Tokyo through the eyes of a Japanese consumer Over the next few issues of our newsletter JMI would like to provide our overseas readers with a unique introduction to Tokyo's marketing environment - by lending you the eyes of a Japanese consumer for a day! We are able to do this using JMI's Consumer Vision Goggles (CVG). CVG is technology that JMI has developed and uses to capture an individual's visual experience, as he or she moves through a marketing environment. For manufacturers and retailers CVG provides a realistic assessment of visibility of their products and advertisements as actually seen by consumers in the marketplace - in stores or at outdoor locations such as transit points. So join us for the day in the life of a typical Tokyo-ite, as we move through one of the world's most cluttered and complex urban media environments...
		CVG: Consumer Vision Goggles

		Part 1: Riding the train to work Tokyo is a city of 12 million people with most commuting to work by train. Commuter hubs such as Tokyo, Shibuya and Shinjuku stations have 3 million people pass through them every day. The trains are packed not only with people but marketing communication. Click photo for CVG clip [For Windows users click here to download Media Player] [For MAC users click here to download Media Player]
Boarding the Yamanote line in Tokyo

	Advertising everywhere, doors, windows...

No part of the train is immune to advertising, the outside, the inside, windows, door and car roof...
Click photo for CVG clip

Newest trains have LCD Televisions for your traveling pleasure

State-of-the art LCD TV screens provide the latest news headlines, weather and advertisements. All with no audio, so relying totally on their visual communication content.
Click photo for CVG clip

	Shibuya Station platform

As you make your way through the station you are surrounded by the latest movies, beer, tobacco, magazines... All targeting the diverse groups of people in transit as they wait at the platform for the trains that come every 3-5 minutes...
Click photo for CVG clip

People can commute from 10 minutes to 2 hours in the trains as they make their way to Tokyo and the skyscraper office towers. Transit media is ubiquitous and part of the Japanese consumer's every day.

In the next JMI Newsletter we will take a 'look' at the walk to the office and outdoor media...