Macromill Group


Press Release

Macromill systematizes consumer value and cultural background with the cooperation of professors from leading universities in four countries in Asia
- Collaboration will help Macromill become Asia’s No.1 marketing research company -

Tokyo, November 15, 2019 - Macromill, Inc. has conducted its first-ever value survey. Carried out in China, Thailand, Vietnam, and Indonesia in September 2019, this completely new survey has been made possible with the cooperation of professors and researchers from the leading universities in each of those four countries. The approach systematically organizes consumer values and cultural background in each country – something that cannot be revealed by a consumer survey alone.

Top-level professors and researchers from each of the four countries were interviewed on their specialist areas, including Psychology, Sociology, Behavioral Economics, and Marketing. The participating universities are Beijing University (China), Chulalongkorn University (Thailand), University of Economics Ho Chi Ming City (Vietnam) and the University of Indonesia (Indonesia). Macromill collaborated with 10EQS’s global expert network to deliver the research.

Survey Background

Until now, companies have conducted consumer surveys to evaluate market data and trends in each country when expanding overseas. However, the information delivered was often superficial because of the challenges of creating an expert network, as well as the cost of conducting surveys to evaluate consumer values, history, and cultural background.

Using Macromill’s new approach, consumer value is analyzed by each country’s experts to understand the cultural context behind the data. Having access to this depth of data will be a significant enabler for companies expanding overseas.

Main Survey Items

  • External factors that impact change in values (Politics, Economics, Technology and Society)
  • Change in life stages and how to interact with family
  • Difference of value systems by region
  • Definition of generation in each country and change of values

This project is a first step to establishing basic information for research and marketing in Asia, and to making the survey future-proof for further implementation in other Asian countries. Our objective is to help our clients obtain insights in Asia and determine a suitable survey methodology and design – which are essential for a company’s global marketing.

Outline of the Four Country Value Survey in Asia

September 2019
China, Thailand, Vietnam, and Indonesia
Professors and Experts:
  • Beijing University, Guanghua School of Management / Dr. Siqing Peng (China)
  • Chulalongkorn University, Associate Proffessor in Anthropology (Thailand)
  • University of Economics Ho Chi Minh City, Dean of Banking Faculty, Behavial Economics / TRUONG Quang-Thong (Vietnam)
  • Asian Society of Management and Behavioral Studies, Executive Board Member / Dr. Hetty Karunia Tunjungsari (Indonesia)
  • Plus 12 other experts in their respective fields
A strategy consultant with rich consumer analysis experience was assigned as a project manager and conducted interviews with experts from top schools and research institutes in each country. The strategy consultant produced an insight report based on an analytics framework across the countries.
Hisashi Kitajima, Director, Global Business Development, Macromill, Inc.
Content created in collaboration with 10EQS:
Raphael Hegeler, Project Director
Aruna Pavithran, Lead Consultant

About 10EQS

10EQS combines the power of independent top tier consultants and specialized industry experts to help organizations drive growth and increase performance across the globe. 10EQS serves its Corporate and Professional Services clients from its locations in New York, London, Munich, Singapore, and Melbourne.

Company Overview of 10EQS
Business Name:    10EQS Corporation Inc.
Representative:    Jeff Carbeck, Chief Executive Officer
Headquarter:    New York, N.Y., USA
Established:    2008
Main Business:    On-demand expert-based research and consulting

About Macromill

Macromill is a rapidly growing global marketing research and digital marketing solutions provider. We bring together the collective power of our specialist companies to provide innovative data and insights that drive clients’ smarter decisions. Macromill’s industry-leading digital research solutions deliver rapid and cost-effective solutions to the challenges businesses face today. Headquartered in Tokyo with over 40 offices across the Americas, EMEA and Asia, Macromill serves more than 4,000 brands and agencies in more than 90 countries with over 2,400 experts worldwide.

Macromill Group companies include: Macromill, Inc., Dentsu Macromill Insight, Inc., H.M. Marketing Research, Inc., M-Cube, Inc., M-Promo, Inc., Macromill Carenet, Inc., Centan Inc., Macromill South East Asia, Inc., Macromill Embrain Co., Ltd., MetrixLab B.V.,Oxyme B.V.and Precision Sample, LLC. . For more information, please visit our Macromill Group website