[Product Force Co., Ltd.] Releases advanced case report on overseas research x AI
*Product Force Co., Ltd.*
Press release: September 4, 2024
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Publish advanced case report on overseas research x AI
*AI x Research, introducing case studies of 6 overseas companies* Product Force Co., Ltd. (Headquarters: Shibuya-ku, Tokyo,
Representative Director and CEO: Hiroki Hamaoka, hereinafter referred to as Product Force), which provides the user interview platform “Uni Research”, is marketing Applications Co., Ltd. (Headquarters: Shibuya-ku, Tokyo, Representative Director: Takenaka) In collaboration with Tsukasa (hereinafter referred to as Marketing Applications), we investigated advanced cases of overseas research x AI.
* Background of advanced case report *
AI, which is evolving day by day and being used in various fields, is creating new value one after another in the research field.
The use of AI is poised to revolutionize research services, in line with the growing need for visualization of consumer insights and more sophisticated and faster data analysis.
In this report, we report on examples of AI utilization by global players overseas, and we hope to use this report to predict the future of research x AI that may occur in Japan as well as the future of research services as a whole.
Classification of AI utilization
In order to understand the “research x AI trends” of global players, we have categorized them into the following three categories and selected examples.
・Digital cloning of answer panel
An approach that uses virtual thinking models generated by AI to replace answers given by real humans. If we can achieve high response accuracy, we can produce results that far exceed conventional surveys in terms of time and cost. Additionally, it is now possible to collect responses from rare targets, which were difficult to obtain in the past, potentially resolving the dilemma of the number of panels and response quality.
・Acquisition and expansion of research skills
An approach in which AI assists researchers in producing higher results, or assists researchers to compensate for their lack of skills and know-how. We provide strong support by providing suggestions for research design and data insight and analysis.
・Automation of research operations
An approach where AI replaces various operations that traditionally took a lot of time and resources. A way to get results faster. Unlike the aforementioned capacity expansion, the purpose is to improve efficiency.
Examples of AI utilization
* ・Digital cloning of answer panel*
*Evidenza*
Evidenza creates synthetic people, detailed virtual models of a brand’s target audience, without the need for response data from real people. By conducting interviews, market insights can be generated in real time. This approach allows you to overcome the slowness, high cost, and lack of flexibility of traditional market research .
*PersonaPanels*
A service that provides synthetic responders (artificial respondents synthesized by AI). Leverage machine learning to create virtual users that mimic specific population segments.
They are designed to mimic a particular population segment (e.g., a particular age group, geographic region, occupation, etc.). These responders use machine learning techniques to collect information on the internet and develop their interests so that they exhibit behaviors and preferences similar to the real-world target group. Kantar, one of the world’s leading market research companies, has conducted research with the aim of evaluating the quality and usefulness of synthetic samples (artificial answers synthesized by AI) using AI technology. The section is open to the public.
At present, synthetic samples have not completely replaced human panels, and there are limitations in certain questions and subgroup analyses, but on the other hand, synthetic samples can be used to complement human samples. The company believes that its use will increase, and that it aims to generate more accurate synthetic samples by fine-tuning the model using proprietary datasets.
・Researcher function expansion
* Maze*
Maze is a platform that supports user research and product testing. We provide various functions that support researchers using AI
technology.
Ask the perfect question
Maze’s “Ask the perfect”
“questions” feature helps researchers and product teams create effective survey questions and get insightful and actionable answers. For example, in order to refine the “order and flow of questions,” questions may be arranged in a logical order, and to avoid response bias, questions may be structured in such a way that respondents are not led to a specific answer. It helps us collect accurate and unbiased data.
We will help researchers avoid mistakes when designing survey questions.
Dynamic follow-up that digs for more insights Maze’s “Dynamic follow-up that digs for more
insights is a feature that automatically generates additional questions based on a user’s initial answers to gain deeper insights. As users complete surveys and tests, questions are dynamically adjusted, providing more flexible and interactive feedback than a fixed set of questions.
Improve the quality of your surveys by responding to user responses in real time.
* Dovetail｜Magic*
Dovetail is a platform that helps you collect, analyze, and manage user research and feedback. The “Magic” function uses AI collaboration to suggest important points for researchers based on the results of interview surveys. Accurate and instant time-stamped summaries of video calls, shorten calls with respondents to the best moments and highlights, automatically search key moments of video calls with suggested topics, ask questions, summarize, and more Assist
researchers in their interpretation.
・Automation of research operations
* ATLAS.ti*
ATLAS.ti is a tool for qualitative data analysis. Automate data coding and theme extraction using AI. Analyze a variety of data including text, audio, images, and videos to quickly gain insights and significantly reduce the workload of researchers.
*SurveySparrow*
Automatically analyze survey response data collected in real time. It instantly visualizes data trends and patterns, reducing manual labor for researchers. It also automatically generates detailed reports. Reports include visual data displays using graphs and charts, freeing researchers from the task of creating reports. Customizable report templates are also provided, allowing you to tailor reports to your specific needs.
* summary*
Research x AI is an area in which many companies are already working on it and transformation is progressing rapidly. Many services are already beyond the experimental stage and are expected to expand domestically in the future. Although there are not many cases where commercial use has started, not only existing research companies but also start-up companies are entering the field, and it is possible that innovative services will be born through trial and error in the future.
General incorporated association
The Japan Marketing Research Association’s 49th Management Business Survey found that domestic marketing research companies have management issues such as “difficult recruitment,” “lack of
researchers,” “high labor costs,” and “overtime issues/work style reform.” Human resource issues are often cited.
With the shortage of human resources being raised as an urgent issue, AI should support researchers as a good partner in resolving human resource issues.
On the other hand, it is expected that an environment will be created that will make it easier for small and medium-sized companies, which have previously had difficulty actively engaging in research, to try it out, and the range of research will expand.
Company/service overview
* ■Product Force Co., Ltd.*
Location: Shibuya-ku, Tokyo
Representative: Representative Director and CEO Hiroki Hamaoka Established: January 2023
Business content: Development and operation of user interview platform “Uni Research”
URL: https://productforce.co.jp/
* ■About unii Research, one of the largest user interview platforms in Japan * UniResearch is one of the largest user interview platforms in Japan that enables customer research through user interviews “as soon as the same day and at less than 1/10 of the traditional research cost.” Through its services, UNY Research provides an environment where companies can easily conduct user interviews, and supports the increase in customer-oriented products and services in the world. Companies can conduct interviews for a minimum amount of 5,000 yen per person. The number of users is 1,920 companies, and the total number of matches exceeds 36,000, making it one of the largest user interview services in Japan. (As of May 2024)
One of the largest user interview platforms in Japan “Unii Research”
* ■Marketing Applications Co., Ltd. * URL: https://mkt-apps.com/ Established: May 26, 2022
Location: 16th floor, Link Square Shinjuku, 5-27-5 Sendagaya, Shibuya-ku, Tokyo Capital: 100 million yen
Representative Director: Tsukasa Takenaka
Business content: Marketing research platform, data management tools/software, system solutions
Service page: https://surveroid.jp/