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Agenda• Marketing Research 2.0 Project• Scope Expansion of MR Function – A Case Study ofNissan MI• Q&A with Audience

2Profile: Naoki Takahashi
Expert Leader
Corporate Market Intelligence Division
Nissan Motor Co., Ltd.
Over 30-year experience in marketing research andCRM analytics with diversified areas in terms ofindustry, methodology, marketing theme, etc.
Joined Nissan 2003, develops and manage global
marketing research scheme and leads cross functional
projects for creation and restructuring of the company
business processes
Before joining Nissan, worked for Intage Inc., managing
diversified areas of customer research projects andCRM initiatives in terms of industry, methodology,
strategic implications, etc.
MBA, Kellogg Graduate School of Management
BA in Sociology, Doshisha University4Marketing Research 2.0 is…
• A group of people who are engaged in marketing
research and want to make contribution to it• Consisting of people from both MR firms and MR
function in client companies• Aiming to make proposals to solve/improve issues inJapan’s MR industry
赤塚史恵（株式会社インテージ）

白石章兼（株式会社アイディエーション）

秋山直樹（花王株式会社）

白川貴久子（株式会社NTT docomo）

池谷雄二郎 （株式会社トークアイ、JMRA理事）

白川玲子（セブンシーズ マーケティングリサーチ株式会社）

石井栄造（有限会社アウラマーケティングラボ）

鈴木由美子（ロッテ株式会社）

上脇辰三（CLIMB Factory 株式会社、JMRAシニアアドバイザー）

高橋直樹（日産自動車株式会社）

梅津順江（生き方上手研究所）

高山佳子（株式会社インテージ）

大嶋バニッサ（ナイキ・ジャパン株式会社）

田巻美保（ビデオリサーチ株式会社）

太田恵理子（キリン株式会社）
大田隼人（株式会社デコム）

河田浩昭（株式会社オリエンタルランド）
五味達宏（GMOリサーチ株式会社）
佐藤雅子（株式会社ビデオリサーチ）
佐野良太（株式会社トークアイ、ESOMAR JAPAN代表）

田村篤司（楽天リサーチ株式会社）
藪下幸久（フィリップモリス・ジャパン株式会社）
吉田朋子（フリーランス）
サポート：渡辺養一（日本マーケティング協会）

九州支部：小代禎彦（ TOTO株式会社）
50音順・敬称略 5

So far…
• Proposed “Research Partner Sheet” with a pilot use case6

Recently…
• Got support by Japan Marketing Association• Will provide seminar in early next year
• The beta Website has been in place.
 Needs support for the facilitation

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The Journey of Nissan MI
Now

In the beginning

FutureOnly Japan andAsian countries

Global?

Supportedstakeholders

LimitedEntire major
functions?

Budgetownership

NoneAll?

Globalgovernance

Few interaction withMI team in othercountries

Manages global MI
teams all over theworld?

Influence ondecision
makingLimitedFrom top executive
to project level?

Data /
methodology

Traditional
consumer research

Plus, sales forecast,
mROI assessment,
SNS analytics, etc.

?

Geography

9Nissan MI’s Global Governance• Corporate Market Intelligence collects customer insightsfrom all over the world.

Corporate Market Intelligence Div.
Alliance Market Analysis Dept.

Global Customer Insight Dept.
(Nissan & Datsun)

Expert Leader

Global Market Science Dept.
Global Infiniti Market Intelligence Dept.

CHINA MIJapan/A&O
MIN. America
MIS. America
MIEurope MI

AMI MI

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Nissan MI’s Scope• Has been expanded to global and functions across thecompany• Still on the way of expansion

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Definition of “Insight”• “Innovative way of understanding customer and making
people excited to create an idea”• the igniter for both customers and planners
For consumers

For planners“I didn’t realize the reason I
like it, but now I’ve got it!”

“I was struggling with it, but
now I’ve struck the point!”,“Then, this idea must beworking!”

For example…
 “XX% of customers want versatile seating arrangement”
 “Customers want to make their family relax in the car.” “The fathers of the family intending to buy a new minivan want to feel he provides value to his
family by offering relaxation with something he selected and by looking at they are relaxing.”
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 “He wants to have occasions where he can feel himself as a good dad.”Evolution of MR Function

Source: BCG 200913

Focus in MR Function’s Role---------------------------------------------- MI influence --------------------------------------------------

Stage 1:
Traditionalmarket
researchStage 2:
BusinessContributors---------------------------- MI role ----------------------------

Stage 3:StrategicInsightStage 4:
Strategicforesight• Based on
accumulated
knowledge• Based on
accumulatedknowledge• For abusinessdomain• For abusinessdomain• To support
currentparadigm• To promoteparadigm
shiftA) Make aproposalB) Provide
support/consultancyC) Assess risks/
opportunities• Based on
research/
analysis/forecast• For a project• Based on
accumulated
knowledge• For a projectD) Collect/analyze data
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In the Course of Expansion, Nissan MI Has Earned…
••••

Research budget ownership
Global management
Seats in decision making meetings
Responsibilities and resources of stakeholderorganization• Validator role for sales volume plans• Assessor role for marketing ROI… getting trust from executives and stakeholders by anymeansAnd, nothing was given but earned.

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Preparation for the Future
Accelerate• Work as a company leader function• Decrease the reliance on survey research• Use more non-research data, both internal data and external data
• Use up-to-date tools and methodologies• Keep and develop capabilities necessary for the above scope• Always in trial of cutting edge methods, tools, frameworks withsupporting budget generated by reducing the costs for inefficient tasks• Use optimal resources across alliance
Keep• Engage with wide range of stakeholders• Attract talent from in and out of the company as being a respected position• Career path connecting with other functions and across regions develop people expertise• Working with and supported by top-notch agencies

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