GRAND Inc. (Headquarters: Shinjuku-ku, Tokyo; President and CEO: Jin Sakagami; Mitsubishi Estate Group), which operates the office media "GRAND," today released a cross-tabulation report on the penetration rate of decision-making involvement in the manufacturing and development DX sector, based on its proprietary "GRAND Viewer Attribute Survey (n=1,036)." This report aims to show BtoB advertisers handling manufacturing DX products such as production management, MES, IoT/predictive maintenance, PLM, FA, industrial cloud, and on-site DX, the "proportion of GRAND viewers who are involved in the decision-making or selection of implementation (target penetration rate)" and the "depth of decision-making" of that segment, using primary data. The core decision-making involvement segment for manufacturing and development DX (individuals in manufacturing/production, research/development, or management/corporate planning departments of companies with 101 or more employees, who are involved in decision-making or selection of implementation) accounts for 9.3% of GRAND viewers, or approximately 1 in 11 people (96 individuals), with 50.0% of them being at the department manager level or higher (based on n=1,036).

▶ View media materials to understand the penetration rate, challenges, decision criteria, and actions of the decision-making involvement segment for manufacturing and development DX: https://box.tokyo-grand.jp/p/grand/5l9xEj

▶ View media materials and cross-tabulation report: https://box.tokyo-grand.jp/p/grand

▶ Inquiries and consultation for advertising placement: https://tokyo-grand.jp/contact

Key Findings

Decision-making involvement segment for manufacturing and development DX = 9.3% (96 individuals / approx. 1 in 11) (based on n=1,036)

Job title breakdown: Executives 10.4% (approx. 6.0 times the overall GRAND viewer average of 1.7%), Senior Management 14.6% (approx. 4.3 times the overall average of 3.4%), Department Managers 25.0% (approx. 1.8 times the overall average of 13.8%). Department managers and above account for 50.0% (n=96, reference value).

"Individuals with decision-making authority and involvement in service selection" account for 60.4% (approx. 2.8 times the overall GRAND viewer average of 21.3%) (n=96, reference value).

83.3% of target companies make decisions through consensus of 4 or more people (4-5 people 32.3% / 6-10 people 24.0% / 11+ people 27.1%. Overall GRAND viewers 72.5%) (n=96, reference value).

Weekly contact of 1 day or more with GRAND (EV in-monitor advertising) for this segment is 89.6%, and advertising trust (total) is 67.7% (overall GRAND viewers 49.1%) (n=93, reference value).

Background of the Survey

When proposing BtoB spatial media and DOOH, the focus often tends to be on "reach scale," while "how many people of which job types and decision-making involvement levels are included in that reach" has been a difficult theme to quantify. Particularly in manufacturing DX, such as production management, MES, IoT, and PLM, implementation involves company-wide capital investment decisions spanning on-site operations, IT, and management. Therefore, before placing an advertisement, it is crucial to determine "how many of the decision-making involvement levels we want to reach are included in that medium." GRAND has cross-tabulated its viewer attribute survey (n=1,036) by department, company size, implementation involvement, and job title, visualizing the penetration rate starting from the decision-making involvement segment for manufacturing and development DX, as well as the challenges, decision criteria, and actions of that segment. GRAND is not a medium that targets specific screens, but rather a medium that visualizes reach to the decision-making layers of organizations through its all-screen distribution.

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

What This Segment is Struggling With (Challenges to Solve)

Challenges to Solve

Target Segment

Decision-Makers within Target

Promoters within Target

Overall GRAND Viewers Average

Work is dependent on individuals

44.8%

45.8%

43.8%

31.1%

Labor shortage

34.4%

33.3%

35.4%

31.4%

Information sharing takes time

33.3%

35.4%

31.2%

20.1%

Digitalization of operations is not progressing

33.3%

31.2%

35.4%

19.8%

Lack of coordination with other departments

32.3%

33.3%

31.2%

21.0%

Simple tasks take too much time

30.2%

33.3%

27.1%

21.9%

Decision-making takes time

29.2%

29.2%

29.2%

22.1%

Acquisition of new customers / Sales expansion

29.2%

31.2%

27.1%

18.4%

*Target segment n=96 / Decision-makers n=48 / Promoters n=48 are small samples = reference values (trends). Multiples are relative to the overall GRAND viewer average. "Decision-makers" refers to executives, senior management, and department managers and above, including those with decision-making authority and those involved in selection. See attached report for details.

