Viagate Co., Ltd.
Started joint verification of “Improving the quality of marketing research using gaze data”
……
[Image: https://prtimes.jp/i/116494/7/resize/d116494-7-7507876ae001b6cf37e1-0.png&s3=116494-7-6088dd19a415107a5126d6f4d0a7ac8d-930×151.png] Neo Marketing Co., Ltd. (Shibuya-ku, Tokyo, stock code 4196, Representative Director: Mitsunobu Hashimoto, hereinafter referred to as “Neo Marketing”) and Via Gate Co., Ltd. (Shibuya-ku, Tokyo, Representative Director: Morio Shimosaki, hereinafter referred to as “Via Gate”) are clients of both companies. In response, with the aim of providing high-quality marketing research, we will begin an initiative that utilizes Neomarketing’s research data analysis knowledge and Viagate’s biometric data (gaze data) measurement technology.
Through this initiative, we aim to provide an unprecedented survey service by measuring response attitudes from biometric data and studying the relationship with response content.
This initiative plan
l Conducting questionnaires using gaze data
(verification)
・Did you carefully read the question text, options, concept statement, presented images, etc. before answering?
・Is there consistency between line of sight and response data? l Implementation of UIUX survey (interview) using gaze data
(verification)
・Is there a consistency between the line of sight and the
operation/evaluation of the site/app?
Outcome goals for this initiative
l Detection of fraudulent answers using biometric data
l Utilization for visibility evaluation of packages, shelves, etc. l Utilization for UIUX survey (interview)
Neo Marketing and Viagate will continue to conduct PoC (proof of concept) based on the above plan.
Please note that plans and initiatives may change depending on the verification results.
Through this initiative, we aim to dramatically improve the quality and value of marketing research.
Neo Marketing Co., Ltd.
Location: Yomeishu Building 11F, 16-25 Nanpeidai-cho, Shibuya-ku, Tokyo Representative: Representative Director Mitsunobu Hashimoto
Capital: 84.72 million yen
Business content: Marketing support business
URL: http://www.neo-m.jp/
Viagate Co., Ltd.
Address: Ninomiya Building R140, 18-4 Sakuragaoka-cho, Shibuya-ku, Tokyo Representative: Moriaki Shimosaki, Representative Director and President Capital: 116.6 million yen
Business content: Development and operation of the insight survey platform “Emomil”
and marketing support business
Corporate URL: https://www.viagate.com/
Emomil Research URL: https://research.viagate.com/
*Due to joint release, duplicate distribution may occur. Please note. More details about this release:
https://prtimes.jp/main/html/rd/p/000000007.000116494.html