Client Voice | Asmarq — Kie Hata
A commercial production case with market research firm Asmarq. We asked about speed and cost improvements through AI video production, and uncompromising emotional visual beauty and planning power even in B2B.
[Client Voice] Kie Hata, Asmarq Inc.
Asmarq is a market research firm that conducts over 6,700 surveys a year. We spoke with Kie Hata about how the company achieved corporate branding and greater awareness through its corporate commercial.
Could you tell us about Asmarq's services?
Asmarq is a market research company now in its 23rd year, conducting research targeting general consumers. We work with over 1,000 client companies and handle more than 6,700 projects a year. Our main clients include manufacturers, consultants and ad agencies, hospitals, and universities. Research is needed for every product that reaches the market, so anyone with a need can become a client.
You had a survey venue on the second floor of your office.
Yes — we actually have people take surveys there. For example, when researching convenience-store ready meals, we have them actually eat and evaluate, studying packaging usability, appearance, and whether the taste matches expectations. By testing with several hundred people in the same environment, we minimize differences caused by individual surroundings. Asmarq has about one million of its own monitors nationwide; depending on each client's challenge, we select the right respondents and have them come to the venue.
What prompted you to make a video?
There were mainly two reasons: a shortage of content for corporate branding, and wanting to expand awareness of our services. As a first step in marketing — spreading awareness — we arrived at video production. As a result, it became a great opportunity to introduce services like global research and usability testing.
Before the video, what promotional methods did you use?
For existing customers we mainly used email newsletters, but approaching new customers was difficult, so we chose a video commercial as an alternative.
What was the deciding factor in choosing us?
Simply put, it was outstandingly fun. We took proposals from several production companies, and the fun of the storyboard — truly living up to the name "Impact" -- stood out. The difference in content born from the same briefing sheet was striking. We felt it best matched our goals of corporate branding and service awareness, and within the marketing team it became, "Let's go with this impact."
Did anything stand out during production?
It was all positive. What impressed me most was the speed of catching up — understanding the difficult field of market research in a short time and translating it into the customer's perspective. We only had one meeting, but the producer's preparation and powers of inference were impressive.
How do you feel about the video Movie Impact made?
The response from customers was big — after release, inquiries surged, and there were many reactions from executives too. We also screened it at an IR fair for investors. About 700 investors attended, and I think the corporate commercial reached over 1,000 people. Many stopped to watch. Our goal was branding and raising awareness, and on that point it was a success.
Do you want to keep making videos?
Yes — I feel a lot of potential in video. Beyond this service-introduction video, I'd love to create them for other services too. We also hold over 200 web seminars a year, so digest videos would be effective. In the future, I hope to build an environment where we can produce videos for each service and piece of content.
[About Asmarq's Services]
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