GRAND Inc. (Headquarters: Shinjuku-ku, Tokyo; President and CEO: Jin Sakagami; a Mitsubishi Estate Group company), which operates the office media "GRAND," today released a cross-tabulation report on the inclusion rate of decision-makers and influencers in the IT and security fields, based on its proprietary "GRAND Viewer Attribute Survey (n=1,036)." This report provides primary data for BtoB advertisers handling corporate IT products, including security SaaS such as Zero Trust, EDR, Identity/Access Management, SASE, and vulnerability management, showing "how many of the GRAND viewers are involved in the decision-making or selection of implementation (target inclusion rate)."

The core IT/security decision-maker/influencer group (individuals in IT, management, or corporate planning departments of companies with 101 or more employees who are involved in decision-making or selection for implementation) accounted for 13.6% of GRAND viewers, or approximately 1 in 7 people (141 individuals) (based on n=1,036).

▶ View media materials to understand the inclusion rate, challenges, decision factors, and actions of the IT/security decision-maker/influencer group: https://box.tokyo-grand.jp/p/grand/qvn5V0

▶ Media Materials: https://box.tokyo-grand.jp/p/grand/ms2607_09

▶ Inquiries and Consultation for Advertising Placement: https://tokyo-grand.jp/contact

Key Findings

IT/Security Decision-Maker/Influencer Group = 13.6% (141 individuals / approx. 1 in 7) (based on n=1,036)

Breakdown by Job Title: 7.1% are Executives (approx. 4.1 times the 1.7% of all GRAND viewers), 10.6% are Officers (approx. 3.1 times the 3.4%), and 24.1% are Department Managers (approx. 1.7 times the 13.8%). Those at the Department Manager level or higher constitute 41.8% (n=141, reference value).

The group that "holds decision-making authority and is also involved in service selection" is 51.8% (approx. 2.4 times the 21.3% of all GRAND viewers) (n=141, reference value).

85.8% of target companies make decisions through consensus among 4 or more people (4-5 people: 32.6%; 6-10 people: 26.2%; 11+ people: 27.0%. For all GRAND viewers, this is 72.5%).

The top decision-making factor for this group's switching is "security reliability" at 55.3% (compared to 48.3% for all GRAND viewers). Compatibility (53.9%) and support (53.2%) follow (n=141, reference value).

Background of the Survey

In proposals for BtoB spatial media and DOOH, the focus often tends to be on "reach scale," while quantifying "which job roles and decision-maker/influencer groups are included in that reach" has been a difficult theme. Particularly for security SaaS such as Zero Trust, EDR, identity management, SASE, and vulnerability management, implementation involves company-wide decision-making. Therefore, before placing an advertisement, it is crucial to determine "how many of the decision-maker/influencer groups we want to reach are included in that medium." GRAND cross-tabulated viewer attribute survey data (n=1,036) by department, company size, implementation involvement, and job title to visualize the inclusion rate starting from the IT/security decision-maker/influencer group, as well as their challenges, decision factors, and actions. GRAND is a medium that visualizes reach to an organization's decision-making層 through its all-screen distribution, rather than targeting specific screens.

*This report is a release of GRAND's primary survey data and is not a case study of specific companies or products.

What This Group Struggles With (Challenges to Solve)

Challenges to Solve

Target Group

Decision-Makers within Target

Promoters within Target

Average of All GRAND Viewers

Work is individualized

51.8%

49.2%

53.7%

31.1%

Labor shortage

43.3%

33.9%

50.0%

31.4%

Simple tasks take too much time

31.9%

35.6%

29.3%

21.9%

Acquiring new customers/expanding sales

31.2%

37.3%

26.8%

18.4%

Decision-making takes time

30.5%

28.8%

31.7%

22.1%

Information sharing takes time

29.8%

33.9%

26.8%

20.1%

Running costs are high

27.0%

23.7%

29.3%

14.6%

Business digitalization is not progressing

27.0%

32.2%

23.2%

19.8%

*Target group n=141 / Decision-makers n=59 / Promoters n=82 are small samples = reference values (trends). Multiples are relative to the average of all GRAND viewers. "Decision-makers" refers to executives, officers, and department managers, including those with decision-making authority and those involved in selection. See attached report for details.

"Decision Factors for Implementation" for This Group - Security is Number 1

Decision Factors for Switching/Implementation

Target Group

Decision-Makers within Target

Promoters within Target

Average of All GRAND Viewers

High security reliability

55.3%

49.2%

59.8%

48.3%

High compatibility with existing systems and services

53.9%

59.3%

50.0%

39.4%

Robust support system

53.2%

52.5%

53.7%

43.8%

Easy-to-understand operation (UX/UI)

49.6%

45.8%

52.4%

37.2%

Reduced running costs

48.9%

52.5%

46.3%

47.8%

Solves challenges that cannot be solved with existing tools

42.6%

44.1%

41.5%

41.4%

*Target group n=141 / Decision-makers n=59 / Promoters n=82 = reference values (trends). Multiples are relative to the average of all GRAND viewers. For decision-makers, "compatibility" is 59.3% and for promoters, "security" is 59.8% as the top factor.

