Convenience store bento boxes are used daily for their ease and convenience, but some people express concerns such as "I worry about the health aspects" and "I feel they are expensive."

Furthermore, while surveys can identify satisfaction levels and points of dissatisfaction, it can be difficult to grasp the underlying reasons for that dissatisfaction or how it leads to changes in behavior.

MyVoice Communications Inc. (Chiyoda-ku, Tokyo) offers an AI persona interview function within its "AI Analysis Tool CotoEL (Kotol)." This tool analyzes survey data.

CotoEL's persona analysis generates AI personas based on the attributes and response data of actual survey respondents.

By interviewing these generated personas, it's possible to delve deeper into consumers' values, dissatisfactions, and the background of their decision-making, which are difficult to grasp from response data alone. Compared to actual in-depth interviews, hypothesis testing can be repeated in a shorter period and at a lower cost, leading to the extraction of insights and hypothesis building that are not easily visible from survey results alone.

This case study is an analysis based on our company's independent survey data and introduces how CotoEL can be utilized.

● Analysis Steps

1 Persona Creation

Using CotoEL's persona analysis function, we set the target persona as convenience store bento box users (multiple times a week) and created a persona.

- Convenience store bento box user (Male, 50s, residing in Shizuoka Prefecture, working in delivery/transportation, living alone)

* The name and image of the persona displayed in this case study are generated/processed information to clearly illustrate the analysis content and do not represent real individuals.

2 Persona Interview

Interviews were conducted with the above AI persona regarding dissatisfaction and improvement needs for convenience store bento boxes.

Usage status of convenience store bento boxes

Points of dissatisfaction with convenience store bento boxes

When dissatisfaction occurs, why it's problematic, and how it's dealt with

Priority areas for improvement

Strength of dissatisfaction and its impact on usage decisions

● Analysis Results

According to the analysis by the AI analysis tool "CotoEL," for the subjects in this case study, convenience store bento boxes are positioned as "an indispensable part of daily meals." While their convenience and taste are highly rated, dissatisfaction was expressed regarding "nutritional/health aspects," "portion size/volume," and "quality/freshness."

Specifically, regarding "nutritional/health aspects," to compensate for the lack of vegetables and the strong flavors, users purchase salads and beverages, which ultimately increases costs. In some cases, they were observed to be considering switching to other stores or services.

[Figure 1] When dissatisfaction occurs, why it's problematic, and how it's dealt with

[Figure 2] Strength of dissatisfaction and its impact on usage decisions

● CotoEL Service Site

Learn more about the functions of the AI analysis tool "CotoEL" and sign up for a free trial here:

https://cotoel.myvoice.jp/info

* You can find details on functions useful for understanding consumers and discovering insights, such as survey analysis and AI persona interviews.

● Main Use Cases for CotoEL's AI Persona Interviews

AI persona analysis, through interviews with AI personas generated from survey response data, can be utilized in various scenarios, from understanding consumers to developing and improving products/services, and evaluating concepts.

Understanding Consumers and Usage Status

Organize how products and services are used, and the values and daily lives in which they are chosen.

Understanding Reasons for Selection and Decision Criteria

Delve into what criteria are used for selection and what aspects are decisive.

Extracting Dissatisfaction, Discomfort, and Improvement Needs

Organize the dissatisfaction and discomfort felt by users, leading to hints for improvement and discovery of latent needs.

Planning New Products and Services

Explore directions for new product development and service improvement by understanding ideal functions, states, and expected value.

Concept Evaluation

Evaluate product/service concepts to understand their appeal, intention to use, and areas for improvement.

● Full Output of CotoEL Persona Analysis Here

[AI Persona Analysis Case Study]

Understanding Dissatisfaction and Improvement Needs with Convenience Store Bento Boxes Using CotoEL

URL: https://www.myvoice.co.jp/cdl/DLmvcCotoEL260630

* You can view the full AI persona analysis case study (in PDF format).

<Contact Information for this Matter>

MyVoice Communications Inc. (Contact: Maruyama)

ml.cotoel_form@myvoice.co.jp

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<Company Overview>

MyVoice Communications Inc.

【Location】 Sakaeha Building 5F, 3-17-11 Kanda Nishikicho, Chiyoda-ku, Tokyo

【Established】 July 1999

【Capital】 161.83 million yen (including capital reserve)

【Representative】 Shintaro Shimizu, President and Representative Director

【Business】 Internet surveys, offline surveys, text mining, survey databases, AI analysis tools

【Company HP】 https://www.myvoice.co.jp/

* MyVoice Communications is a research company within the ITOCHU Group, primarily focusing on internet surveys.

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FACT BOX

  • Source: PR TIMES
  • Category: 事例紹介
  • Organizations: CotoEL