DigiInnovation Inc. and Daiko Co., Ltd. Jointly Develop New Method "Public Insights" to Design Future Business Growth

DigiInnovation Inc. (Headquarters: Suginami-ku, Tokyo; President & CEO: Tomohiro Ito) is pleased to announce that, in collaboration with Daiko Co., Ltd. (Headquarters: Minato-ku, Tokyo; President & CEO: Yasuo Izumi), it has developed a new marketing methodology called "Public Insights" that drives mid-to-long-term business growth for companies by combining consumers' authentic voices with societal changes.

1. Background of Development: Limitations of Traditional "Customer Insights"

In today's era of information overload and diversifying values, traditional marketing optimized solely based on "customer insights (originating from expectations for products/services)" makes it difficult for brand messages to reach consumers and customers, and harder to foster long-term empathy.

Amidst this, an increasing number of companies feel the need for "themes that generate empathy" and "consistent, unified messages" that require a long-term commitment, rather than just planning short-term campaigns.

On the other hand, analyzing and gaining insights from the vast amount of consumers' authentic voices reveals that the "influence of major societal shifts" due to changes in social structures is strongly reflected at the root of individual dissatisfactions and expectations.

To solve these common challenges faced by both "individuals" and "companies," we recognized the need to redefine insights. Consequently, we have jointly developed "Public Insights," a new framework that re-examines individual voices within the broader societal context to design future value.

2. Overview of the New Methodology "Public Insights"

Public Insights is an approach that verbalizes the "unspoken feelings (hidden true intentions)" shared by the public as a whole, including customers, companies, society, and media.

If traditional customer insights focus on "expectations for products/services" and generate immediate effects by understanding and meeting those expectations, Public Insights aims to "verbalize the unspoken feelings of society as a whole to bring about empathy."

In an era of exploding information and diversifying values, many consumers and customers are facing uncertainty and opacity.

Through "Public Insights," by questioning the status quo and how to approach it, we can generate a strong sense of "They understand me!" leading to sustained effects. As a result, it leads to the creation of "loyal customers" who enthusiastically support the brand.

This approach has the following three characteristics:

① Discovering Market Opportunities from the GAP between "New Realities" and "Old Norms"

Identify the discrepancies (GAP) between irreversible changes in society and external environments, and the existing habits consumers continue out of inertia. Extract the unresolved dissatisfactions and anxieties arising here as "Public Insights."

② Standardization of Insight Discovery through Dialogue between AI and Humans

Leveraging DigiInnovation's strength in data x AI implementation, standardize the process of extracting insights from big data of consumer/customer voices. By training generative AI, "Public Insight Cards" are produced in a timely manner, and these are combined with human insight and dialogue to elevate them into valuable themes.

③ Designing "Future Habits" and Scenario Planning

Design "future habits" based on the derived insights. In doing so, scenario analysis is conducted to ensure robust strategies that are effective even in uncertain environments. Specifically, multiple future scenarios are envisioned based on anticipated changes in the external environment, and how Public Insights will be established and accepted in each scenario is mapped out.

3. Image of Extracting and Utilizing Public Insights (Rest & Travel Category)

For example, extracting Public Insights for the Rest & Travel category yields the following:

Old Norm:

Rest is "off-time" separated from productivity, for recovering the mind and body.

New Reality:

Due to the spread of social media, society has transformed to demand "meaning" and "results" even during rest time.

Public Insight Derived from the GAP:

A "society lacking in whitespace, where rest is impossible," where the mind is constantly awaiting output even when the body is resting.

Connection to Future Themes and Strategic Deployments:

By verbalizing the above Public Insight, it leads to the creation of mid-to-long-term business themes and concrete measures, such as broadcasting brand messages that fully affirm "doing nothing," or planning retreat programs that allow for true disconnection from digital devices.

4. Feedback from Pilot Trials and Future Development

This methodology has already been implemented and practiced in practical trial projects themed around "household chores" and "wellness" with marketing-advanced companies (e.g., daily goods manufacturers).

It has been highly evaluated by companies that wish to "provide new value by verbalizing vague societal changes that consumers/customers themselves are not yet aware of, rather than just selling products." It is beginning to be utilized as a framework for reviewing mid-term management plans and exploring new business concepts.

Contact Us HerePlease contact us from here if you are interested in Public Insights.

5. Comment from Tomohiro Ito, President & CEO of DigiInnovation Inc.

I am deeply honored to have had the opportunity to develop "Public Insights" together with the team at Daiko Co., Ltd.

At DigiInnovation Inc., our mission is to co-create a future where human will and intelligence merge with digital technology to generate infinite value. We aim to utilize digital technologies, including AI, not merely as efficiency tools, but as "societal sensors" to discover seeds of insight from big data of consumer voices, including their dissatisfactions.

By harmonizing the overwhelming power of digital with human insight and dialogue that discusses "what kind of society we want to create and what value we want to bring," we will design new marketing value and "future habits" together with Daiko.

About DigiInnovation Inc.

Advocating "Dialogue, Digital, Innovation," we are a professional firm aiming for a "future where will and intelligence merge with digital, and value is born infinitely" through data x AI utilization strategy formulation, new business development support, and marketing advancement.

- Representative Director: Tomohiro Ito

- Website: https://www.diginnovation.co.jp

- Established: November 13, 2025 - Location: Suginami-ku, Tokyo

Contact for Inquiries Regarding This Matter

DigiInnovation Inc.

Public Relations Department

contact@diginnovation.co.jp

Inquiry Form

Keywords: Marketing, PR, AI, Insights, Daiko, DigiInnovation, DX, Big Data, Co-creation