"Tired of AI Research Already?" mct Inc. x Hatena Co., Ltd. to Co-Host Seminar on April 17th. Proposing a 2026 Marketing Research Workflow that Differentiates with Primary Information
mct Inc. and Hatena Co., Ltd. are co-hosting a webinar on April 17, 2026, titled "Tired of AI Research Already?" The seminar will propose a 2026 marketing research workflow that emphasizes the use of primary information, such as raw customer voices and on-site insights, to differentiate from competitors in an era where AI tools enable quick generation of "decent reports." It will cover practical applications of AI persona tools and AI interview analysis to gather and leverage primary data effectively.
📋 Article Processing Timeline
- 📰 Published: April 3, 2026 at 00:06
- 🔍 Collected: April 2, 2026 at 19:36
- 🤖 AI Analyzed: April 17, 2026 at 07:55 (348h 18m after Collected)
We are pleased to announce that mct Inc. (Head Office: Chuo-ku, Osaka; Representative Director: Hideaki Shirane; hereinafter "mct"), which supports human-centered design and CX management, and Hatena Co., Ltd. (Head Office: Nakagyo-ku, Kyoto; Representative Director and President: Yoshiaki Kurisu; hereinafter "Hatena"), which develops content platforms and B2B marketing support, will co-host a webinar on Friday, April 17, 2026, titled "Tired of AI Research Already? | A 2026 Marketing Research Workflow that Differentiates with Primary Information."
*For seminar details and registration, please click here:
■ Background of the Seminar
With the rapid spread of AI tools, we have entered an era where anyone can quickly create a "decent report." However, the output generated by AI often relies on the average of existing data, and limitations are beginning to emerge in differentiating from competitors and gaining strong insights that can drive organizations.
What excellent marketers are now paying renewed attention to are "raw customer voices" and "enthusiasm from the field" – in other words, primary information, which AI cannot replace. In this seminar, we will reveal the latest research workflow for 2026, incorporating the expertise of both companies, on how to effectively utilize AI as an efficient tool while collecting and analyzing primary information and elevating it into unique strategies.
■ Session Content
【SESSION 1】
Primary Information Becomes a Marketer's Weapon
Speaker: Takeshi Sato (Executive Officer / Strategist, mct Inc.)
We will unravel why AI-only research is "uninteresting." We will explain four perspectives for grasping customers' inner thoughts, behaviors, and moments of decision, and the importance of qualitative research gained from over 20 years of practice.
【SESSION 2】
Mastering AI Personas
Speaker: Saori Kameda (Senior Researcher, mct Inc.)
Practical application techniques for the AI persona tool "Synthetic Users." We will share know-how to improve the quality of pre-research and dramatically enhance the accuracy of primary information collection.
【SESSION 3】
In the Age of AI, "Listen Deeply" - The Power of N1 Narratives Drives Organizations and Creates Competitive Advantage
Speaker: Yu Igarashi (toitta Business Manager, Hatena Co., Ltd.)
From the perspective of "toitta," an AI interview analysis SaaS, how to bridge the "last mile of insights" that AI cannot fill. We will propose a new N1 interview process utilizing AI.
■ Recommended for people who:
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Are using AI research tools but feel unsatisfied with the quality of the output.
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Want to more effectively utilize primary information, such as interviews, for organizational decision-making.
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Want to integrate the latest marketing research methods into their company's workflow.
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Want to understand the concrete operational image of AI personas and AI interview analysis.
■ Event Overview
Date & Time: Friday, April 17, 2026, 12:00 – 13:00
Format: Online (Zoom)
Participation Fee: Free
Organizers: mct Inc. / Hatena Co., Ltd. (Co-hosted)
■ Speaker Profiles
Takeshi Sato (Executive Officer / Strategist, mct Inc.)
For over 20 years, he has participated in hundreds of projects across various industries to explore the inner minds of people. He pursues research centered on "how to interpret humans."
Saori Kameda (Senior Researcher, mct Inc.)
After working as a copywriter, she joined mct in its early stages. She extracts insights from behavioral observation and depth interviews, and supports corporate decision-making through CX visualization.
Yu Igarashi (toitta Business Manager, Hatena Co., Ltd.)
After participating in the launch of new businesses as an engineer and gaining experience in qualitative research, he now leads "toitta," an AI-powered interview analysis SaaS.
■ Company Overview
【mct Inc.】 A consulting firm that supports corporate customer value creation and business growth, focusing on human-centered design and CX management. Has a proven track record in a wide range of areas including service design, product development, and CX measurement/improvement. URL：https://mctinc.jp/
【Hatena Co., Ltd.】 Develops platforms for individuals, content marketing support for businesses, and "toitta," an AI-powered interview analysis SaaS, using "knowing," "connecting," and "expressing" as keywords. URL：https://hatenacorp.jp/
■ Seminar Details & Registration
You can confirm seminar details and register on the following site.