Social Surveys

KKC maintains a nation-wide network of social survey respondents consisting of around 4,000 people of different age groups to carry out quarterly surveys on economic and social issues. The opinion trends clarified by these surveys are provided as feedback to member corporations and shared with the media for use in their reporting.

Research Survey on Trust Towards Corporations

March 19, 2020

Every year, KKC conducts an internet survey of its social network of 2,755 people living in all parts of Japan. From November-December, 2019, a survey on “Trust towards Corporations” was conducted. A total of 1,439 people responded.

79% of the respondents thought that “providing safe and reliable products, services and technologies at appropriate prices” is the most important role and responsibility of corporations. 57% believed that “responding in an appropriate manner in unexpected circumstances” is important and 54% supported companies that “establish and follow corporate values that are in line with social values”.

A high percentage of the respondents (86%) believed that companies are actually fulfilling their role of “providing safe and reliable products, service and technology at appropriate prices”.

Regarding “trust” towards corporations, 2% confirmed that they can trust corporations and 42% said they can trust corporations in general, adding up to a total of 44% who generally feel positive towards corporations. This percentage has increased for 3 consecutive years. 10% of the respondents felt generally negative towards corporations.

In order for corporations to gain greater trust, 87% believe that companies must continue to provide safe and reliable products, service and technology at appropriate prices. 55% believe it is important for companies to maintain and create job opportunities. 54% said that companies must establish and follow corporate values that are in line with social values and 52% emphasized the need for transparency and information disclosure.

In evaluating corporations, 75% said they get their information from newspapers, 70% from television, 50% from the internet and social media and 38% from magazines. 33% said they get information directly from company websites and 32% from digital media, including media websites and social media.
(see complete survey results in Japanese: https://www.kkc.or.jp/data/release/00000147-1.pdf)

Research Survey on Promoting Japan as a Tourism Oriented Country

October 31, 2018

Promoting tourism is an important pillar of Japan’s growth strategy and is key to regional revitalization. The Japanese government aims to increase the number of foreign visitors to Japan to 40 million by 2020. Of the 1,574 survey respondents, 72 % said that they would like to promote “Japan’s food culture and delicious food”, taking the opportunity of the 2020 Tokyo Olympic and Paralympic Games. 54% of respondents said that the most effective way to promote Japan’s attractiveness to the world would be via the “foreign media”. To prepare for an increase of foreign visitors, 65% of respondents thought that “better access between airports and cities are needed” and 54% believed that “training of staff and volunteers who can speak foreign languages” will be necessary.
(see complete survey results in Japanese: https://www.kkc.or.jp/data/release/00000147-1.pdf)

Research Survey on Trust toward Corporations

March 22, 2018

In this annual survey of approximately 2800 members of KKC’s internet survey network, 37% of the respondents said they feel generally positive towards corporations while 17% feel generally negative. Although the percentage of people who feel positive exceeds that of the people who feel negative, this was a drop in the generally positive sentiment towards corporations in two years. 82% of the respondents believed that “providing safe and good quality products, services and technology at reasonable prices” is the most important responsibility of corporations. 56% believed that “responding in an appropriate manner in unforeseen circumstances” is important and 53 % supported companies that “promote and follow corporate values that are in line with social values”.
(see complete survey results in Japanese: http://www.kkc.or.jp/data/release/00000141-1.pdf)

Research Survey on Internet Use and Social Networking Sites (SNS)

December 4, 2017

The survey results showed that the average time used to access the internet has doubled compared to the previous year, reaching over 4 hours a day, and smartphone users have increased. 63% of respondents use SNS to communicate and share information with their family and friends. About 50 % of respondents are interested in the SNS of corporations. 75% of respondents get information from the SNS of corporations, but only about 30 % respond to the information. Respondents requested corporations to provide more information on their products and services.
(see complete survey results in Japanese: http://www.kkc.or.jp/data/release/00000137-1.pdf)

Research Survey on Trust Towards Corporations

July 27, 2017

In this survey, more than 70% of the respondents believed that 1) good products, service and technology, 2) reliable corporate and management values and 3) high quality ethics and compliance are the 3 most important characteristics of a reliable company. Regarding M&A reports, 24% of respondents said they are aware of M&A reports and have read one before, while almost 60% said they are aware of such reports but have never read one.
(see complete survey results in Japanese: http://www.kkc.or.jp/data/release/00000133-1.pdf)