[AI Persona Analysis Case Study] Understanding How Chilled Coffee is Chosen with CotoEL ~AI Persona Analysis of Usage and Selection Intent~

In the chilled coffee market, consumer choices are expanding due to an increase in the number of products and the diversification of purchase channels. On the other hand, while surveys can capture usage rates and satisfaction levels, it can be difficult to understand the background of behavior, such as 'why it is chosen,' 'in what situations it is used,' and 'how it is differentiated from other products.'

MyVoice Communications, Inc. (Chiyoda-ku, Tokyo) offers an AI persona interview function in its 'AI Analysis Tool CotoEL,' which analyzes survey data. In CotoEL's persona analysis, AI personas are generated based on the attribute information and response data of actual survey respondents. Through interviews with the generated personas, it is possible to delve into the values, behavioral backgrounds, and reasons for choices of consumers that are difficult to grasp from response data alone. Compared to actual in-depth interviews, this allows for repeated hypothesis verification in a shorter period and at a lower cost, leading to the extraction of insights and hypothesis construction that are not visible from survey results alone. This case study is an analysis example conducted based on our own survey data and is intended to introduce an image of how CotoEL can be used.

●Analysis Steps ① Persona Creation Using CotoEL's persona analysis function, we created an analysis case study targeting chilled coffee brand users. The target was set as users of 'Mount Rainier,' which had the highest consumption rate within the past year in our own survey 'Survey on Drinking Chilled Coffee (13th)' conducted last November, and an AI persona was generated. ・Mount Rainier user (Female, 30s, lives in Saitama Prefecture, office worker, lives alone)

② Persona Interview We conducted an interview with the above AI persona regarding the actual usage and selection intentions of the brand. Usage scenarios and behavioral processes (when, where, and how it is incorporated) Reasons for choice and decision criteria (what criteria are used to choose, and what is the deciding factor) Degree of loyalty and how it is compared (is it chosen in advance each time, or is it often compared on the spot?) Conditions for non-selection and substitution (in what situations is it not chosen, and what is it substituted with?) Organizing the role of the target (what kind of existence is it for the user?)

●Analysis Results Actual usage and selection intentions of the target brand users As a result of the analysis using the AI analysis tool 'CotoEL,' it was suggested that for the subject of this case study, the brand is positioned not as an everyday coffee, but as a 'reward for a hard day's work' or a 'special cup for a change of pace.' Furthermore, it was observed that it is chosen as a small luxury to treat oneself after work or during relaxation time on holidays, and there was a tendency for 'authentic taste,' 'balance with sweetness,' and 'sense of security' to be valued. On the other hand, there was also a tendency for it to be substituted with other beverages when trying to save money or when not in the mood for a sweet drink.

[Figure 1] Positioning of the target brand (how it is chosen and decision criteria) [Figure 2] Scenarios where the target brand is not chosen (non-selection conditions and substitutes)

●CotoEL Service Site For function introduction and free trial of the AI analysis tool 'CotoEL,' please visit: https://cotoel.myvoice.jp/info *You can check the details of functions useful for understanding consumers and discovering insights, such as survey analysis and AI persona interviews.

●Use Cases for CotoEL's AI Persona Interviews In AI persona analysis, through interviews with AI personas generated from survey response data, it is possible to consistently carry out everything from understanding consumers to product development and concept evaluation. ・STEP1 | Understanding Consumers and Product Selection Reasons Organize in what situations products and services are used and what criteria are used to choose them. ・STEP2 | Extracting Needs Organize the anxieties and discomforts felt by users, and discover hints for improvement and latent needs. Also, by understanding ideal functions and states, it is possible to explore directions for new product development and improvement. ・STEP3 | Concept Evaluation Evaluate the concept of a product or service, and grasp its appeal, usage intention, and points for improvement.

●Full Output of CotoEL Persona Analysis [AI Persona Analysis Case Study] Understanding How Chilled Coffee is Chosen with CotoEL ~AI Persona Analysis of Usage and Selection Intent~ URL: https://www.myvoice.co.jp/cdl/DLmvcCotoEL260608 *You can view the full text of the AI persona analysis case study (PDF format)

<Contact Information> MyVoice Communications, Inc. (Contact: Maruyama) ml.cotoel_form@myvoice.co.jp

─────────────────────────────────────────── <Company Overview> MyVoice Communications, Inc. [Location] 5th Floor, Eiyo Building, 3-17-11 Kanda Nishiki-cho, Chiyoda-ku, Tokyo [Established] July 1999 [Capital] 161.83 million yen (including capital reserve) [Representative] President and Representative Director Shintaro Shimizu [Business] Internet surveys, offline surveys, text mining, survey database, AI analysis tools [Company HP] https://www.myvoice.co.jp/ *MyVoice Communications is a research company of the Itochu Group, primarily focused on internet surveys.