Response to ESOMAR 37 Questions

ESOMAR 37 ANSWERS
Cross Marketing Inc.

1，What experience does your company have in providing online samples for market research? How long have you been providing this service? Do you also provide similar services for other uses such as direct marketing? If so, what proportion of your work is for market research?

Cross Marketing Inc. has been in the online research business since its establishment in 2003, and we currently support our clients’ marketing through more than 10,000 research projects annually. We have research experience in a wide range of fields, including business, government, and academia.
In addition to handling research requests from all over Japan, we can also conduct global research through our global network of more than twenty locations in ten countries. We have a large number of experienced researchers who can meet the needs of our clients, from strategy planning to effectiveness verification, and propose the most appropriate method from options including online research, offline research, and quantitative and qualitative research. In addition to research, we are also focusing upon data marketing support.
Our group parent company, Cross Marketing Group, is listed on the Prime Market of the Tokyo Stock Exchange. We are a member of the Japan Marketing Research Association, Japan Marketing Association, The Japan DataScientist Society, and The Behaviormetric Society, and we are continually striving to expand our knowledge as professionals.

2，Do you have staff with responsibility for developing and monitoring the performance of the sampling algorithms and related automated functions who also have knowledge and experience in this area? What sort of training in sampling techniques do you provide to your frontline staff?

We have development and operations teams with extensive experience in the market research industry.
We monitor distribution status, recruitment status, and the speed at which respondents answer questions, and the distribution and recruitment of surveys is managed by an automated system.
This reduces human error and provides uniform sampling quality. Our staff receive training on the latest practices when needed.

3，What other services do you offer? Do you cover sample-only, or do you offer a broad range of data collection and analysis services?

In addition to sampling, we also offer online recruiting, online and offline group/in-depth interviews, home use testing, central location testing, and postal surveys.
We not only assist with the fieldwork, but also provide full support from survey design to reporting work.
We also provide support using Business Intelligence.

4，Using the broad classifications above, from what sources of online sample do you derive participants?

We recruit participants from a wide range of Internet users via advertisements and affiliate sites.
Based on this, we have created “MotheR”, a large-scale panel network that is not biased toward any particular site or advertising.
We gather the necessary panelists for each project.
In addition, through our network of various affiliated panels, we have built up a high-quality panel of over 10 million people, and all of the panels have granted permission to collaborate on surveys.

5，Which of these sources are proprietary or exclusive and what is the percent share of each in the total sample provided to a buyer? (Assume proprietary to mean that the sample provider owns the asset. Assume exclusive to mean that the sample provider has an exclusive agreement to manage/provide access to sample originally
collected by another entity.)

More than 90% of the panelists we provide are through MotheR, the panel network which we operate.
Regarding other panelists, we work with affiliate panel companies to provide recruitment according to the project.

6，What recruitment channels are you using for each of the sources you have described? Is the recruitment process ‘open to all’ or by invitation only? Are you using probabilistic methods? Are you using affiliate networks and referral programs and in what proportions? How does your use of these channels vary by geography?

Regarding our panel network, anyone residing in the countries we serve is able to register and participate.
Although there are various recruitment channels for each panel, most utilize both affiliate and referral programs, with "natural search" and "refer a friend" accounting for more than half of registered users.

7，What form of validation do you use in recruitment to ensure that participants are real, unique, and are who they say they are? Describe this both in terms of the practical steps you take within your own organisation and the technologies you are using. Please try to be as specific and quantify as much as you can.

Some of our panel networks require phone number verification via a cell phone when registering as a member, while others require registration of an email address.
The accuracy of the information provided during registration is tied to the membership conditions, and membership is terminated if false information is identified during a survey.
We also distribute an annual survey to update registered attributes, in order to re-confirm that the registered details are correct.

8，What brand (domain) and/or app are you using with proprietary sources? Summarise, by source, the proportion of sample accessing surveys by mobile app, email or other specified means.

We do not use an app for our research panel, but we provide an easy-to-use environment that can be accessed on both smartphones and PCs.
About 70% of survey responses come from smartphones.

9，Which model(s) do you offer to deliver sample? Managed service, self-serve, or API integration?

