Development of a Tool to Input Japan's Largest Panel Survey Data into Generative AI, Performing Analysis to Derive Strategic Hypotheses

Intage Co., Ltd. (Headquarters: Chiyoda-ku, Tokyo; President & CEO: Ayumu Higaki; hereinafter referred to as Intage) has developed a tool that uses its group's vast panel survey data—including the Retail Panel Survey (SRI+®) covering approximately 6,000 stores nationwide, the Consumer Panel Survey (SCI®) of approximately 70,000 consumers nationwide, and reviews/ratings from the shopping app "CODE"—as input data, and utilizes generative AI to perform analysis and derive marketing strategy hypotheses.

This tool's features include enabling analysis and consumer profiling with simple settings, starting from understanding the current status of categories and brands in the consumer goods market. It also allows generative AI to interpret the obtained analytical data to swiftly infer and derive structural summaries, multiple insights, and strategic hypotheses.

Initially, within our customer support departments, it will be utilized for planning proposals and discussions with clients, enabling speedy issue identification based on facts and the construction of multifaceted hypotheses, thereby contributing to supporting clients' decision-making and implementation of measures.

■ Overview of the Generative AI Analysis and Marketing Strategy Derivation Tool

【Main Functions】

1. Brand Analysis (Brand Performance Analysis, Customer Structure Analysis, Review Analysis)

2. Generative AI Marketing Planning (By Analysis Theme / Comprehensive Marketing Planning Function)

3. Profiling Analysis

4. Category Analysis Function

※Functions ③ and ④ are scheduled for additional development and implementation by June 2026.

【Data Used】

Name	Overview
SCI® (National Consumer Panel Survey)	This is data accumulated from daily shopping information continuously collected from 70,000 consumers aged 15-79 nationwide.
SCI Profiler (Consumer Values Survey)	A large-scale annual survey conducted once a year for SCI survey respondents. It contains rich profile information focused on life and consumption values.
SRI+® (National Retail Store Panel Survey)	Retail store sales data estimated from sales performance of approximately 6,000 stores nationwide, representing overall domestic sales.
CODE Reviews/Ratings	Reviews and ratings posted by actual purchasers on "CODE," a shopping app operated by our group company, Research & Innovation, with 300,000 MAU.

■ Features of This Tool

This tool combines the following four elements to suppress hallucinations (incorrect answers), a common issue with generative AI usage, and enable the rapid derivation of highly valid analysis summaries backed by evidence, multiple insights, and marketing strategy hypotheses.

1. Data mart structure optimized with generative AI utilization in mind

2. Analysis steps based on Intage's unique expertise

3. Structured prompt design by our analysts

4. Overwhelming reduction in output creation time through pre-aggregation and generative AI utilization (*)

※As an example, the time required for 'customer structure analysis' is about 1/20th compared to previous processes.

【Tool Screen (Excerpt)】

■ Future Development

Leveraging the knowledge and know-how gained through the development and operation of this tool, we are also considering its expansion as an external service. Specifically, we will explore integration into our panel data provision system, collaboration with various data held by clients, and even external AI agents. By maximizing Intage's data assets, which have market representativeness and high reliability, through generative AI, we aim to enhance our capabilities for supporting customer marketing decision-making in the medium to long term and contribute to our clients' marketing activities.

【Intage Co., Ltd.】

Intage Co., Ltd. was founded in 1960. As the Intage Group, in addition to the marketing research/insight business, which is Asia's No. 1*, we also operate a marketing solutions business, comprehensively supporting the marketing activities of domestic and international companies and organizations with our overseas bases in 9 countries. Under the business vision of 'Create Consumer-centric Values,' we aim to realize the happiness of consumers by supporting client companies through deep consumer understanding and advanced data utilization.

*Based on ESOMAR's Global Top-50 Insights Companies 2025 (based on consolidated group sales).

【Intage Group】

(Tokyo Stock Exchange Prime Market, Securities Code: 4326)

Since its founding in 1960, the Intage Group has collected, processed, and analyzed various data, providing it to clients with unique insights. We have supported their decision-making. As a partner to our clients, we stand by their 'questions,' combining consumer understanding and technology to guide their 'next move.'

【Inquiries regarding this matter】

■ Intage Co., Ltd. Data Management Division, Service DX Department, Representatives: Iino / Miyakoshi

【Inquiries from the press】

■ Intage Co., Ltd. Public Relations Representatives: Shimokawahara / Mizuguchi

TEL: 03-5294-6000