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Is your advertising understood sufficiently by consumers? Does it comply with
the new law on the promotion of financial products (Sept 2007)?
JMI can provide objective, third party evaluation...
Japan Market Intelligence Ltd (JMI) has developed a Financial Advertising Consumer Tracking system for financial products called FACT. FACT simultaneously evaluates whether financial product advertising adequately conveys key messages effectively and checks that this is done in appropriate way, in compliance with new changes to the law in Japan. Official commencement of this new service is scheduled for August 2007.
With the amendment to the law on the Sale Of Financial Products due to take full effect from September 2007, with a view to enhancing the protection of individual investors and consumers, corporations selling financial products will be obliged to provide a full and detailed explanation of their products in writing before contracts are entered into.
Regarding advertising materials, corporations will need to carefully consider whether product explanations are clear enough and whether there are any expressions that could cause misunderstanding or confusion on the part of consumers.
In the light of this new challenge, JMI will be providing a systematic solution for financial service providers that uses both quantitative surveys (on-line surveys, postal surveys and telephone surveys) and qualitative research to evaluate consumer advertising. Opinions regarding both new and current advertisements will be collected regularly from quantitative surveys, providing valuable feedback for optimizing advertising executions. Qualitative research can then be implemented to obtain deeper insights into consumer opinions regarding items identified during the quantitative phase.
It will also be possible, via the use of JMI's unique visual research methodology (Consumer Vision Goggles), to generate behavioral analysis that can be combined with consumer recall data regarding particular areas of the advertisement to determine how well key messages are working.
FACT Flow Chart
At the start of a FACT project, a list of all keywords that need to be communicated in the advertisements is drafted. JMI then confirms whether these key words have been effectively communicated at various levels of perception of the marketing materials.
Example
Zoom image.
*Consumer Vision Goggles (CVG) are transparent spectacles with a camera attached that monitors eye movements through infra red reflection. Detailed behavioral data such as eye movement flow and the pinpointing of where and to what extent (measured in seconds) consumers are looking at a particular area can be recorded.
Degree of comprehension
For each advertisement, the key words provided by the client are assigned numerical values and their comprehension at each stage of perception is measured. This grading system allows for comparisons to be made between each advertisement evaluated, as well as allowing comparability between surveys over time.
By using FACT, financial service providers benefit form acquiring third party measures that directly prove that their advertisements are communicating messages effectively and in the process are in compliance with legal guidelines.
For more information:  Contact Us
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