Fem Marketing House

What Fem Marketing House does

Fem Marketing House Co., Ltd. (株式会社フェムマーケティングハウス) is a Japan-based qualitative marketing research firm founded in 1983 and incorporated in 2002, operating as a subsidiary of Nishikawa Communications Co., Ltd. The firm specializes in generating consumer insights about female end-users on behalf of enterprise clients, primarily major multinational corporations it has served for over 20 years. Headquartered in Osaka with a Singapore subsidiary established in 2016, the company combines a curated female panel with physical research infrastructure to deliver qualitative studies across Japan and Southeast Asia.

The company's core asset is the Fnet (Fネット) Monitor Network, a proprietary panel of approximately 35,000 pre-profiled female respondents carrying roughly 50 data attributes each, used to recruit respondents for client research. This panel underpins a service portfolio that includes the Orange Room interview suite, Fem Mart (a simulated retail environment for in-context shopping studies), Tobii-based wearable eye tracking research, and web conferencing/livestreaming rental. Research delivery is conducted by an all-female research team — a positioning that aligns directly with the firm's female-consumer research mandate. The firm holds a Privacy Mark certification (since 2006), an ISO 27001-equivalent information security policy (implemented 2023), and ESOMAR membership, signaling compliance-grade data handling.

Revenue is generated through three streams: bespoke qualitative research engagements (more than 300 projects annually), facility and equipment rentals (interview rooms at ¥32,000–¥105,000 per booking, Fem Mart at ¥180,000–¥200,000 per day), and panel recruitment services via Fnet. Geographic reach is extended through the Singapore entity for Southeast Asian consumer research. The firm's go-to-market is direct enterprise sales to multinational corporations, with no disclosed recurring-revenue, subscription, or self-serve channel.

Name

Fem Marketing House

Legal name

株式会社フェムマーケティングハウス

Website

https://femmarketinghouse.jp

Company type

Private

Founded year

1983

Operating status

Operating

Headcount range

11–50 employees

Short description

Fem Marketing House is a Japan-based qualitative marketing research firm that runs the Fnet panel of ~35,000 female respondents and delivers qualitative studies — including eye tracking and simulated retail — to multinational enterprise clients across Japan and Southeast Asia.

Ownership category

akta.pro rank

Product category

Qualitative Market Research Services

NAICS

Marketing Research and Public Opinion Polling (541910)

SIC

Services-Advertising (7310)

akta.pro primary industry

CRM Strategy & Consulting (BPAFAFAA)

akta.pro secondary industries

CRM Strategy, Implementation & Managed Services (MPAAAIAD), E-commerce & Retail CRM (Customer Data, Loyalty & Personalization) (HDAEAFAE)

Keywords

• Qualitative market research
• Consumer insights research
• Panel recruitment services
• Focus group facilities
• Eye tracking research

Headquarters

HQ city

Osaka-shi

HQ country

Japan

HQ region

Asia

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Qualitative Research Services: End-to-end marketing research services including research planning, panel recruiting, fieldwork execution, analysis, and strategy proposal for corporate clients.
2. Facility & Equipment Rental: Rental of interview rooms (Orange Room) and simulated retail stores (Fem Mart) with monitoring rooms, AV equipment, simultaneous interpretation, and eye tracking devices.
3. Monitor Panel Services: Point-based incentive system for registered panel members. Points earned through surveys and interviews, redeemable for gift codes. Interview participants receive cash honoraria.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Fem Marketing House is a qualitative marketing research firm that delivers end-to-end research services—from research planning, panel recruiting, and fieldwork execution through analysis and strategy proposal—for corporate clients. Its core differentiator is a proprietary panel network of approximately 35,000 female consumers (Fnet) combined with specialized research facilities (Orange Room interview room, Fem Mart simulated store) and Tobii wearable eye-tracking research capability.

Product overview

Fem Marketing House operates as a qualitative marketing research firm specializing in female consumer insights. The company's core offering is its Fnet (Fネット) panel network platform — a panel management system with approximately 35,000 female panelists used for recruiting research participants across various methodologies. The service portfolio is organized around three integrated pillars: (1) Monitor recruiting and panel management via the Fnet platform, (2) facility-based research including interview room rental (Orange Room) and shopping simulation room (Fem Mart), and (3) specialized eye-tracking research using Tobii wearable glasses for behavioral observation. Video conferencing and live streaming systems (Zoom, WebEx, Teams, BlueJeans) are offered as rental add-ons to enable remote participation. Research methodologies span depth interviews, focus groups, home visits, home use tests, shop-along observations, eye tracking, and ethnography. The company also operates a Singapore subsidiary to extend qualitative research services across Southeast Asian markets.

