 2013 Edition




Food & Sake of Japan

          Date: Tuesday, May 14, 2013
          Time: 1:00PM - 5:00PM
          Location: Kendall College, Chicago, IL
          Organized by: JETRO and Consulate General of Japan at Chicago

    Please join us in Chicago as we proudly present a singular Japanese Food & Sake Tasting Event for industry professionals. It will be the largest gathering of Japanese food and sake producers and suppliers ever held in Chicago.

    >> More Information Here

     




Asia-Pacific Economic Integration Seminar: Regional Economic Integration and the Role
of the United States and Japan (Washington D.C.)

          Date: Tuesday, May 14, 2013
          Time: 8:45AM - 1:30PM
          Location: Center for Strategic and International Studies, Washington, D.C.
          Organized by: JETRO and the Center for Strategic & International Studies (CSIS)

    The Center for Strategic and International Studies (CSIS) and the Japan External Trade Organization (JETRO) offer the Asia-Pacific Economic Integration Seminar in Washington, D.C in mid-May. The speakers in the seminar will include U.S. Senator Ben Cardin, Chair, East Asian & Pacific Affairs Subcommittee, Senate Committee on Foreign Relations; JETRO Chairman Hiroyuki Ishige; Michael Green, Senior Vice President for Asia and Japan Chair of the CSIS ; Dr. Prof. Zhang Jianping, Director, Department of International Economic Cooperation, National Development and Reform Commission (China); Prof. Shujiro Urata, Graduate School of Asia-Pacific Studies, Waseda University (Japan); Dr. Hank Lim, Senior Research Fellow, Singapore Institute of International Affairs (ASEAN); Matthew Goodman, Simon Chair in Political Economy, CSIS (USA); and a representative of the Obama Administration.

    >> More Information Here

     




Asia-Pacific Economic Integration and the Role of the US and Japan (Chicago)

          Date: Wednesday, May 15, 2013
          Time: 8:30AM - 12:10PM
          Location: The Chicago Club, Chicago, IL
          Organized by: JETRO

    On Wednesday, May 15, JETRO will present a Symposium on Asia-Pacific Economic Integration and the Role of the US and Japan. Countries throughout the Asia-Pacific region continue to pursue agreements like the Trans-Pacific Partnership (TPP), the Japan-China-Korea FTA and the Regional Comprehensive Economic Partnership (RCEP) between ASEAN, Japan, China, Korea, India, Australia and New Zealand. Experts from the US, Japan, China and Singapore will discuss the increasingly intricate web of bilateral & multilateral free trade agreements and discuss the challenges and opportunities they bring. This analysis and dialogue will be of particular significance to the Chicago business community with business and investment interests in East Asia.

     

    >> More Information Here

     




Japan Booth @ Marché du Film 2013

          Date: Wednesday, May 15 - Friday, May 24, 2013
          Time: All Day
          Location: The Palais des Festivals et des Congrès de Cannes, Cannes, France
          Organized by: JETRO

    JETRO and UNIJAPAN, with the support from Agency for Cultural Affairs (Government of Japan) will once again team up to exhibit the Japan Booth (Palais 01 21.02-23.01) at Marché du Film 2013. View our booth lineup and schedule a meeting to lock in your rights for your territory before it's too late!

     

    >> More Information Here

     




Hidden Superstars: Japan's New Leaders in Global Business

          Date: Wednesday, May 15, 2013
          Time: 5:30PM - 9:00PM
          Location: Oshman Family JCC (Jewish Community Center), Palo Alto, CA
          Organized by: Keizai Society

    Professor Schaede will explain Japan's indispensable role in the global supply chain by putting the spotlight on new areas of innovation and technological leadership, and by analyzing management practices of these "New Japan" leaders. She will be joined by panelists from such leading companies who will lay out the opportunities and challenges they see in being "superstars" from Japan, and from an American company who can provide a perspective from the procurement point of view.

     

    >> More Information Here

     




The 25th International Contemporary Furniture Fair (ICFF)

          Date: Saturday, May 18, 2013 - Tuesday, May 21, 2013
          Time: All Day
          Location: Jacob K. Javits Center, New York, NY
          Organized by: JETRO

    Japan by Design is a special exhibition organized by Japan External Trade Organization (JETRO) to introduce 13 cutting-edge Japanese design companies to the North American design industry. Focusing primarily on furniture, JAPAN by DESIGN will also feature uniquely designed wall materials, home accessories and many other products that have never been seen before in the North America.

     

    >> More Information Here

     


 

 
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Highly-Competitive Japanese Subsidy Program For Establishing New Regional HQ or R&D Sites in Japan

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Application Deadline June 3rd, 2013 (12:00PM, Japan Time)


April 30th, 2013

San Francisco, CA - The Japan External Trade Organization (JETRO) is currently promoting the annual Japanese subsidy program: Subsidy Program for Projects Promoting Asian Site Location in Japan. The application deadline is Monday, June 3rd, 2013, at 12:00PM (Japan time).

The program is coordinated by the Ministry of Economy, Trade, and Industry (METI) of Japan, aiming at proactively inviting high-value-added businesses to the Japanese market. This highly-competitive Japanese subsidy program provides incentives of up to 500 million yen to global companies who are planning to establish business operations in Japan, such as Regional Headquarters or R&D Sites.

  • Eligible Companies: Private enterprises whose group companies are operating actual business in two or more countries, who have or will have corporate status in Japan, and who plan to establish a Regional Headquarters or R&D facility in Japan
  • Subsidized Costs: Survey design costs, facility costs, equipment costs, and facility rental charges
  • Subsidy Rates: Up to one-half for SMEs; up to one-third for non-SMEs; up to two-thirds for those establishing a site in disaster-afflicted zones (Limit: 500 million yen)

Japan, one of the largest economies in the world, remains an attractive location for business and investment, with exceptionally highly-skilled workers among its advantages. In the past two years, METI has funded fourteen projects from companies around the globe, including the following U.S.-owned companies (in alphabetical order):

    2012: GE Japan Limited, Johnson & Johnson K.K., Tenneco Japan Ltd.
    2011: 3M Health Care Ltd., NeoPhotonics Japan G.K., Nihon Cabot Microelectronics K.K.

This subsidy program demonstrates the Japanese government’s serious commitment to helping foreign companies do business in Japan. The subsidy lowers a company’s overall costs of entering the Japanese market, which should encourage the company to invest in their Japanese location.

The 2013 program was announced on Monday, April 1st, 2013. Applications will be accepted until Monday, June 3rd, 2013, at 12:00PM (Japan time).

For details, please visit the JETRO USA website: www.jetro.org/subsidy2013

Contacts

JETRO, a government-related organization, helps foreign companies to set up locations in Japan. For any questions about the subsidy program, please contact the nearest U.S. or Canada JETRO office (www.jetro.org/office_locations):

Media Contact:

About JETRO USA

The Japan External Trade Organization (JETRO) is a non-profit government related organization that promotes trade and investment between Japan and the rest of the world. Our six U.S. branches located in Atlanta, Chicago, Houston, Los Angeles, New York, and San Francisco serve the following four main objectives: help U.S. companies establish a Japan office, help U.S. companies find Japanese business partners, connect U.S. investors with cutting-edge Japanese technology ventures, and showcase premium Japanese goods.

This material is distributed by JETRO San Francisco on behalf of Japan External Trade Organization, Tokyo, Japan. Additional information is available at the Department of Justice, Washington, D.C.
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