All these above models are offered.

10，If offering intercepts, or providing access to more than one source, what level of transparency do you offer over the composition of your sample (sample sources, sample providers included in the blend). Do you let buyers control which sources of sample to include in their projects, and if so how? Do you have any integration mechanisms with third-party sources offered?

Panelists provided from the "MotheR" panel are integrated into one panel on our end to avoid duplication.
Integration with third-party sources is managed using cookies embedded in the survey screen cover when respondents take the survey.

11，Of the sample sources you have available, how would you describe the suitability of each for different research applications? For example, Is there sample suitable for product testing or other recruit/recall situations where the buyer may need to go back again to the same sample? Is the sample suitable for shorter or longer questionnaires? For mobile-only or desktop-only questionnaires? Is it suitable to recruit for communities? For online focus groups?

Our panelists are individuals from the general population who have registered and are suitable for all types of general consumer research.
Because surveys are managed with a unique ID, it is possible to administer a survey to the same members again.
Panel members can respond from either a PC or smartphone.

12，Briefly describe your overall process from invitation to survey completion. What steps do you take to achieve a sample that “looks like” the target population? What demographic quota controls, if any, do you recommend?

Surveys are randomly sent to panel members who match the demographic criteria specified by the client, such as gender, age, and region.
Assignment can be appropriately tailored to each project’s requirements.
We also conduct a variety of profiling surveys each year, including B-to-B, pets, cell phones, tobacco, finance, and lifestyle, which can be tailored to meet each project’s requirements.

13，What profiling information do you hold on at least 80% of your panel members plus any intercepts known to you through prior contact? How does this differ by the sources you offer? How often is each of those data points updated? Can you supply these data points as appends to the data set? Do you collect this profiling information directly or is it supplied by a third party?

Data held on 100% of members is based on the three attributes of gender, age, and region of residence.
The remaining data is obtained through periodic surveys to acquire attributes.
These attributes can also be used for survey targeting and can be added to survey responses when distributed.

14，What information do you need about a project in order to provide an estimate of feasibility? What, if anything, do you do to give upper or lower boundaries around these estimates?

The following information is required to provide an estimate of feasibility.
- Eligibility criteria (age, gender, region of residence)
- Sample size
- Incidence rate
- Deadline
- Survey length
- Quota details

15，What do you do if the project proves impossible for you to complete in field? Do you inform the sample buyer as to who you would use to complete the project? In such circumstances, how do you maintain and certify third party sources/sub-contractors?

We reach an agreement with the client in advance based on the feasibility and budget.
If our sample was used but the project cannot be completed, we will discuss with the client and take the following actions.
- Use of affiliated panel partners
- Relaxation of criteria and quota
- Extension of survey sampling period

16，Do you employ a survey router or any yield management techniques? If yes, please describe how you go about allocating participants to surveys. How are potential participants asked to participate in a study? Please specify how this is done for each of the sources you offer.

We do not use a survey router or any similar system.
Surveys are sent to panel members who match the demographics and survey eligibility criteria.

17，Do you set limits on the amount of time a participant can be in the router before they qualify for a survey?

Not applicable since a router is not used.

18，What information about a project is given to potential participants before they choose whether to take the survey or not? How does this differ by the sources you offer?

Members are provided with the following information before they take the survey:
- Survey title
- Length of survey
- Reward/Incentive
- Advance notice is given if it contains sensitive details
No other information is provided in advance that could affect the results of the survey.

19，Do you allow participants to choose a survey from a selection of available surveys? If so, what are they told about each survey that helps them to make that choice?

Members are provided with the following information in advance so that they can make a selection from the surveys that are sent.
- Survey title
- Length of survey
- Reward/Incentive
- Advance notice is given if it contains sensitive details

20，What ability do you have to increase (or decrease) incentives being offered to potential participants (or sub-groups of participants) during the course of a survey? If so, can this be flagged at the participant level in the dataset?

Incentives shouldn’t be changed while a survey is being conducted.

21，Do you measure participant satisfaction at the individual project level? If so, can you provide normative data for similar projects (by length, by type, by subject, by target group)?

