What Asmarq does

Asmarq Co., Ltd. (Securities Code 4197, Tokyo Stock Exchange) is a Japan-based marketing research company founded in December 2001 (originally as Marsh Co., Ltd.) that provides quantitative and qualitative research services to large enterprises, government agencies, and academic institutions. The firm operates seven domestic offices (Tokyo/HQ, Yokohama, Nagoya, Osaka, Fukuoka, Hachinohe, Nagaoka) and serves 1,100+ client companies with 6,000+ survey projects per year and 40,000+ cumulative projects since inception. Its core technology is a proprietary, ISO20252/JIS Y20252:2019-certified research platform backed by a 1.05 million+ self-managed panel, 1,800+ partner panels, and access to a 19 million+ global panel network, with a recently granted U.S. patent (No. 7837523) for a Fully Automated Survey Process Platform using generative AI and natural language processing.

The product portfolio spans quantitative research (internet surveys, CLT, concept testing, brand awareness), qualitative research (group interviews, depth interviews, online interviews via proprietary i-PORT voice and i-PORT chat tools), and NeuroAI-driven research design (D-Planner). Through its wholly owned Humap sub-brand, Asmarq sells a separate suite of subscription HR-tech SaaS products targeting enterprise HR departments, including sekkinabi (seat/desk management with Google Calendar and Microsoft 365 integration), Smile Bonus (recognition with point rewards), ASQ (employee satisfaction survey with 10,000-employee benchmark), and CHeck (harassment and compliance survey). The company also operates international research and academic-research service lines and holds Privacy Mark certification, JMRA membership, and GDPR/CCPA/PDPA compliance for cross-border data handling.

Asmarq generates revenue primarily through project-based professional services fees for custom market research, with pricing quoted per project based on sample size, methodology, and deliverables. A growing share of revenue is subscription-based through the Humap SaaS products, sold as annual enterprise licenses with self-serve trial and enterprise deployment motions. Go-to-market is direct sales to enterprise, government, and academic buyers supported by a content-led demand engine (owned-media research reports, SEO, webinars, PRTIMES press releases, and social channels), with international expansion served via a multi-language global site.

Name

Asmarq

Legal name

ASMARQ Co., Ltd.

Website

https://asmarq.co.jp

Company type

Public

Founded year

2001

Operating status

Operating

Headcount range

251–500 employees

Short description

Asmarq is a Japan-based, TSE-listed market research company (Code 4197) serving 1,100+ enterprises, government, and academic clients with quantitative/qualitative research, proprietary survey panels (1.05M+ self-managed), and an HR-tech SaaS sub-brand called Humap.

Ownership category

akta.pro rank

Headquarters

HQ city

Shibuya

HQ country

Japan

HQ region

Asia

Offices7 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure

Revenue model

1. Market Research Services (Quantitative & Qualitative): Project-based research services including online surveys (net research), CLT (Central Location Testing), focus groups, depth interviews, and online interviews. Pricing is quoted per project based on sample size, methodology, and deliverables. Revenue recognized upon project completion.
2. Panel Recruitment Services: Recruitment and management of survey panelists (over 1.05 million self-managed panel + 1,800+ partner panels). Revenue derived from panel recruitment for client research projects.
3. HR Tech SaaS (Humap): Subscription-based SaaS products under the Humap brand including seat management tool (せきなび), online thanks card (Smileボーナス), employee satisfaction survey (ASQ), harassment & compliance survey (CHeck), and staffing/temp staffing services. Typically sold as annual subscriptions to enterprise HR departments.
4. Academic & Government Research Services: Specialized survey services for academic institutions and government agencies, including free empirical data provision for PBL education and commissioned government surveys.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels8 records

Core offering

Asmarq is a Japan-based market research company that designs, executes, and analyzes quantitative and qualitative consumer research for enterprises, government agencies, and academic institutions. It leverages a proprietary panel network of 1.05 million+ self-managed panelists and 1,800+ partner panels, proprietary interview tools (i-PORT voice and i-PORT chat), and an AI/NLP-powered automated survey platform (Patent No. 7837523) to deliver end-to-end research services. Through its wholly-owned Humap subsidiary, Asmarq also provides subscription-based HR technology products including employee satisfaction surveys, harassment prevention surveys, seat management, and online recognition tools.

