Market Research Company Issues Overview Report for NPOs

Intage Inc., a Japanese market research and consulting company, issued a basic report on marketing for nonprofit organizations (NPOs), "The Social Overview," in April 2011.

Aiming to organize common and basic information for NPO marketing, the company identifies several criteria in the report: the scale of social problems, which refers to market needs; the targeted citizen images, which refers to the marketing objective; and the practical issues expected with marketing.

There are more than 40,000 authorized NPOs in Japan. Although it is important to use marketing techniques for smooth operations, information and know-how for marketing are short at present. The company will introduce marketing process for NPOs and target to organize a package of marketing research.

The first edition of the report was results and analysis of surveys on various attitudes toward social problems. According to the results, activities related to "nature conservation" and "energy conservation and resource recycling" showed high percentages among the social activities people participated in over the past year. Also it found that for solving social problems, it is crucial to encourage involvement of "potential participants" who have not joined yet, but who are interested in those activities.

Posted: 2011/10/18 06:00:15 AM

TAG NGO/Citizen , Non-manufacturing industry , Other