Participant satisfaction is not measured on a per-project basis, but general satisfaction surveys are sent out periodically.
Participants can also contact us through the contact form if they have any questions.
However, based on the contracts with external providers, these results cannot be shared with clients.

22，Do you provide a debrief report about a project after it has completed? If yes, can you provide an example?

No debrief report is provided.
We can report on matters such as response time, survey duration, number of screening responses, number of main survey responses, and dropout rate, as requested by the client.

23，How often can the same individual participate in a survey? How does this vary across your sample sources? What is the mean and maximum amount of time a person may have already been taking surveys before they entered this survey? How do you manage this?

There is no limit on the number of surveys a panelist can complete.
However, a panelist can only respond to the same survey once.

24，What data do you maintain on individual participants such as recent participation history, date(s) of entry, source/channel, etc? Are you able to supply buyers with a project analysis of such individual level data? Are you able to append such data points to your participant records?

Information such as the date and time of survey responses and the date of the last response is stored with registration data.
This data is used for internal panel management and is not normally provided to the client.

25，Please describe your procedures for confirmation of participant identity at the project level. Please describe these procedures as they are implemented at the point of entry to a survey or router.

Each panelist is given a unique monitor ID, and surveys are managed and distributed using the monitor IDs.

26，How do you manage source consistency and blend at the project level? With regard to trackers, how do you ensure that the nature and composition of sample sources remain the same over time? Do you have reports on blends and sources that can be provided to buyers? Can source be appended to the participant data records?

Surveys are randomly distributed to panelists who meet the basic attribute criteria, such as gender and age, ensuring an unbiased mix of response data.
All our panelists are utilized without selection based on any specific characteristics, enabling us to preserve the generality and representativeness required for trackers.

27，Please describe your participant/member quality tracking, along with any health metrics you maintain on members/participants, and how those metrics are used to invite, track, quarantine, and block people from entering the platform, router, or a survey. What processes do you have in place to compare profiled and known data to in-survey responses?

We strive to provide a stable supply of high-quality data by not only data-cleaning the survey results each time, but also improving the quality of the original panel.
Participants who respond inappropriately to a survey or interview are checked against our criteria and registered on a blacklist.
Blacklisted participants do not receive any further surveys.

28，For work where you program, host, and deliver the survey data, what processes do you have in place to reduce or eliminate undesired in-survey behaviours, such as (a) random responding, (b) Illogical or inconsistent responding, (c) overuse of item non-response (e.g., “Don’t Know”) (d) inaccurate or inconsistent responding, (e) incomplete responding, or (f) too rapid survey completion?

Our surveys follow our own data-cleaning standards, and we deliver data after performing a quality check.
Respondents who may have provided false or fraudulent responses are controlled, and respondents with extremely short response times are automatically detected and checked periodically for anomalies.
All surveys are based on quality criteria, and suspicious responses are automatically detected, such as short responses, inappropriate responses to open-ended questions, and illogical responses.
In addition, the status of a member whose responses are found to be problematic is subject to suspension of survey distribution, as determined by our Quality Team.

29，Please provide the link to your participant privacy notice (sometimes referred to as a privacy policy) as well as a summary of the key concepts it addresses. (Note: If your company uses different privacy notices for different products or services, please provide an example relevant to the products or services covered in your response to this question).

We have a privacy policy that is available on our website.
We have obtained the Privacy Mark and comply with the requirements of the JIS standard.
https://www.cross-m.co.jp/company/policy.html

30，How do you comply with key data protection laws and regulations that apply in the various jurisdictions in which you operate? How do you address requirements regarding consent or other legal bases for the processing personal data? How do you address requirements for data breach response, cross-border transfer, and data retention? Have you appointed a data protection officer?

We have obtained the P Mark, which is a Japanese certification for the protection of personal information.
In addition, all data related to projects is stored on servers which can only be accessed internally.
Also, data containing personal information is processed in a more secure environment that only certain employees have access to.
Our online research system has high throughput and reliability due to decentralization and multiplexing.
System-wide access logs and data are backed up daily to prevent data loss.
In addition, a third-party application vulnerability assessment is conducted annually.