"Decision Criteria" for This Segment - Compatibility, Cost, Security

Decision Criteria for Switching/Implementation

Target Segment

Decision-Makers within Target

Promoters within Target

Overall GRAND Viewers Average

High compatibility with existing systems and services

49.0%

50.0%

47.9%

39.4%

Lower running costs

49.0%

54.2%

43.8%

47.8%

High security reliability

47.9%

50.0%

45.8%

48.3%

Easy to understand operation (UX/UI)

46.9%

39.6%

54.2%

37.2%

Solves challenges that cannot be addressed by existing tools

44.8%

45.8%

43.8%

41.4%

Robust support system

39.6%

47.9%

31.2%

43.8%

*Target segment n=96 / Decision-makers n=48 / Promoters n=48 = reference values (trends). Multiples are relative to the overall GRAND viewer average. For decision-makers, "cost" at 54.2% is the top criterion, while for promoters, "ease of operation" at 54.2% is the top criterion, indicating different appeals for those who decide and those who manage the process.

What This Segment Does "After Learning" About New Information

Actions After Learning New Information

Target Segment

Overall GRAND Viewers Average

Ratio to Overall Average

Share on internal chat tools

38.5%

21.8%

Approx. 1.8x

Communicate verbally to superiors and colleagues

37.5%

20.3%

Approx. 1.9x

Discuss in meetings or morning assemblies

30.2%

18.4%

Approx. 1.6x

Request staff to consider implementation

26.0%

13.5%

Approx. 1.9x

Request materials / Inquire

25.0%

13.8%

Approx. 1.8x

*Target segment n=96 = reference value (trends). Multiples are relative to the overall GRAND viewer average. Weekly internal sharing of 1 day or more is 89.6% (overall GRAND viewers 58.4%), and sharing with management/executives is 34.4% (approx. 2.2 times the overall average of 15.8%).

▶ View details on which segments are reached and to what extent (penetration rate x challenges x decision criteria x actions) in the media materials: https://box.tokyo-grand.jp/p/grand/5l9xEj

Triggers for Review and Contact Points with GRAND

The top triggers for the target segment to review systems are "contract renewal" at 53.1%, "organizational changes/personnel transfers" at 49.0%, and "price revisions" at 47.9%. Being the first thought that comes to mind during the suddenly occurring renewal period is key, and repetitive awareness through all-screen distribution serves as preparation. Actions after viewing the advertisement include "searching for product or company names on the web" at 45.2% (overall GRAND viewers 24.6%), "accessing the official website/LP" at 36.6% (overall 21.0%), and "requesting materials or inquiring" at 20.4% (overall 13.8%) (n=93, based on those who saw the advertisement). It is also known that this segment has a high sensitivity to new manufacturing DX technologies, with 33.3% using generative AI to gather business information (approx. 1.6 times the overall GRAND viewer average of 21.0%). Furthermore, in BtoB SaaS advertising case studies, awareness lift is at an average level of approximately +35%. "Because manufacturing DX is a theme that involves everything from the shop floor to management, GRAND is chosen in this field because its all-screen distribution can simultaneously deliver awareness to decision-makers and on-site personnel."

*Figures for proven case studies are aggregated values and levels from BtoB SaaS advertising case studies. Company names of advertising companies and brands, as well as individual company figures, are not disclosed, and details of each case study will be provided in the case study report. [Confirmation required: Verification of latest BLS figures]

Survey Overview

Item

Content

Survey Name

GRAND Viewer Attribute Survey (compiled from the Office Building Life Style Survey, GRAND viewers only)

Survey Organizer

GRAND Inc. (Proprietary Survey)

Sample Size

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

Respondents

GRAND Viewers

Definition of Target Segment

Manufacturing/Production, Research/Development, Management/Corporate Planning departments x Companies with 101+ employees x Decision-making authority or involvement in selection of new system/service implementation (self-reported). Decision-makers within this segment = Executives, Senior Management, Department Managers and above (n=48), Promoters within this segment = Section Managers and below (n=48).

Penetration Rate

9.3% (96 individuals / approx. 1 in 11)

Survey Period

January 2026

Survey Company

Macromill, Inc.

*Percentages for target segment, decision-makers, and promoters are based on small samples of n=48 to n=96 and are reference values (trends). The penetration rate (9.3%) is based on n=1,036. Multiples are all calculated from aggregated values before rounding, relative to the "overall GRAND viewer average." See attached cross-tabulation report for details.

Inquiries and Media Materials

▶ View media materials and cross-tabulation report: https://box.tokyo-grand.jp/p/grand

▶ Inquiries and consultation for advertising placement: https://tokyo-grand.jp/contact

Future Outlook

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

Company Profile

Company Name: GRAND Inc. (Mitsubishi Estate Group)

Location: 6F Yotsuya Yasuda Bldg., 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