Allied Architects Launches "Unreached Customer Capture Package" to Visualize Unreached Customers with CEPs Listening®︎ and Directly Link to Marketing Measures

Allied Architects Inc. (Headquarters: Shibuya-ku, Tokyo; President & CEO: Masato Muraoka; Securities Code: 6081; hereinafter "the Company"), which designs marketing communications with the power of data and creativity and supports corporate Marketing AX, has begun offering the "Unreached Customer Capture Package." This package aims to visualize unreached customers, who are essential for business growth, from VOC data and provide end-to-end support from insight generation to the execution of specific marketing measures.

This package leverages a data team with practical marketing experience. By combining CEPs Listening®︎ (※1) surveys and asking surveys (※2) utilizing the data platform "Kaname.ax®︎," it enhances the resolution of unreached customers and supports new target audience approaches from target definition to the execution of specific measures.

■ Background and Challenges

For companies to achieve sustainable growth, in addition to deepening relationships with existing customer segments, expanding into new customer segments is indispensable. However, while companies have a deep understanding of their existing customers, they often lack sufficient data to build hypotheses for new targets. This can lead to insights into unreached customers being biased by experience and intuition, making it difficult to improve hypothesis accuracy. Furthermore, challenges such as a lack of resources for market research aimed at acquiring new targets, or traditional surveys providing only market trends and movements without the user insights necessary for communication design, are frequently observed.

To solve these challenges, the Company has developed the "Unreached Customer Capture Package," which visualizes unreached customers using VOC data through the data platform "Kaname.ax®︎" and provides end-to-end support up to the execution of measures.

■ Service Overview

This package utilizes the data platform "Kaname.ax®︎" to conduct CEPs Listening®︎ from in-house customer survey data and VOC (Voice of Customer) data (※3) on social media. By comparing the value perceived by existing customers with market recognition and discourse, it clarifies which CEPs should be strengthened and which should be expanded. This enhances the resolution of unreached customers and supports everything from setting marketing challenges to proposing and executing actionable measures.

■ Three Unique Features for Capturing Unreached Customers

1. All data team members have practical marketing experience

Members with over 10 years of practical experience in brand promotion support, establishment of in-house media and marketing organizations, and planning/operation of SNS campaigns are responsible for analysis. The design is reverse-engineered from marketing challenges, not just for survey purposes, and provides actionable insights based on real-world experience.

2. Unreached customer analysis utilizing VOC data

UGC (User Generated Content) on social media and e-commerce site review data are analyzed using the Company's data platform "Kaname.ax®︎." By analyzing these VOC data, including competitors, the gap between the value perceived by existing customers and market recognition/discourse is visualized.

3. Calculation of target scale combined with asking surveys

By combining persona selection and market size calculation through asking surveys with the identification of micro-insights through listening surveys, both quantitative and qualitative analyses are performed. This makes it possible to develop actionable measure proposals.

Furthermore, unreached customers are systematically analyzed in three stages: CEPs (※4) of direct competitors in the entire category, CEPs of indirect competitors in adjacent categories, and target interests (communities). This enables the construction of Who/What and the calculation of market size. This deepens the understanding of not only existing customers but also potential customer segments.

■ Unique Analysis Method for Visualizing Unreached Customers

This package systematically visualizes unreached customers by progressively analyzing the CEPs/CExPs (※5) of direct competitors in the entire category and indirect competitors in adjacent categories, starting from the CEPs of existing customers.

First, by analyzing the CEPs of existing customers, combinations of situations and experiential values that are strengths of the company are identified. Then, by analyzing the CEPs/CExPs of direct competitors in the entire category, CEPs that can capture market share from competitors are explored. Subsequently, by analyzing the CEPs/CExPs of indirect competitors in adjacent categories, CEPs that can acquire new customers from outside the category are discovered, and target interests (communities) are analyzed.

This series of analysis processes clarifies the company's position relative to competitors, potential triggers for unreached customers, and the customer profile and appeal content to approach.

■ 3-Step Support Flow (from Who/What definition to measure execution)

Step 1: CEPs Listening®︎ Survey (Category Hypothesis Construction)

Based on consumer voices and market voices, the CEPs of existing customers, competitors, and categories are comprehensively structured.