NTT DX Partner Launches "N1-AI for Virtual Product Mall" to Deeply Understand Consumer Voices with Quantitative Survey Sample Sizes and Qualitative Survey Depth

　

　NTT DX Partner Inc. (Shinjuku-ku, Tokyo, President and CEO Takashi Abe, hereinafter NTT DX Partner) will begin offering "N1-AI for Virtual Product Mall," a service that collects customer voices deeply and effortlessly by combining AI and human capabilities to generate promising hypotheses for new product development in a short period, starting April 2026.

　This service enables AI interviewers to deeply explore consumers' concerns and the life contexts behind their desires, allowing for the proposal and validation of product ideas on the spot.

1. Background of Service Provision

[Limitations of Traditional Qualitative and Quantitative Surveys in New Product Development]

　Many companies' product development teams face the following challenges in market research:

• Qualitative (interview) surveys are costly and time-consuming, making them difficult to conduct casually.

• Even with high costs and effort, they do not necessarily lead to quality improvement.

• Quantitative surveys secure a large sample size (N), but only yield superficial responses.

• Even after research, discussions stall with questions like "So what?" or "Who would buy that?"

　Traditionally, to solve these issues, it was necessary to go through a multi-month phased process of "Uncovering insights through N1 interviews" → "Developing product concepts" → "Verifying concepts through venue testing."

　NTT DX Partner aims to "ensure the quality of hypotheses (product concepts) without increasing effort" and developed "N1-AI for Virtual Product Mall" by combining AI and human capabilities to resolve this trade-off.

2. Service Features

[Feature 1: Grasping Consumer Lifestyles and Consumption Behaviors Broadly]

　AI systematically collects not just demographic information but also daily purchasing behavior, usage scenarios, concerns, and values. It accurately captures the context of life where concerns and desires arise, such as "who," "when," and "why they buy."

[Feature 2: AI Automatically Detects "Superficial Answers" and Generates Deep-Dive Questions]

　If the AI determines an answer to be abstract or superficial, it automatically generates follow-up questions like "Why did you feel that way?" or "Compared to what did you feel that way?" It probes deeper by asking comparative questions or changing the angle of inquiry, rather than accepting shallow feedback.

[Feature 3: Simultaneously Realizes "N1 Interview (Discovery)" and "Concept Survey (Verification)" - Previously Separate Processes]

　The service not only interviews consumers about their concerns but also allows the AI to generate and propose "virtual product ideas" to solve those concerns on the spot. Since insight discovery (abstract) and idea verification (concrete) are completed within the same session, it can be leveraged for product development as consistent insights, such as "the reason why people with this value responded to this idea."

3. Service Overview

[Research Flow]

[Research Fee]　STEP 01-06: 550,000 JPY (excluding tax)

[Implementation Period]　Approximately 1 month

[Example of AI Interview Output]

　We conducted an AI interview (n=14) independently in the confectionery category, and the following interview results and product ideas were generated.

▼ Example (Excerpts from interview results: See separate document)

• Interviewee: 36 years old, male, business professional

• Interview Summary: My most frequently purchased snack is a certain product, which I often eat while working or commuting on the train. I reach for it when my concentration wanes or for a change of pace. The rich, luxurious flavor and the balance with the biscuit are excellent. After consumption, I feel relaxed and freed from pressure, but as it's too sweet for daily consumption, I desire a premium line with a stronger cacao flavor.

• Proposed Idea: "Cacao Retreat" to "Smoothly Switch and Refresh"

• Proposed Idea Attractiveness Rating: "Moderately Attractive"

--Example of AI Deep-Dive QA for Attractiveness Rating--

Q: Please tell me the reason for selecting this idea/image.

A: Because the psychological situation differs between morning and night, I can achieve optimal mood change by eating chocolate with the appropriate sweetness for each situation.

Q: To further improve this idea, are there any points for improvement or additional features?

A: Clearly indicate information about flavor, aroma, and cacao content on the package.

Q: When would you like to use this product?

A: At the start of work and before bedtime.

Q: Please tell me the reason.

A: As a "motivation switch" and for "sleep relaxation effect."

4. Expectations from Companies Introducing "Virtual Product Mall"

　[Sapporo Breweries Ltd.]

　We conducted a new product development workshop with consumers using the Virtual Product Mall last year, and identified challenges such as "improving the questioning power of the generated AI as a basis" and "improving the accuracy of participant recruitment." We have been discussing service improvements with NTT DX Partner.

With the introduction of the new features, we feel these challenges can be resolved, leading to even higher quality workshops this year. We have high expectations from an efficiency perspective as well.

　[Marusan-Ai Co., Ltd.]

　Last year's workshop was very meaningful, and we realized the high quality in drawing out participants' voices. On the other hand, there were times when we felt, "If this were further strengthened, it might elicit even more honest opinions."

　We understand that this update has improved the design to make it less likely for participants to "put on a front." We believe the accuracy of analysis and application to product development based on the gathered voices will further increase, so we intend to actively utilize it in future planning.

5. Invitation for Limited Trial for 10 Companies

　To commemorate the launch of "N1-AI for Virtual Product Mall," we will conduct an early trial for 10 companies only. Interested companies, please register from the application page below. We will contact you sequentially.

　Trial Benefit: 450,000 JPY (excluding tax) instead of the usual 550,000 JPY (excluding tax)

　Application: https://mk.virtual-product-mall.com/N1AI

6. Inquiries Regarding This Matter

　NTT DX Partner Inc.

　Inquiry Form: https://mk.virtual-product-mall.com/#contact

Appendix: Example of AI Interview Output