GRAND Inc. (Headquarters: Shinjuku-ku, Tokyo; President and CEO: Jin Sakagami; Mitsubishi Estate Group), which operates the office media "GRAND," today released a cross-tabulation report on the inclusion rate of decision-making participants in the sales and marketing domains, based on its proprietary "GRAND Viewer Attribute Survey (n=1,036)." This report provides BtoB advertisers handling products for sales and marketing departments, such as SFA, CRM, MA, and sales enablement, with primary data showing "how many decision-making or selection participants are included among GRAND viewers (target inclusion rate)." The core management, sales, and marketing decision-making participants (individuals involved in decision-making or selection for the introduction of products/services in companies with 101 or more employees, within management/corporate planning, sales/sales planning, or marketing departments) accounted for 15.1% of GRAND viewers, or approximately 1 in 7 people (156 individuals) (based on n=1,036).

▶ View media materials to understand the inclusion rate, challenges, decision factors, and actions of decision-making participants in management, sales, and marketing: https://box.tokyo-grand.jp/p/grand/7MkRRG

Key Findings

Decision-making participants in management, sales, and marketing = 15.1% (156 individuals / approx. 1 in 7) (based on n=1,036)

Job Title Breakdown: Executive class 15.4% (approx. 4.6 times the 3.4% of all GRAND viewers) - Top management 6.4% (approx. 3.7 times the 1.7% of all viewers) - Department manager class 26.3% (approx. 1.9 times the 13.8% of all viewers). Department managers and above accounted for 48.1% (n=156, reference value).

Individuals who "have decision-making authority and are also involved in service selection" accounted for 50.6% (approx. 2.4 times the 21.3% of all GRAND viewers) (n=156, reference value).

84.6% of target companies make decisions through consensus among 4 or more people (4-5 people 29.5% / 6-10 people 28.8% / 11+ people 26.3%. For all GRAND viewers, this is 72.5%) (n=156, reference value).

Background of the Survey

In proposals for BtoB spatial media and DOOH, the focus tends to be on "reach scale," while "which job roles and decision-making participants are included in that reach, and in what proportion" has been a difficult theme to quantify. Particularly for products aimed at sales and marketing departments, such as SFA, CRM, MA, and sales enablement, the proportion of "decision-making participants we want to reach" included in the media is a key factor before placing an advertisement. GRAND cross-tabulated viewer attribute survey data (n=1,036) by department, company size, involvement in introduction, and job title to visualize the inclusion rate starting from decision-making participants in management, sales, and marketing, as well as their challenges, decision factors, and actions. GRAND is a media that visualizes reach to organizational decision-makers through its all-location distribution, rather than targeting specific locations.

*This report is a release of primary survey data from GRAND and is not a case study of a specific company or product.

What are the challenges faced by this group (problems to solve)?

Problems to Solve

Target Group

Decision-Makers within Target

Promoters within Target

Average for All GRAND Viewers

Work is individualized

39.1%

37.3%

40.7%

31.1%

Decision-making takes time

34.0%

29.3%

38.3%

22.1%

Labor shortage

31.4%

32.0%

30.9%

31.4%

Acquisition of new customers/sales expansion

30.1%

34.7%

25.9%

18.4%

Retention of existing customers/improvement of repeat purchase rate

30.1%

30.7%

29.6%

15.3%

Time spent on simple tasks

29.5%

37.3%

22.2%

21.9%

Digitalization of operations is not progressing

28.8%

32.0%

25.9%

19.8%

High employee turnover rate

20.5%

14.7%

25.9%

15.3%

*Target group n=156 / Decision-makers n=75 / Promoters n=81 are small samples = reference values (trends). Multiples are relative to the average for all GRAND viewers. "Decision-makers" include those with decision-making authority as well as those involved in selection, such as top management, executives, and department managers. For details and all options, refer to the attached report.