Differentiator

Problem solved

Functional benefit

Brands

• Fnet (Fネット): Monitor network platform operated by Fem Marketing House with approximately 35,000 registered female panel members for marketing research activities.
• Fem Mart (フェムマート)

Products and services

• Fnet (Fネット) Monitor Network / Panel Platform Proprietary panel management platform hosting approximately 35,000 female panelists for marketing research recruitment. Panelists register online, respond to surveys, and apply for interview topics in exchange for points and monetary honoraria; the system manages roughly 50 data attributes per panelist and supports three-stage screening for participant recruitment.
• Eye Tracking Research (アイトラッキング調査) Consumer behavior research service using Tobii wearable eye tracker glasses to measure and visualize natural eye movements during shopping and product interaction. Generates gaze and fixation data for shelf layout optimization, package design evaluation, POP assessment, and advertising effectiveness analysis.
• Interview Room Rental (オレンジルーム) Rental of a fully equipped interview room (Orange Room) accommodating up to 8 participants with 15-seat monitoring room and 7-seat mirror room (22 total), equipped with AV recording, simultaneous interpretation booth, and web conferencing platforms (Zoom, WebEx, Microsoft Teams, BlueJeans).
• Shopping Simulation Room (Fem Mart / 模擬店舗) Supermarket and drugstore-format simulated retail facility for shop-along and package evaluation research, stocked with consumer goods in realistic display configurations, with an accompanying interpreter-booth-equipped monitoring room and eye-tracking capability.
• Southeast Asian Market Research Qualitative marketing research services delivered in Indonesia, China, Thailand, Vietnam, and Singapore through the Singapore-based subsidiary, applying the company's 20+ years of qualitative research methodology expertise to support multinational corporations expanding in ASEAN markets.

Quantifiable outcome

• 35,000 registered female panel members with ~50 attributes each
• +2 more outcomes

Named customers1 record

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration12 records

AI capability4 records

Feature3 records

Partnerships

Five partnerships are on record, tiered core and minor.

• 西川コミュニケーションズ株式会社 (Nishikawa Communications Co., Ltd.)coreStrategic or Co-development PartnerParent/affiliated company providing shared services including data management infrastructure. Joint use of personal information with Nishikawa Communications and its affiliated companies for survey operations, inquiry handling, and marketing tool development. Nishikawa Communications serves as the responsible party for personal information management in joint use arrangements.
• FEM MARKETING ASIA PTE LTD.coreStrategic or Co-development PartnerOverseas subsidiary established in Singapore in 2016 to provide qualitative research services across Southeast Asian markets (Indonesia, China, Thailand, Vietnam, Singapore). Leverages the company's 20+ years of research methodology expertise for ASEAN market expansion.
• ESOMAR (European Society of Opinion & Marketing Research)minorOthersCorporate membership in ESOMAR, the global association for market research and data analytics. Provides industry credibility, networking opportunities, and alignment with international research standards.
• Meta Platforms, Inc. (Facebook & Instagram Ads)minorGTM or Marketing PartnerProvides Facebook and Instagram advertising services for marketing and remarketing purposes using _fbp cookies with 90-day duration.
• LINE雅虎株式会社 (Yahoo! Ads)minorGTM or Marketing PartnerProvides Yahoo! advertising services for web advertising and retargeting campaigns using cookies (_yjsu_yjad, A, B, XA, XB) with 365-day duration.

Scale indicators5 records

Recent moves7 records

Expansion highlights4 records

Direct peers

• Cross Marketing Inc. Japanese online market research firm with a large consumer panel (approximately 4.6 million) and qualitative research services. Comparable for its panel-based qualitative and quantitative consumer research targeting Japanese enterprise clients, though at much larger scale and with broader demographics.
• Video Research Ltd. Long-established Japanese market research firm providing consumer research, media research, and panel-based qualitative/quantitative studies. Comparable as a domestic Japanese qualitative/panel research specialist serving enterprise clients, with deeper media-ratings franchise but narrower eye-tracking specialization.
• Rakuten Insight: Online consumer panel and research business operated by Rakuten, with strong Japan and Asia-Pacific reach. Comparable as a panel-driven consumer-research provider targeting the same enterprise marketing buyers, but with a broader demographic panel and digital-native delivery.
• Macromill, Inc. Tokyo-headquartered digital market research firm operating large online consumer panels and offering both qualitative and quantitative research across Asia. Comparable as a Japan-rooted panel-and-research business with an explicit Asia footprint and similar B2B go-to-market motion.

Emerging players

• Toluna: Global digital consumer panel and research technology provider. Comparable for its panel-centric, technology-enabled qualitative and quantitative consumer research, though Toluna competes more on self-serve quant than on Fem's premium in-person qualitative/eye-tracking model.

Broad incumbents

• Intage Inc. Japan's largest domestic market research firm offering syndicated panels, consumer panels (SRI+), and qualitative/quantitative services. Directly comparable as a Japan-headquartered research incumbent competing for the same enterprise marketing-research budgets, but with much broader methodology coverage.
• Ipsos: Global market research firm with significant Japan and Asia-Pacific operations offering qualitative, quantitative, and behavioral research. Comparable for the same enterprise qualitative-research RFPs, particularly with Asian consumer insights, but with much broader methodology and country coverage.
• Kantar (WPP): Global data, insights, and consulting firm with established Japan and Asia consumer-research practices. Comparable for multinational client qualitative engagements and shopper/retail insight work (where Fem Mart competes), but operating at vastly larger scale with full-service portfolio.
• Nielsen (NielsenIQ / Nielsen Holdings): Global market research and consumer insights giant with strong Japan presence (Nielsen Japan). Comparable as a competitor for the same multinational CPG/retail research budgets, but with global syndicated data, quantitative scale, and integrated offering far exceeding Fem's qualitative-only scope.
• GfK (now part of NIQ): Global market intelligence firm with Japan consumer-research operations. Comparable as an incumbent bidder on the same multinational qualitative/consumer-insight engagements, particularly in retail and consumer goods, with substantially broader methodology coverage.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Fem Marketing House