また、アンケートによる意識データはもとより、消費者購買履歴やWeb行動のアクセスログといった行動データや生体情報など、生活者の多種多様なデータ収集を得意としている。アンケートへの回答をはじめとする情報の取得にはパネルの同意が必要となるが、会員パネル※ではなく自社パネルを持つ同社だからこそ可能であると弊社では考えている。また、マーケティングリサーチ企業は、パネルから得られたデータを収集・集計・分析して顧客に納品するが、ここでアンケート対象者や質問・回答パターンを設計するリサーチディレクターや、回収した膨大な情報を分析しレポーティングを行うリサーチャーの役割が重要となる。同社で収集・集計された調査結果は、年間プロジェクト30,000件以上、年間取引社数4,000社を超える豊富なリサーチ実績とノウハウをもとに分析され、顧客のマーケティング課題の解決に向けた最適な提案を実現している。大手企業を含む顧客基盤と豊富な案件数により、データネイティブな人材が多い点も強みと言える。Overview of Macromill <3978>
3. The company's strengths
Listed as competitors of the company are Intage Holdings <4326>, a subsidiary of NTT DoCoMo, and Cross Marketing Group <3675>, with the company's strengths being "high-quality panel network," "a wide range of data," and "abundant track record." Through the Internet, conducting online surveys to general consumers is an indispensable method in market research, where the quality is influenced by the respondents called "panels." The company has built a panel network of approximately 36 million people, including its 1.3 million in-house panelists and panels from domestic partner companies. Participants can earn points by answering surveys, which can be exchanged for cash, gift vouchers, electronic money, etc. This incentivizes many participants to actively respond to surveys. To ensure the quality of survey responses, the company has organized a dedicated quality control team that accumulates unique expertise through over 20 years of panel management, using technology to eliminate fraudulent responses and control survey delivery frequency. As a result, response rates, accuracy, and retention rates tend to be very high. With a network guaranteeing both quantity and quality of panels, the company can provide a wide range of marketing data, including large-scale data and time-series data, beyond basic quantitative and qualitative surveys.
In addition to attitude data obtained through surveys, the company excels in collecting a wide variety of consumer data such as consumer purchase history, web browsing behavior access logs, behavior data, and biological information. While panel consent is necessary for obtaining information including survey responses, we believe that it is possible precisely because the company possesses its in-house panel, not a member panel*. Market research companies collect, aggregate, and analyze data obtained from panels to deliver to clients. Research directors who design survey participants, questions, and answer patterns, as well as researchers who analyze vast amounts of collected information and conduct reporting, play crucial roles. Survey results collected and aggregated by the company, leveraging abundant research experience and expertise exceeding 30,000 annual projects and over 4,000 annual transactions, are analyzed to provide optimal proposals for solving clients' marketing challenges. The abundant base of clients, including major corporations, and a large number of projects make the company's data-native talent a strength.
* As an example, Intage Holdings utilizes members of NTT DoCoMo's d Point Club as panels in Palnel."
(Author: FISCO Guest Analyst Ryoji Mogi)
