#Japan #Miyagi #Asmarq #Marketing Research #Miyagi University

Special Lecture at Miyagi University

On November 25, 2025, Asmarq held a special online lecture at Miyagi University's School of Business Design. The session, titled "Exploring Marketing Challenges through Research Case Studies – Insider Secrets to Developing 'Sellable' Products," was organized by Professor Kazuo Shibuya's lab. The event aimed to provide students with insights into marketing research and its pivotal role in developing successful products.

Asmarq's Marketing Communication Group presented a wealth of case studies showcasing the journey of hit products from the research phase to market launch. The latter part of the session focused on sharing real-life experiences and insights from industry professionals, allowing students to visualize themselves in the workforce and understand the realities of the business world. This interactive format enhanced the learning experience, making it a meaningful engagement for the students.

Overview of the Lecture

• - Date: November 25, 2025 (Tuesday)
• - Time: 14:30 - 16:00 (90 minutes)
• - Format: Online lecture as part of "Special Lecture III on Business Design (Utilizing Data Science)"
• - Presenter: Asmarq Co., Ltd. - Marketing Communication Group, Planning Department

Agenda

1. What is Marketing Research?
2. What Insights Can We Gain from Surveys?
3. Insider Secrets in Developing 'Sellable' Products
4. Understanding the Role of Research Companies
5. Working in a Research Company
6. Q&A Session

Student Feedback

Students appreciated the practical insights shared during the lecture:

• - "I learned how marketing research underpins the products and services we encounter daily, focusing on consumer needs and data analysis for product development."
• - "It was eye-opening to see how marketing research informs advertising concepts, capturing consumer attention effectively."
• - "I was surprised to learn that marketing research extends beyond surveys, encompassing analysis and consultancy roles as well."
• - "The emphasis on collaboration and interpersonal skills as essential for success in this field resonated with me."
• - "This lecture reaffirmed the scientific basis of marketing research in corporate decision-making, bridging the gap between companies’ messages and consumers’ needs."

Students noted how the lecture demystified stalking the processes behind hit products through thorough research and experimentation. The insights gained from the discussion were invaluable, prompting many to consider careers in roles that facilitate consumer-company communication.

Interview with Professor Kazuo Shibuya

After the lecture, we spoke with Professor Kazuo Shibuya of the School of Business Design, who is also the Director of the Career and Internship Center and the Deputy Director of the Regional Future Innovation Center. Here’s what he shared:

Q: Can you give us your thoughts on the lecture considering your expertise and past involvement?

A: "My research centers around understanding how to visualize human perception and behavior to create value through service science and design evaluation. In particular, I focus on uncovering latent needs and emotions that users have difficulty expressing through surveys and evaluation methods, integrating these insights into products, services, and business plans. Throughout my career, I have collaborated with Asmarq for various social and psychological surveys.

This special lecture illustrated both the ability to conduct marketing research and the broader engagement within marketing as a whole. I believe that research companies will increasingly be required to support clients not just by conducting surveys but also in defining problems and utilizing the gathered data. The value of data lies not only in collection but ultimately in the questions posed, interpretation, and how it drives actionable solutions. Moving forward, research firms that combine understanding of both consumer perspectives and business realities will play a critical role.

For students, this lecture provided a practical context for how marketing research is applied in actual business scenarios. While academic settings teach marketing theories, understanding the nuances of hypothesis testing for unproductive products and capturing consumers' subconscious grievances through actual case studies illustrated the difference between qualitative and quantitative research. This distinction is difficult to grasp theoretically, yet the examples presented in the lecture deepened their learning experience.

The insights shared also highlighted how theoretical frameworks taught in academia are practically applied in real-world businesses, giving students meaningful takeaways as they consider their career paths. I view this special lecture as an invaluable opportunity for students to see marketing research as a practical endeavor that connects them with the wider society."

Professor Shibuya, thank you for your insights!

About Asmarq

Asmarq specializes in marketing research supported by a robust monitor system and diverse methodologies, aiding in corporate decision-making. For more information about our services, visit Asmarq's website.