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The earthquake that struck off the coast of Japan on March 11, 2011, was the most powerful to ever hit the country. It churned up a devastating tsunami that swept over northern cities and farmland, and set off Japan’s worst nuclear emergency—the world’s worst since Chernobyl.
JWT has begun utilizing its AnxietyIndex to understand how this disaster is impacting the lives of Japanese citizens.
Using both quantitative and qualitative data, this ongoing study aims to track the quake’s impact on culture and commerce.
By analyzing shifts in perception, values and behavior, we are seeking to develop hypotheses and insights relevant to brands in these uncertain times.This presentation, the first in a planned series, highlights findings from our first round of quantitative research.Via JWT’s global tracking project, AnxietyIndex, a quantitative survey was conducted using SONAR, JWT’s proprietary online research tool. Data was collected between April 11-22, 2011, from 502 Japanese adults aged 18-plus (AIP Global provided the sample), and the data were weighted by age.