Vanessa Oshima, senior consultant with JMI, will be speaking at the ESOMAR 57^th Congress on 19-22 September 2004 in Lisbon, Portugal.

The title of Ms. Oshima's presentation is: "From CS to CRM": The use of wireless technologies to integrate market research into day-to-day business in Japan.

Ms Oshima will show how Japan's advanced mobile communications industry is breaking down the barriers between traditional research and CRM. As a result, market research in becoming more embedded in the on-going business activity.

It is now possible for consumers to opt-in to databases or panels at point of contact with "one jab of their phone". They can then receive incentives from marketers in return for information that enhances the client company's consumer understanding.

This efficient method of recruitment coupled with data mining can be the starting point for highly targeted one-to-one marketing efforts. The on-going enhancement of consumer learning and consequent tailoring of outbound offer is a virtuous, a win-win relationship for both parties.