Product overview

ASMARQ operates as a marketing research company with a dual-brand portfolio consisting of its core market research services and the Humap HR services sub-brand. The core ASMARQ platform offers quantitative and qualitative research services including internet surveys via a 105万+ proprietary panel and 1,800+ partner panels, with specialized tools like i-PORT voice (interview recording) and i-PORT chat (online qualitative chat). The NeuroAI D-Planner adds AI-powered research design capabilities. The Humap sub-brand extends the platform into HR-tech with seating management (せきなび), employee satisfaction surveys (ASQ with 1万人 benchmark data), harassment prevention solutions (CHeck), and recognition tools (Smileボーナス). The company holds ISO 20252:2019 certification (JMAQA-R010) and is listed on the Tokyo Stock Exchange (Securities Code: 4197), with recent generative AI innovation through its Fully Automated Survey Process Platform (Patent No. 7837523).

Differentiator

Problem solved

Functional benefit

Brands

• Humap: Employee total activity support service providing HR solutions including seat management tools (せきなび), online thank-you cards (Smileボーナス), employee satisfaction surveys (ASQ), harassment prevention training (CHeck), and staffing services.

Products and services

• Quantitative Research (定量調査) Internet-based surveys (net research), Central Location Tests (CLT), concept testing, and brand awareness surveys conducted through Asmarq's proprietary panel network. Targeted at large enterprises and corporations needing statistically reliable consumer data.
• Qualitative Research (定性調査) Face-to-face and online group interviews, in-depth (depth) interviews, and online interviews delivered via proprietary i-PORT voice and i-PORT chat tools. Targets clients seeking rich, exploratory consumer and stakeholder insights.
• i-PORT voice Asmarq's proprietary interview room tool equipped with mirrored room and back-room facilities for in-person focus groups and depth interviews with recording capabilities. Used by research clients seeking professional qualitative research infrastructure.
• i-PORT chat Asmarq's proprietary smartphone-compatible chat-based qualitative research tool enabling online focus groups and depth interviews via a chat interface. Used to run convenient and accessible qualitative surveys.
• NeuroAI (D-Planner) AI-powered research planning service that combines neuroscience insights with AI analysis to optimize survey design and research methodology. Available as an add-on to Asmarq's research services for clients seeking advanced consumer insight methodologies.
• Aggregation & Analysis (集計・分析) Survey data aggregation, chart creation, Tableau-based BI visualization, and professional data analysis services that turn raw survey outputs into actionable insights for enterprise and government clients.
• Global Research (海外調査) International market research services leveraging Asian and global partner networks to conduct cross-border surveys and qualitative research for clients needing multi-market or Japan-based global insights.
• Academic Research (学術調査) Specialized survey services for universities and research institutes, including subject recruitment support, validated survey instruments, and empirical data collection for academic and PBL education use.
• Government & Municipality Research Services (官公庁・自治体向け調査サービス) Commissioned survey services for government agencies and local municipalities, including public opinion research, community sentiment analysis, and public service evaluation. ISO 20252-certified methodology available.
• Humap HR Tech Sub-brand Asmarq's wholly-owned HR services sub-brand offering employee satisfaction surveys, seating management tools, harassment prevention solutions, online recognition, and staffing services for organizational health. Sold as subscription SaaS to enterprise HR departments.
• Sekinavi (せきなび) - Seat Management Seating management and desk-booking SaaS tool that displays employee locations and work status (meeting, remote, etc.) for hybrid work environments with free-address support. Integrates with Google Calendar and Microsoft 365/Outlook Calendar.
• ASQ - Employee Satisfaction Survey Subscription employee satisfaction survey package with benchmarking data from 10,000 employees, organizational improvement recommendations, and industry comparison analysis for enterprise HR teams.
• CHeck - Harassment & Compliance Survey Subscription compliance and harassment prevention survey that visualizes organizational risks, includes harassment awareness training, and provides assessment-based follow-up training for enterprise HR and risk teams.
• Smile Bonus (Smileボーナス) - Online Thank-You Card Subscription online thank-you card system enabling employees to send appreciation to colleagues, with internal point-based rewards that can be exchanged for prizes. Targets enterprise HR teams seeking internal recognition and engagement tools.
• Insight Seg (インサイト・セグ) Panel segmentation service providing detailed consumer targeting based on attitudinal and behavioral insights for more precise research respondent selection across Asmarq's research services.

