Biden House Launches New Survey Solution for Inbound Tourists in Japan

pHmedia, a retail media company co-founded by PPIH (the operator of Don Quijote) and Hakuhodo (Headquarters: Tokyo, Representative Director: Satoshi Kimishima), and Biden House (Headquarters: Tokyo, Representative Director: Kento Ishizaki) have announced the joint provision of an "In-store Survey Solution for Inbound Tourists." This service directly collects and analyzes the voices of shoppers at Don Quijote stores, which are highly popular destinations for inbound tourists.

## Background of Solution Development

### Lack of "Judgment Criteria" for Inbound Strategy
Currently, many consumer goods manufacturers are accelerating their investment in the inbound market. However, in strategy formulation, they face the challenge of a lack of "judgment criteria for inbound strategy," such as whether their brands are truly appealing to foreigners.

Furthermore, traditional online surveys have made it difficult to collect data including the "heat of the field," such as real purchase motives during trips and competitor comparisons at the store.

### Don Quijote as the "Front Line" of Inbound Tourism
Meanwhile, PPIH achieved 174.2 billion yen in annual tax-free sales, the highest in the domestic retail industry for the fiscal year ending June 2025, and maintains a store visit share of 24.7%, making it a sightseeing spot for inbound tourists.

In a demand exploration survey conducted prior to the official launch, it was revealed that 96% of Don Quijote visitors had already decided to visit before arriving in Japan.

Against this backdrop, pHmedia, which specializes in in-store promotions at Don Quijote, and Biden House, which has high-level research capabilities to elucidate global consumer insights, have teamed up to build a survey solution that combines "the field" with "analysis."

## Three Features of This Survey Solution

1. Fresh Insight Collection Capturing the "Moment of Shopping"
The survey is conducted at Don Quijote stores, a destination for inbound tourists. By interviewing customers during the exact moments they pick up products or just before they line up at the register, the service extracts "genuine opinions" that cannot be obtained through post-purchase retrospective surveys.

2. Multilateral Verification Linked with Competitor Comparison and Store Expansion
Through pHmedia, which offers menus utilizing PPIH's store fronts, it is possible to deploy shelves where the products to be surveyed are actually displayed during the survey period. This allows for surveys that closely resemble real consumer experiences, covering everything from product package evaluation to communication effectiveness.

3. Deep Communication via Multilingual Investigators
The service dispatches investigators capable of handling multiple languages to overcome language barriers and encourage detailed responses. It summarizes not only simple multiple-choice answers but also deep insights from open-ended responses into a report, offering hints for future actions.

## Overview of Services: In-store Survey Solution for Inbound Tourists

- Name: In-store Survey for Inbound Tourists at Don Quijote Inbound Stores
- Target: Manufacturers of food, beverages, daily necessities, beauty products, etc. (marketing, sales, inbound business departments, etc.)
- Survey Contents: Tablet-based/face-to-face interviews by multilingual investigators
- Output: Marketing insight report based on survey results