What This Group Does "After Learning" About Something New

Actions After Learning New Information

Target Group

Average of All GRAND Viewers

Ratio to Overall Average

Share on internal chat tools

41.1%

21.8%

Approx. 1.9x

Inform supervisor or colleagues verbally

32.6%

20.3%

Approx. 1.6x

Discuss in meetings or morning assemblies

31.2%

18.4%

Approx. 1.7x

Request staff to consider implementation

30.5%

13.5%

Approx. 2.3x

Request materials / Inquire

28.4%

13.8%

Approx. 2.1x

*Target group n=141 = reference value (trends). Multiples are relative to the average of all GRAND viewers. Internal sharing at least once a week is 87.2% (approx. 1.5 times the 58.4% of all GRAND viewers), and sharing with management/officers is 28.1% (approx. 1.8 times the 15.8%).

▶ View media materials for details on which groups are reached and to what extent (inclusion rate x challenges x decision factors x actions): https://box.tokyo-grand.jp/p/grand/qvn5V0

▶ Media Materials: https://box.tokyo-grand.jp/p/grand/ms2607_09

▶ Inquiries and Consultation for Advertising Placement: https://tokyo-grand.jp/contact

[Reinforcement] Triggers for Review and Contact Points with GRAND

The top triggers for the target group to review systems are "contract renewal" (55.3%), "price revision" (51.8%), and "organizational change/personnel transfer" (51.1%). Being the first thought that comes to mind during the sporadically occurring renewal period is key, and repeated awareness through all-screen distribution serves as preparation. Actions after viewing the advertisement include "searching for product or company names online" (45.2% compared to 24.6% for all GRAND viewers), "accessing the official website/LP" (38.5% compared to 21.0%), and "requesting materials or inquiring" (20.0% compared to 13.8%) (n=135, based on those who saw the advertisement). This group also shows a high sensitivity to new IT/security technologies, with 40.4% using generative AI to gather business information (approx. 1.9 times the 21.0% of all GRAND viewers).

In BtoB SaaS advertising cases, including security and IT domains, brand lift averages around +35%, and reach to security/IT infrastructure levels is around 23-28%. "Because security is a theme that concerns all employees, GRAND is chosen in this field because its all-screen distribution can deliver simultaneous awareness to both decision-makers and general employees."

*Figures from verification cases are aggregated values and levels from BtoB SaaS advertising cases including security and IT domains. Company names and individual company figures of advertisers and brands are not disclosed, and details of each case will be provided in case reports.

Survey Overview

Item

Details

Survey Name

GRAND Viewer Attribute Survey (Aggregated from GRAND viewers out of the Office Building Life Survey)

Survey Organizer

GRAND Inc. (Proprietary Survey)

Sample Size

n=1,036 (GRAND viewers out of the original survey N=2,071)

Respondents

GRAND Viewers

Definition of Target Group

Information Systems, Management/Corporate Planning Departments x Companies with 101+ Employees x Decision-making authority or involvement in selection for new system/service implementation (self-reported). Among them, Decision-Makers = Executives, Officers, Department Managers and above (n=59), Promoters = Section Managers and below (n=82).

Inclusion Rate

13.6% (141 individuals / approx. 1 in 7)

Figures from Verification Cases

Aggregated values from brand lift surveys of BtoB SaaS advertising cases including security and IT domains (company names and individual figures not disclosed).

Survey Period

January 2026 *To be replaced with confirmed notation before distribution [Confirmation Required]

Survey Company

*Survey Company (to be replaced after confirmation) [Confirmation Required]

*Percentages for target group, decision-maker group, and promoter group are based on small samples of n=59 to n=141 and are reference values (trends). The inclusion rate (13.6%) is based on n=1,036. Multiples are all calculated from aggregated values before rounding, relative to the "average of all GRAND viewers." Please refer to the attached cross-tabulation report for details.

Inquiries and Media Materials

▶ Media Materials: https://box.tokyo-grand.jp/p/grand/ms2607_09

▶ Inquiries and Consultation for Advertising Placement: https://tokyo-grand.jp/contact

Future Outlook

GRAND will continue to expand its installations, primarily in central Tokyo, by transforming underutilized spaces into new mass media. Through the release of primary data like this report, we will continue to provide advertisers with the ability to understand "which groups will be reached and to what extent" before placing advertisements.

Company Profile

Company Name: GRAND Inc. (Mitsubishi Estate Group)

Location: Yotsuya Yasuda Building 6F, 3-3-1 Yotsuya, Shinjuku-ku, Tokyo 160-0004

President and CEO: Jin Sakagami

Business Activities: Operation of office media "GRAND"

URL: https://tokyo-grand.jp/

FACT BOX

  • Source: PR TIMES
  • Category: Survey結果