News Release
FOR IMMEDIATE RELEASE
MACROMILL Panelists Used to Build Database Containing Data on Belongings of 30,000 People Nationwide

Announcing Launch of Macromill Survey–Based “Brand Data Bank (bdb)”
and “bdbMill” Tracking ServiceFebruary 1, 2010
MACROMILL, INC.
(Code No.: 3730, First Section of Tokyo Stock Exchange)
MACROMILL, Inc. (Head office: Minato-ku, Tokyo; Representative: Tetsuya Sugimoto, Chairman and President;
hereinafter referred to as “Macromill”) is pleased to announce that, after becoming a member of the Macromill Group inOctober 2009, consolidated subsidiary Brand Data Bank, Inc. (Head office: Minato-ku, Tokyo; Representative:
Masanobu Takeda, Chairman) rebuilt its “Brand Data Bank” database, changing it from a database containing data on
belongings and preferences according to a consumer survey of 30,000 people to a database containing data based on
surveys of Macromill panelists. Macromill is, therefore, proud to announce the launch of the latest Macromill
survey-based database and the Brand Data Bank panelists tracking service bdbMill on February 1, 2010.
 Belongings database based on survey of 30,000 people
What is Brand Data Bank (bdb)?
Brand Data Bank is a marketing tool in the form of a database containing data on the ownership of product brands andcorporate brands across approximately 130 genres based on a large-scale consumer survey of 30,000 people conducted
twice a year (June and December). It allows subscribers to perform various types of online analysis based on both theattributes and preferences of owners. On February 1, 2010, the latest version of the Brand Data Bank databank, based on
the results of the Macromill survey conducted in December 2009, was released.
Brand Data Bank subscribers can gain a comprehensive understanding of the brands people own and use regularly invarious genres, including, the brands of food products, cosmetics and daily necessities they often buy, the brands ofhome appliances and automobiles they own, and the brands of media, banking and insurance they use. Brand Data
Bank can be used widely in corporate marketing activities, such as analysis of the features and lifestyles of specificbrand users and media planning when drafting advertising strategies.
 bdbMill tracking service
The bdbMill tracking service allows users to extract and track specific targets from among the 30,000 Brand Data Bankpanelists. With the successful creation of a database based on Macromill surveys, a speedy tracking service using
Macromill online research also became available on February 1, 2010. This service allows subscribers to access moredetailed data such as “Reason for purchase” and “Frequency of purchase,” in addition to the data contained in Brand
Data Bank. Tracking can be carried out online or through qualitative surveys in the form of group interviews, forexample.
Last year companies increasingly felt the need to keep pace with the diversifying needs and conditions of consumers andimprove their marketing strategies. Macromill intends to combine Brand Data Bank’s strong expertise in marketing
database business and user profiling with its existing online research services and qualitative surveys to enhance theadded value of its services and its ability to make proposals and support companies in resolving their marketing issues.

Inquiries relating to this release: Ono, Spokesperson, Public Relations Group, Corporate Governance Division, Macromill, Inc.
TEL: +81-3-6716-0707 press@macromill.com

News Release One of Japan’s largest brand ownership databases
Outline of the Brand Data Bank service
The features of Brand Data Bank (bdb) are that data is collected via a“large-scale survey of 30,000 people,” it is “updated twice a year” andcovers “an array of more than 130 genres,” and that “it is available inASP format.” The database provides large-scale comprehensive
coverage of the products people own and gives an insight into thefeatures of users from various perspectives, for example, what kind ofplaces users who own vehicle A live in and what kind of media theycome into contact with.

Main genres
 Products: cosmetics, clothing, food products,beverages, computers, home electrical appliances,automobiles, etc.
 Media: Newspapers, magazines, TV programs,movies, music, mobile sites, etc.
 Services: banking, various types of insurance, etc.
 Other: Ideal place to live, nearest station, corporate
image, family structure, drinking habits, etc.
More than 130 genres in total

Basic service functions
Market ranking

Demographic viewsSubscribers can check users’ brand ownership and preferences in theform of separate rankings for around 130 genres. Subscribers canalso view rankings for their specific target group by defining
detailed criteria in addition to age, gender and occupation, such as“people living alone in the Tokyo metropolitan area” or “people who
do yoga.”

Diagrams visually represent demographic (attribute) data of groups
that own and regularly use certain brands. Besides basic attributes
such as age, gender, occupation and annual income, the databaseprovides details such as family structure, residential area, hobbies
and drinking habits.

Comparison

Brand user positioning

This is a function for comparing and analyzing the features ofspecific groups in the form of rankings. It allows subscribers toanalyze features, for example, what fashion magazines are often readby Uniqlo owners, as compared with the total survey population of30,000 people.

This function allows subscribers to visually compare multiple groups
in terms of average age, ratio of men to women, household income
and suchlike. Subscribers can tell at a glance that people who go outin Ginza are older than people who go out in Shibuya and tend to bewomen.

