_What happens around us?
5 / 31 . 2002
TOKYO, JAPAN, May 2002 — Tokyo-headquartered Asatsu-DK Inc. (ADK) has established
a local subsidiary in Europe to offer online research services utilizing the proprietary
“KNOTs,” Internet-based research system developed and run by ADK. The
new subsidiary, KNOTs Europe B.V., will offer simultaneous online research services
in six European countries.
• Profile of KNOTs Europe B.V.
KNOTs Europe B.V., headquartered in Holland and headed by CEO Ken’ichiro
Omori, was established in July 2001 as a wholly owned subsidiary of the Asatsu-DK
local subsidiary Asatsu Europe Holding. With capital of E250,000 and five employees,
the new company began promoting subscriptions to its online research system, which
can be simultaneously accessed in six European countries (United Kingdom, Germany,
France, Italy, Spain, and Holland). Aiming at signing up 30,000 subscribers within
the year, the company has already secured 15,000 members. Revenues of ¥80
million are anticipated within the year, and several inter-country research orders
have already been obtained. Sales for fiscal 2003 are expected to reach ¥300
• Partnership with Continental Research, proven professionals with a reputation
for reliable analysis
As a source of clients, KNOTs Europe expects to receive orders from Asatsu-DK’s
corporate clients and locally is receiving the support of Asatsu Europe B.V.,
the wholly owned subsidiary of KNOTs Europe B.V.’s parent company, Asatsu
Europa Holding. In addition, through a partnership with Continental Research Corporation,
the UK subsidiary of Arbitron, Inc., the research company ranked 13th in the world,
KNOTs Europe is working to strengthen its aggregate analysis capacity and aims
to obtain orders from specialized research companies in the United States and
• The significance of building a Pan-European research network
Even for leading high-profit corporations tracking consumer and user trends, when
it comes to operating overseas, differences in culture and trade practices emerge.
With the users out of sight, developing and marketing products with high demand
potential can be a real challenge.
In the European Union, which consists of a large number of countries with different
peoples and languages, simultaneously carrying out surveys aimed at identifying
overall consumer trends and country-by-country differences at a single point in
time is several times more expensive and time consuming than carrying out surveys
Since the introduction of KNOTs services in Japan in 1997, the services offered
by KNOTs Europe have attracted more than 1,000 orders for full surveys with strict
demand criteria from over 100 leading corporate clients of all kinds. Based on
Japan KNOTs services, which are highly regarded and trusted, KNOTs Europe can
now carry out uniform-quality surveys on consumers in six European countries —
simultaneously, swiftly, and cheaply.