"The Textbook on How to Research to Create Hits: Marketing Research Techniques to Boost Your Product Sales by a Current Dentsu Inc. Strategic Planner" Now Available
The book " The Textbook on How to Research to Create Hits: Marketing Research Techniques to Sell More of Your Products " by Ayaka Asami, a strategic planner at Dentsu Inc. (PHP Institute), was released on September 22.
[Book Content]
After joining Dentsu Inc. as a new graduate and being assigned to the marketing department, the author spent years mastering authentic "marketing research." In simple terms, this is the "research methodology" for creating hits. However, because the scope of what can be researched is infinite, it took over five years to become proficient in smoothly utilizing research.
Therefore, focusing solely on the most frequently used and crucial "research methods" for selling clients' products at Dentsu Inc., the steps were simplified as much as possible. Original tools and formats were developed to enhance efficiency.
The result is this book, based on Dentsu Inc.'s mandatory new employee training program for its marketing division. It's a definitive guide covering everything from research fundamentals to practical tips, making it ideal as a beginner's first book or as a refresher for veterans who never properly learned the basics.
Strategic Planner, Dentsu Inc. Integrated Solutions Bureau II
As a Strategic Planner, she has worked on marketing, management strategy, business/product development, research, and planning for numerous companies. Industries handled include cosmetics, apparel, household goods, food, beverages, automobiles, leisure, home appliances, and apps. She has worked with a wide range of companies across industries and sizes, including not only large corporations but also ventures and SMEs. She excels at creating hits based on target insights discovered through research.
Alongside my main role, drawing from my own experience as a complete humanities major who couldn't read data or use Excel when I joined the company, I speak at seminars, lectures, and in-house training sessions tailored for people who feel uncomfortable with research. At Dentsu Inc.'s marketing division, I annually lead the "Marketing Research Training" program, one of the new employee education programs. The average satisfaction rate exceeds 97%.
Furthermore, she participated in GIRL'S GOOD LAB (formerly Dentsu Inc. Gal Lab), the industry's first female-focused marketing team, researching evolving female insights and shifting female consumption trends through research for over 10 years.
Joined Dentsu Inc. Diversity Lab and, as leader of the "LGBT Unit," conducted Japan's only large-scale LGBTQ+ survey (at the time in 2012 and 2015) focusing on challenges faced by Japan's LGBTQ+ community and consumption patterns centered around LGBTQ+. Utilized these research findings to provide solutions, including strategies and ideas, for companies and executives.
Official columnist for Forbes JAPAN ("Sharpen Your Marketing Instincts to Read the Times"), serialized for the Japan Management Rationalization Association ("Grasp in 3 Minutes! Reiwa Women's Consumption and Trends"), and contributor to Sendenkaigi ("Women's Marketing Seminar," "Research Fundamentals for the Cosmetics Industry"). Also lectures, serializes, and contributes extensively for Waseda University, Musashino University Industry-Academia Collaboration Seminars, the International Women's Business Conference, and others. Her core belief: "When the form of LOVE changes, consumption changes."
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