Depending on the service plan, other functions are also available, for example, “Media Gauge,” which showsdifferences between users in terms of their dependence on TV, newspapers and other media, and “Values Gauge,” whichshows values in relation to consumption, i.e., the need to check information when a new product comes out.

bdb database charges
Initial fee: ¥200,000 (only for the initial contract); Monthly usage fees start from ¥50,000 (excluding tax)
* The monthly charge varies depending on the service plan. Please contact us for further details.
* Subscribers to the bdb database service sign a six-month contract.
Inquiries relating to this release: Ono, Spokesperson, Public Relations Group, Corporate Governance Division, Macromill, Inc.
TEL: +81-3-6716-0707 press@macromill.com

News Release Brand Data Bank panelist tracking service
Outline of the bdbMill service
bdbMill is a service that allows subscribers to track panelists extracted using Brand Data Bank. Besides using the bdb
database to monitor the actual belongings and media preferences of specific brand users, subscribers can use thetracking service to access more detailed information such as the reason for purchase, frequency of purchase andsatisfaction of specific brand users.
Examples of ways bdbMill can be used

Online survey

ProfileTrack data such as frequency of purchase frequency and satisfaction and perform moredetailed profile analysis of targets.

Use 1

Track data such as: time of purchase frequency ofpurchase reason for purchase place of purchase willingness toreplace item satisfaction

Detailed profile analysis
using photograph survey
also available!

Regular profile analysis

Profile+ Qualitative analysis

After profile analysis, conduct qualitative analysis via group interview or other means.

Use 2
Regular profile analysis

Group interview

You can also invite specificpeople from among those
profiled to a group interview
and conduct a qualitative
survey. This combined withthe results of quantitative
analysis will give you adeeper understanding ofyour target.

bdbMill service charge
Tracking service charge: Database subscribers 50,000 yen ~ non-database subscribers 100,000 yen ~ (excluding tax)
* Tracking service charges vary depending on the sample size and the number of questions. Please contact us for furtherdetails.

Inquiries relating to this release: Ono, Spokesperson, Public Relations Group, Corporate Governance Division, Macromill, Inc.
TEL: +81-3-6716-0707 press@macromill.com

News Release
Profile of Brand Data Bank, Inc.

Brand Data Bank, Inc. provides consulting services utilizing marketing techniques such as profiling, time series
analysis, value clusters and text mining, built around the Brand Data Bank database, a marketing tool that canretrieve data items to meet criteria from among data covering more than around 130 genres and 10,000 brands,
based on a consumer survey of 30,000 people. .
Company name:Head office:Website:Established:
Capital:Representative:
Employees:
Business operations:■ Brand Data Bank, Inc.
■ 11F Shinagawa East One Tower, 2-16-1 Konan, Minato-ku, Tokyo, 〒108-0075■ www.branddatabank.com■ September, 2001
■ ¥27 million■ Masanobu Takeda, Chairman and President■8■ 1) Creation of database containing data on the belongings and preferences of 30,000
members of the general public and provision of online marketing services using the ASP
model.
2) Provision of consulting services based on database analysis, including profiling and timeseries analysis time-series analysis

Profile of Macromill, Inc.
Macromill, Inc. is a leading company in the field of net research, market research services that utilize the Internet.
Macromill has more than 880,000 Macromill panelists nationwide and provides companies with a range of online
research services to help them develop new products and improve their services.
Company name:Head office:Website:Established:
Capital:Listed exchange:
Representative:Employees:
Group companies:

Business operations:■ Macromill, Inc.
■ 11F Shinagawa East One Tower, 2-16-1 Konan, Minato-ku, Tokyo 〒108-0075■ www.macromill.com/■ January 31, 2000
■ ¥930.35 million *As of September 31, 2009
■ First Section of the Tokyo Stock Exchange (code no.: 3730)■ Tetsuya Sugimoto, Representative Director and Chairman■ 301 (includes 8 contract employees) *As of January 31, 2009
■ Brand Data Bank, Inc.
Macromill Warp, Inc.
Macromill Korea, Inc. (Korea)■ 1) Market research utilizing the Internet (net research)
2) Market research utilizing mobile telephones (mobile research)
3) Market research targeting consumers in countries around the world (global research)
4) Consumer purchasing pattern surveys and provision of purchasing pattern data (QPR™)
5) Provision of the AIRs ASP system specialized for net research
6) Research planning, design, tallying and analysis services7) Other research services (such as qualitative surveys) and marketing-related consulting
work－Contact information for inquiries about this release－
Macromill, Inc. spokesperson: Nishizawa / Ono
11F Shinagawa East One Tower
2-16-1 Konan, Minato-ku, Tokyo 〒108-0075TEL: +81-3-6716-0707 FAX: +81-3-6716-0701
E-mail: press@macromill.com

Inquiries relating to this release: Ono, Spokesperson, Public Relations Group, Corporate Governance Division, Macromill, Inc.
TEL: +81-3-6716-0707 press@macromill.com