"Decision Factors" for this group

Decision Factors for Switching/Adoption

Target Group

Decision-Makers within Target

Promoters within Target

Average for All GRAND Viewers

Robust support system

50.0%

53.3%

46.9%

43.8%

Reduction in running costs

46.2%

45.3%

46.9%

47.8%

Solves problems that existing tools cannot

44.9%

37.3%

51.9%

41.4%

High compatibility with existing systems and services

44.2%

48.0%

40.7%

39.4%

High security reliability

42.3%

49.3%

35.8%

48.3%

Reduces workload and time

36.5%

38.7%

34.6%

40.8%

*Target group n=156 / Decision-makers n=75 / Promoters n=81 = reference values (trends). Multiples are relative to the average for all GRAND viewers. Decision-makers tend to prioritize "support, security, and compatibility," while promoters prioritize "problem-solving and cost."

How this group acts "after learning about something"

Actions After Learning About New Information

Target Group

Average for All GRAND Viewers

Ratio to Overall Average

Discuss in meetings or morning assemblies

36.5%

18.4%

Approx. 2.0x

Communicate verbally to superiors or colleagues

35.9%

20.3%

Approx. 1.8x

Share via internal chat tools

35.3%

21.8%

Approx. 1.6x

Request staff to consider adoption

27.6%

13.5%

Approx. 2.0x

Request materials/inquire

21.8%

13.8%

Approx. 1.6x

*Target group n=156 = reference value (trends). Multiples are relative to the average for all GRAND viewers. 91.7% share internally at least once a week (approx. 1.6 times the 58.4% of all GRAND viewers), and 33.3% share with management/executives (approx. 2.1 times the 15.8% of all viewers).

▶ View details on which groups and how many are reached (inclusion rate x challenges x decision factors x actions) in the media materials: https://box.tokyo-grand.jp/p/grand/7MkRRG

Survey Overview

Item

Details

Survey Name

GRAND Viewer Attribute Survey (compiled from the Office Building Lifestyle Survey, focusing on GRAND viewers)

Survey Sponsor

GRAND Inc. (Proprietary Survey)

Sample Size

n=1,036 (GRAND viewers from the original survey of N=2,071)

Respondents

GRAND viewers

Definition of Target Group

Management / Corporate Planning, Sales / Sales Planning, Marketing Departments x Companies with 101+ employees x Decision-making authority or involvement in selection for new system/service introduction (self-reported). Decision-makers within this group = Top management, executives, department managers and above (n=75), Promoters within this group = Section managers and below (n=81).

Inclusion Rate

15.1% (156 individuals / approx. 1 in 7)

Questions Included in Analysis

Problems to solve / Decision factors for adoption / Actions after learning / Frequency of internal sharing / Advertising exposure and post-exposure actions (including multiple responses)

Survey Period

January 2026

Survey Company

Macromill, Inc.

*Percentages for target group, decision-makers, and promoters are based on small samples of n=75 to n=156 and are reference values (trends). The inclusion rate (15.1%) is based on n=1,036. Multiples are all calculated from aggregated values before rounding, relative to the "average for all GRAND viewers." For details and the distribution of all options, please refer to the attached cross-tabulation report.

Inquiries and Media Materials

▶ View media materials and cross-tabulation report: https://box.tokyo-grand.jp/p/grand/ms2607_09

▶ Inquiries regarding advertising placement: https://tokyo-grand.jp/contact

Future Outlook

GRAND will continue to transform underutilized spaces into new mass media and expand its installations, primarily in central Tokyo. Through the release of primary data like this report, we will continue to provide advertisers with the ability to understand "which groups and how many will be reached" before placing advertisements.

Company Profile

Company Name: GRAND Inc. (Mitsubishi Estate Group)

Location: 6F, Yotsuya Yasuda Bldg., 3-3-1 Yotsuya, Shinjuku-ku, Tokyo 160-0004

President and CEO: Jin Sakagami

Business Activities: Operation of office media "GRAND"

URL: https://tokyo-grand.jp/

FACT BOX

  • Source: PR TIMES
  • Category: Survey結果