VALUES Selected as Presenter at "ESOMAR Asia Pacific 2026," an International Conference Held in Tokyo for the First Time in 21 Years
VALUES Co., Ltd. has been selected as a speaker at "ESOMAR Asia Pacific 2026 | Beyond Balance," an international conference of the world's largest market research industry association, ESOMAR, which will be held in Tokyo in May 2026. Their presentation will focus on "Path to Purchase via LLMs + Clickstream Data," demonstrating a new approach that combines web behavior logs with Large Language Models to interpret consumer intent and visualize the Path to Purchase comprehensively. This involves creating "digital twins" to extract consumers' true intentions and decision-making backgrounds.
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- 📰 Published: April 9, 2026 at 22:00
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VALUES Co., Ltd. (Head Office: Minato-ku, Tokyo; President and CEO: Hideyuki Tsujimoto; hereinafter "VALUES"), which provides marketing research and consulting services based on internet behavior log analysis, is pleased to announce that it has been selected as a speaker at "ESOMAR Asia Pacific 2026 | Beyond Balance," the Asia Pacific conference of "ESOMAR," the world's largest market research industry association, to be held in Tokyo in May 2026.
ESOMAR (European Society for Opinion and Marketing Research) is a global community for data analysis and research with participants from over 130 countries, and is one of the most authoritative international organizations in the fields of market research and data analysis worldwide. Its largest event in the Asia Pacific region, "ESOMAR Asia Pacific 2026," will be held in Tokyo for three days from May 27 to 29, 2026, with the theme "Beyond Balance."
■ Presentation Theme: "Path to Purchase via LLMs + Clickstream Data"
〜Injecting "Interpretation" into Web Behavior Logs to Visualize Consumers' True Intentions on a Large Scale〜
In marketing research, the utilization of consumer web behavior logs is a major trend, but traditional log analysis has faced challenges such as "data fragmentation between sites" and "difficulty in discerning behavioral intent." In this session, VALUES will introduce a new approach that expands research possibilities by integrating Japan's largest web behavior logs, cultivated by VALUES, with LLMs (Large Language Models) to create a "digital twin" that can be queried using natural language.
【Key Points of the Presentation】
Fusion of "Facts" and "Context": Based on "facts (clickstream data)" that eliminate memory bias, LLMs are used to interpret the context and extract the "intent" behind behavior.
Visualization of Large Volumes of Clickstream Data: By interpreting and visualizing clickstream data, which previously required significant analysis time from researchers, using LLMs, it becomes easier to grasp the overall picture of the consumer's Path to Purchase.
Construction of a "Digital Twin": Through dialogue with an AI digital twin trained on vast web behavior log records, it becomes possible to extract consumers' true intentions and decision-making backgrounds, which do not appear in surveys, on a large scale and with high accuracy.
■ Speaker Profiles
VALUES Co., Ltd.
Business Planning Department, Global Research Promotion Group, Assistant Manager, Research Planner
Riko Kanzaki
Has lived in Indonesia, Australia, and Germany from childhood to adulthood. In her previous role, she provided a wide range of marketing services, primarily focusing on global PR and branding, to clients in the food, consumer goods, and entertainment industries.
Currently at VALUES, she leverages her extensive international experience and network across diverse countries to propose optimal research solutions to clients in various industries, including food, cosmetics, and logistics, and provides ongoing marketing support.
VALUES Co., Ltd.
Solutions Department, Insight Analytics Group, Assistant Manager, Data Analyst
Misato Honma
Joined VALUES as a new graduate and has been engaged in deriving consumer insights from the analysis of large-scale clickstream data as a data analyst.
She is responsible for marketing research in industries such as cosmetics manufacturers, pharmaceutical manufacturers, automotive media, and housing media, using web behavior log data.
【ESOMAR Asia Pacific 2026 | Beyond Balance Event Outline】
Name: ESOMAR Asia Pacific 2026 | Beyond Balance
Dates: Wednesday, May 27 - Friday, May 29, 2026
Venue: Hilton Tokyo Odaiba (Minato-ku, Tokyo)
Organizer: ESOMAR (Japan Chapter: JMRA | Japan Marketing Research Association)
Official Website: https://esomar.org/events/asia-pacific-2026-tokyo
◆About VALUES Co., Ltd.
VALUES Co., Ltd. is a business growth support company that leverages marketing know-how and advanced IT technology to support the creation of new market value. In addition to providing services utilizing behavior logs and demographic (attribute) information from 2.5 million general internet users, the company supports many businesses with its unique know-how and solutions, from consulting on management challenges to problem-solving and sales promotion support.
Location: Akasaka Trust Tower 5F, 2-17-22 Akasaka, Minato-ku, Tokyo (Tokyo World Gate Akasaka)
Representative: Hideyuki Tsujimoto, President and CEO
Business Activities: Management consulting and business growth support
Internet behavior log analysis business (Big data analysis business)
Business of building "selling mechanisms" using advanced IT technology
Established: September 30, 2009
Capital: 100 million yen