31，How can participants provide, manage and revise consent for the processing of their personal data? What support channels do you provide for participants? In your response, please address the sample sources you wholly own, as well as those owned by other parties to whom you provide access.

When handling personal information in a survey, we disclose the information and contact information of the company handling the information and receive responses from only those members who have consented.
A dedicated form is available for inquiries regarding personal information.
Other panel sources are handled in cooperation with the operating partners.
Panel members can manage and modify their personal data and privacy settings through their account, and are free to adjust their cookie consent.

32， How do you track and comply with other applicable laws and regulations, such as those that might impact the incentives paid to participants?

We comply with the laws and regulations in each country, and our legal department checks for compliance with the applicable laws and regulations of each country and responds when needed.

33，What is your approach to collecting and processing the personal data of children and young people? Do you adhere to standards and guidelines provided by ESOMAR or GRBN member associations? How do you comply with applicable data protection laws and regulations?

Parental consent is required for children under 16 years of age to register on the panel.
If we are commissioned to conduct a survey of children under the age of 16, we always contact the guardian and strive to have them complete the survey with their child.

34， Do you implement “data protection by design” (sometimes referred to as “privacy by design”) in your systems and processes? If so, please describe how.

To ensure thorough and comprehensive management, access to response data is restricted exclusively to system administrators through access authority settings.

35，What are the key elements of your information security compliance program? Please specify the framework(s) or auditing procedure(s) you comply with or certify to. Does your program include an asset-based risk assessment and internal audit process?

We have acquired the "Privacy Mark" in accordance with the Japanese Industrial Standards (JIS Q 15001: [Personal Information Protection Management System - Requirements]).
(Registration number: 10820271) Our program includes risk assessments for each information asset and organization, as well as an internal audit process by the audit department.

36，Do you certify to or comply with a quality framework such as ISO 20252?

Although we have not obtained certification under a quality framework such as ISO 20252, we have established a quality control policy and strive to improve quality based on our own operating and management methods.
https://www.cross-m.co.jp/company/quality/

37，Which of the following are you able to provide to buyers, in aggregate and by country and source? Please include a link or attach a file of a sample report for each of the metrics you use.

1. Average qualifying rate or completion rate (trend by month)

The completion rate is understood as the number of participants who completed the survey divided by the number of participants who started it.
However, since the incidence rate varies by project, calculating a consistent overall qualifying or completion rate is challenging.
The completion rate for participants who pass the screening part and proceed to the main survey is at least 80%.

2. Monthly trend in rate of completed paid surveys that are rejected (month/project)

It is unavailable on our end so we are unable to provide precise data, but it is assumed to be less than 1%.

3. Ratio of members/accounts deleted/quarantined, monthly trend

It is unavailable on our end so we are unable to provide precise data, but it is assumed to be less than 1%.

4. Ratio of paid completion during first three months of enrollment, monthly trend

Not Available.

5. Percentage of paid completions from smartphones, monthly trend

February 2024: 76.0%
April 2024: 76.3%
June 2024: 69.8%
July 2024 74.1%

6. Ratio of paid completions by owned/brand memberships and ratio of intercept participants, as shown in monthly trends

Not available because it varies in each project.

7. Average number of processes per member (survey attempts, screen-outs, completions), monthly trend (possibly by cohort)

Not available.

8. Average number of paid completions per member (by month) (possibly by cohort)

Not available.

9. Number of active unique participants in the last 30 days

Number of unique participants (Japan, September 2024): 1,143,991

10. Number of active unique male participants aged 18 to 24 in the last 30 days

Not available.

11. Maximum feasibility in a specific country, 7 days on site, 100% incidence, 10 minute interview

(Japan, September 2024): 646,108

12. Percentage of assignments reaching total assignment at time of delivery, trend (monthly trend)

Not available.

Monthly survey response rate:
October 2023: 12.9%
November 2023: 10.1%
December 2023: 9.6%
January 2024: 9.1%
February 2024: 10.1%
March 2024: 10.1%
April 2024: 10.0%
May 2024: 10.0%
June 2024: 9.6%
July 2024: 9.5%
August 2024: 8.5%
September 2024: 6.8%