Quantifiable outcome

• 45 hours/month of overtime identified as critical threshold for maintaining employee motivation among non-management employees (based on Toyo University co-research)
• +2 more outcomes

Named customers6 records

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

AI capability7 records

Feature5 records

Partnerships

Five partnerships are on record, tiered core and minor.

• Bunkyo University (Shonan Comprehensive Research Institute)coreStrategic or Co-development Partner · 14 October 2025Asmarq's academic research team delivered a lecture titled 'Development Secrets of Sellable Products from Marketing Challenges' at Bunkyo University's Shonan Comprehensive Research Institute Symposium. Professor Kotaro Ohashi highlighted the significance of industry-academia collaborations in bridging university learning with actual workplace needs.
• Toyo UniversitycoreStrategic or Co-development Partner · 1 September 2025Asmarq provided free empirical data from 10,000 survey respondents to support Toyo University's PBL (Problem-Based Learning) education from September 2025, with results presented on January 30, 2026. Students used the data to analyze HR issues including psychological backgrounds of employees, harassment impacts on job changes, and the relationship between overtime and motivation.
• JMRA (Japan Marketing Research Association)minorOthersAsmarq is an official member of the Japan Marketing Research Association, committing to observe the Marketing Research Code of Conduct which conforms to ESOMAR international standards for survey respondent privacy protection.
• JIPDEC (Japan Information Processing and Development Center)minorOthersJIPDEC is the authorized body that issues Privacy Mark certifications to companies demonstrating compliance with Japan's Personal Information Protection Law. Asmarq holds Privacy Mark certification (No. 12390094).
• JAB (Japan Accreditation Board for Conformity Assessment) / JMAQAminorOthersJAB is the accreditation body that accredits certification bodies like JMAQA (Japan Management Association Quality Assurance Center), which issued Asmarq's ISO20252/JIS Y20252:2019 certification (JMAQA-R010).

Scale indicators9 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• INTAGE Inc. INTAGE is Japan's largest market research company, listed on the Tokyo Stock Exchange. It offers quantitative and qualitative research, panel-based consumer insights, and consulting services, closely mirroring Asmarq's core offering to large Japanese enterprises.
• Video Research Ltd. Video Research is a long-standing Japanese audience and consumer research firm specializing in media and consumer behavior research. It serves similar enterprise clients with panel-based survey research, making it a comparable domestic competitor.
• Cross Marketing Inc. Cross Marketing is a Tokyo-listed market research firm offering both quantitative and qualitative research services in Japan and Asia. Its self-managed consumer panel and project-based research model closely parallel Asmarq's structure.
• Macromill, Inc. Macromill is a Tokyo-headquartered digital market research firm listed on the Tokyo Stock Exchange. It operates proprietary online panels and provides online survey and digital marketing research services, directly competing with Asmarq in Japan's online research segment.

Broad incumbents

• NielsenIQ: NielsenIQ is a global consumer intelligence firm providing retail measurement, consumer panel data, and analytics. It competes with Asmarq for enterprise clients needing large-scale consumer insights, though with a more retail and FMCG focus.
• Ipsos SA: Ipsos is a Paris-headquartered global market research firm with significant Japan operations. It offers broader geographic coverage and a wider portfolio of research services, competing with Asmarq on multi-country enterprise studies while operating at much larger scale.
• GfK SE: GfK is a German-based global market research firm known for consumer goods, retail, and technology research. It offers comparable consumer panel and market intelligence services that overlap with Asmarq's enterprise research portfolio.
• Kantar (Bain Capital): Kantar is one of the world's largest market research and insights firms, offering consumer panel, brand tracking, and consulting services globally. It competes with Asmarq for multinational clients seeking Japan market insights alongside broader APAC coverage.

Emerging players

• Dynata LLC: Dynata is a large global online panel and data provider serving market research buyers worldwide. Its first-party data platform and panel access compete indirectly with Asmarq's panel-based research delivery model.
• Toluna SAS: Toluna operates a global online consumer panel and DIY research platform. While not focused exclusively on Japan, its panel-based technology offering and self-serve tools overlap with parts of Asmarq's online research and panel recruitment services.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/asmarq_official
• YouTubeyoutube.com/@%E6%A0%AA%E5%BC%8F%E4%BC%9A%E7%A4%BE%E3%82%A2%E3%82%B9%E3%83%9E%E3%83%BC%E3%82%AF/featured
• Facebookfacebook.com/asmarq.co.jp
• LinkedInlinkedin.com/company/asmarq-co-ltd

Compliance6 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Asmarq