Recognizing the importance of capturing consumers’ daily purchasing behavior directly, we cooperated with the Tokyu Research Institute in developing QPR, a household scanning panel that, at its launch in 1987, provided the first-ever representation of the Japanese market as a whole. With its ability to identify the purchaser, the product and the place of purchase, QPR provides data that “captures the face of the consumer.” It is particularly useful for designing strategies targeting particular audiences that contribute directly to increasing sales.
“QPR Lifestyle Cluster” identifies and understands more than the basic target profile such as age and therefore it is useful in developing an effective action plan to capture the target audience.
QPR observes such product movements as trial and repeat purchasing and brand switching the moment they begin and supports us in designing countermeasures to enhance sales further. We combine QPR with media data and conduct simulations to achieve optimal media plans for maximizing sales performance.
What is QPR?
QPR, or Quick Purchase Report, is a proprietary Tokyu Agency purchasing survey system employing bar-code scanning. The world’s first survey to employ a household scanning system, it gathers data from 2,500 panel households residing within a 30 km radius of the Tokyo Metropolitan Area who are representative of the overall Japanese market. Unlike systems that collect POS data, QPR involves placing bar-code scanners in ordinary households and employing the data to identify not only the actual purchaser and the purchasing venue, but also such purchasing behavior as brand switching and trial and repeat purchasing. These features make it a revolutionary product purchasing survey tool.
