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Dentsu has developed a quantitative database called “d-camp” (Dentsu Consumers & Audience Multi Panel) as a means of identifying consumer insights. In “d-camp,” surveys are conducted targeting consumer awareness and behaviors and media contacts for the same survey subjects, and the huge volumes of single-source data obtained through these surveys can then be used to quantitatively tabulate and analyze the targets from the perspective of both consumption behaviors and media contacts.
This is a survey of the d-camp panel, designed to gain a specific understanding of the latest trends in the relationships between consumers and media/information.
We conducted a detailed survey of the current status of consumers´ Cross Communication behaviors, as well as a wide range of media contacts and media applications. Specific contents of the survey included contact with the mass media, Internet, mobile phones, and other media; information on specific product and service categories, including consumption and purchasing intent and frequency of use; and use of key corporate sites, media sites, and other information sites, with reference to usage experiences.
- Subjects: Individual males and females aged 12-64
- Sample size: n = 2,090
- Areas: Kanto Region (Cities and wards with populations of 150,000 or more in Tokyo and six prefectures: Kanagawa, Chiba, Saitama, Ibaraki, Tochigi, and Gunma)
- Survey method: Internet survey
*The Internet Panel Survey used was a segment of the Survey Panel from Dentsu's original database “d-camp.”
- Survey period: Feb. 22 (Fri) - 29 (Fri), 2008