Bell Marketing Service, Inc. Bell Marketing Service, Inc.

≫ Japanese


  • Bell Marketing Service, Inc. (BMS) is an independent research company that, for the 28 years since its establishment in 1987, has been collecting and analyzing data that accurately captures the Japanese market environment. BMS provides consultation and data/information related to marketing for domestic and foreign customers, working with a parent company, International Financial Consulting (IFC), a strategic communications consulting company specializing in the financial industry.

  • In Japan, BMS has emphasized its high-level, unrivaled ability to conduct field research.

  • BMS has maintained its superiority by offering consistent services to plan research projects, conduct research, collect and analyze data, report on outcomes and provide solutions.

  • BMS and IFC have extensive familiarity in a variety of fields, including government, public opinion, public and semi-public institutions, general consumer goods, education・research institute, energy, next-generation technologies, food, medical services, clothing manufacturers, distribution, logistics properties, automobiles, tourism・travel・hotels, office・commercial・residential real estate, traditional crafts, agricultural products, regional industry construction, bank・securities・insurance・pension investment, and etc.

  • For consultations and marketing research about Japan, contact Bell Marketing Service, Inc.
    Mail :
    TEL : 813-5532-8057
    FAX : 813-5532-8367
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BMS’s Strengths

  • BMS`s extensive research network in major cities throughout Japan from Hokkaido to Okinawa Prefecture, covering more than 1,000 researchers, is able to consistently provide accurate data without any differences in data content.

  • To meet current-day needs in research for accuracy, promptness and flexibility, as well as to keep costs reasonable, BMS owns a self-developed questionnaire system for the creation of its surveys. In addition, BMS works toward solving a variety of customer problems by making use of Internet research and electronic devices (e.g., BMS utilizes 300 tablet PCs).

  • BMS`s research is reliable because the company has established strong, continuous relationships with domestic and foreign companies that have been collecting fast-paced marketing environment data for 28 years.

  • BMS became an official member of ESOMAR (The European Society for Opinion and Market Research) as of February in 2015.

  • BMS has applied for membership in CASRO (The?Council of American Survey Research Organizations), which is scheduled to be approved at the end of February.
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BMS’s Roles

  • What companies ask for is “market expansion and creativity.”

  • “Customer Satisfaction,” meaning how consumer and user needs can be met, is a significantly important key for business expansion. It is not possible to increase customer satisfaction until company value has been improved and customers’, users’ confidence has been built.

  • To that end, it is important to continue to “evaluate,” “analyze” and “discover advantages and problems” on a continuous basis by examining and providing real information through the utilization of accumulated big data.

  • BMS promptly and accurately collects and analyzes data in fast-changing markets. The company is responsible for providing creative, value-added solutions to ensure that customers achieve their goals.
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World Once Again Paying Close Attention to Japanese Market

  • The Japanese market is once again receiving close attention from the world. Experts are said to be evaluating the Japanese market as a core entity in an increasingly integrated Asia-Pacific region that includes China. By leading the economy through its high-tech capabilities, high-quality, value-added services, infrastructure locations, potential marketability and its inexhaustible search to improve product function and quality, Japan will increasingly become a focal-point economy in the Asia-Pacific region.

  • The number of foreign companies entering the Japanese market is said to be increasing, as can be seen by the number of M&A s and capital alliances occurring to acquire the product and technological development capabilities of Japanese companies.

  • However, not a few foreign companies have withdrawn from the Japanese market due to business downturns or financial difficulties created by an inability to perceive consumer preferences in Japan. Therefore, it is important to conduct marketing pre-research from every possible angle and develop risk management systems that operate on a 24-hour basis.

  • For these reasons, BMS, by making use of its many practical accomplishments (e.g., BtoC, BtoB, BtoG) can be of great assistance to foreign companies entering the Japanese market.
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Research Examples to Consider Before Entering the Japanese Market

  • Customer needs and timelines (to identify its differentiation from competitors to meet with ongoing commoditization of products and services, and to focus on core competence)

  • Consumer and User preferences and social customs (acceptability of products and services)

  • Scale of targeted Japanese market (merchandising trends, acquisition of existing information, including sales performances)

  • Characteristics of Japanese market production bases, distribution bases, infrastructures and sales bases

  • Preliminary surveys on capital investment, business alliances, M&As
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Specialized Research

【Research Field】【Research Methodology】
Product concept / Package testingQualitative survey (FGD/IDI)
Merchandise position surveyHome-use survey
Product testingMystery Shopper
Taste, scent and vision preference surveyStreet survey, over-the-counter survey, exit polls
Consumption, actual purchase conditions /
Consumer conscious-action survey
Door-to-door survey (Interview※/Will-call)
In-store behavior surveyCentral location survey
Marketing conscious-action surveyInternet survey (self-developed survey system)
Price survey 
Customer actual purchase conditions survey【Research Network】
Customer satisfaction surveyMain cities for door-to-door survey
Preliminary advertisement surveySapporoAsahikawaAomori
Advertising effectiveness surveySendaiUtsunomiyaGreater Tokyo area
Brand image surveyNiigataToyamaKanazawa
Company image surveyShizuokaHamamatsuNagoya
Trade area surveyOsakaKobeOkayama
Differentiation survey (from competitors)HiroshimaMatsuyamaKochi
Opinion polling and social surveyKita-KyushuFukuokaKumamoto
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Case Study (Market Research)

New Product Development

Objective Outline Method Condition BMS Superiority
To compare between new products of preferred consumer goods and existing products. To compare between original and competitors` products Receive detailed evaluations and devise improvements after use of samples at home Interview /questionnaire using CAPI (a table device) ・7 large cities in Japan
・Use of specified brands
・Target: 1,000 participants
・Able to do research flexibly through CAPI (self-developed questionnaire system) across Japan
To compare between new nursing care products and existing products. To compare between original and competitor`s products Receive detailed evaluations and devise improvements after use of samples at home ・Placement questionnaire research
・IDI (In Depth Interview) with selected participants
・Whole country
・Over 60 years old
・Use of specified brand
・Target: 60 participants
・Able to deal with highly difficult conditions (specified brand assigned)
To compare between new food products and existing products. To compare between original and competitors` products. Have participants taste food samples in a conference room and ask them to complete questionnaires on the spot Interview /questionnaire with parents and children separately in a conference room ・Tokyo Metropolitan Area
・Parent and child between the age of 5 and 12
・Target: 200 pairs
・Able to do research on parent and child pairs at the same time

Development of Products

Objective Outline Method Condition BMS Superiority
To do research on usage of nursing care products Conduct interviews regarding the usage of nursing care products at home ・IDI research at home ・Specified regions across Japan
・Caretakers under 60 years old
・Daily living activities (ADL): 4~5
・Target 5 pairs
・Able to deal with highly difficult conditions (visits and interviews about nursing care)
To receive children`s preferences regarding a specific entertainment park and discover problems Have participants experience an entertainment park and conduct interviews on the spot ・IDI research on parents and children separately after they experience the entertainment park ・Tokyo Metropolitan Area
・Parents and children (between the age of 3 and 10)
・Able to do research with young children

Regional Activation

Objective Outline Method Condition BMS Superiority
To establish a strategic framework for the development of new, local souvenir products with the cooperation of local industry promotions. Ask tourists and companies related to the tourism industry to complete a questionnaire Interview/questionnaire with tourists, the manufacturing industry and distributors ・Target tourists (street survey: about 400 tourists)
・Target manufacturing industry (about 60 companies)
・Target distributors (about 10 companies)
・Able to do research at specified regions across the country)
・Able to do research not only with individuals, but also with legal entities, companies
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