Where is the 'Reason I Really Want to Buy'? Capturing the True Trigger to Materialize Marketing Initiatives

Cross Marketing Inc. (Headquarters: Shinjuku-ku, Tokyo; President and CEO: Miki Igarashi; hereinafter 'the Company') will hold a seminar on Thursday, June 25.

Details and Registration:
https://www.cross-m.co.jp/seminar/20260625

■ Seminar Content

Identifying the 'true triggers' that influence purchase intent and satisfaction is not easy.

For example, the reasons customers give for purchasing—such as 'good performance,' 'convenient,' or 'like the design'—are diverse and vary from person to person. Furthermore, these reasons are complexly intertwined. As a result, it is not uncommon to focus on the wrong reasons, leading to off-target initiatives.

In this seminar, we will introduce a new approach to marketing initiatives that combines:

1. 'DirectLiNGAM,' which identifies the true triggers.

2. 'Light Depth,' which utilizes AI to deeply draw out specific feelings and situations.

*DirectLiNGAM is a causal discovery algorithm that automatically estimates the direction of cause and effect (causality) between variables from data.

■ New Approach Introduced in This Seminar

[Step 1] DirectLiNGAM

Mathematically calculating slight biases and fluctuations in response data to uncover the 'true trigger' of a purchase, this method structurally identifies the sequence of events—'what triggered what.' There is no need to build a model based on the analyst's prior assumptions; objective facts can be revealed through simple questions alone.

[Step 2] Light Depth

Increasing the resolution of the 'feelings and situations' behind the trigger. For the identified 'true trigger,' this tool digs deep into 'what exactly that means' using free-text survey responses. Because the AI flexibly asks additional follow-up questions tailored to the customer's response, it can quickly gather specific scenes and psychology as if interviewing hundreds of customers simultaneously.

*'Light Depth' is a registered trademark of Cross Marketing Inc. (Trademark Registration No. 7007867)

*Details on Light Depth:
https://www.cross-m.co.jp/service/marketing-research/light-depth

■ Introduction to Results of Independent Survey: 'Verifying the True Intentions Surrounding EV (Electric Vehicle) Purchases'

Using the results of a survey of 500 people nationwide on 'whether they want to buy an EV next,' we will introduce actual analysis results showing how the 'customers' true anxieties and expectations' hidden behind superficial answers about performance were linked.

■ Program

- The Pitfalls of Customer Understanding: To avoid being deceived by superficial words (15 minutes)
- Technology to identify customer 'triggers' and dig deep into 'true intentions' using AI (15 minutes)
- Case Study (Real-life scenes determining customer purchases revealed through the EV survey) (10 minutes)
- Q&A (5 minutes)

■ Recommended For

- Those who want to create new product plans or PR initiatives that capture customers' true intentions (insights)
- Those struggling to accurately capture 'causes (causality)' in research
- Those who want to connect survey results to more specific, high-resolution marketing initiatives
- Those with challenges regarding 'sample size' or 'cost and lead time' in qualitative research

■ Event Overview

Name: Where is the 'Reason I Really Want to Buy'? Capturing the True Trigger to Materialize Initiatives
Date and Time: Thursday, June 25, 2026, 14:00 - 15:00
Format: Online seminar via Zoom, advance registration required *Viewing URL will be sent the day before.
Participation Fee: Free
Details and Registration: https://www.cross-m.co.jp/seminar/20260625
*We may decline participation from competing companies.

Going forward, the Company will continue to provide marketing research and marketing solutions suited to needs as a marketing partner for customers while incorporating various methods.

[Company Profile]
Company Name: Cross Marketing Inc. https://www.cross-m.co.jp/
Location: Tokyo Opera City Tower 24F, 3-20-2 Nishi-Shinjuku, Shinjuku-ku, Tokyo
Established: April 1, 2003
Representative: Miki Igarashi, President and CEO
Business Description: Marketing research business, consultation related to marketing research

■ Contact for Inquiries Regarding This Release
Cross Marketing Inc. Seminar Secretariat
seminar@cm-group.co.jp