Japan's Silver Generation Goes For Gold!

Senior citizens have been given the lowest priority for marketers in Japan for many years. They had been perceived as an un-trendy, low-tech, and under spending generation who are difficult to target. But now the silver generation is reaching into its pockets and hitting back!
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On the way to work... quite literally through the eyes of a Japanese commuter!

JMI's Consumer Vision Goggles (CVG) capture an individual's visual experience as he or she moves through a real marketing environment. In the second of these 'a day in the life' installments, we walk from the station to the office, through the streets of Tokyo, and in the process take in some of outdoor media in this bustling metropolis.
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Using Lists in Japan: The Affect Of New Legislation

Recently governments around the world have been busy implementing privacy laws aimed at providing individuals with protection from over-zealous direct marketing firms. But such legislation can also have an affect on the work of market researchers. Indeed this is the case for such a new act, which has been passed in Japan (and will go into affect April 1, 2005). It is well worth considering the implications of this privacy act, as it affects the management of market research projects conducted in the world's second largest economy.
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