CCC Marketing Research Institute and Shufunotomosha launch marketing service that interprets women's insights

2021.10.28 Press Releases
CCC Marketing Co., Ltd. / CCC Marketing Research Institute / Shufunotomo Co., Ltd.

- Solving the challenges faced by companies offering services for women! Data and editors combine to visualize "the changing problems facing women" -

CCC Marketing Research Institute (hereinafter referred to as "CCC Marketing Research Institute"), a part of CCC Marketing Inc. (Head office: Shibuya-ku, Tokyo; CEO: Kazuhiko Kitamura), a group company of Culture Convenience Club Co., Ltd. (CCC), which specializes in quantitatively interpreting consumers' true feelings using unique data from over 70 million people*1, and Shufunotomo Co., Ltd. (Head office: Shinagawa-ku, Tokyo; CEO: Kenichi Hirano; hereinafter referred to as "Shufunotomo"), which has been qualitatively interviewing, analyzing, and researching women's lives for over 100 years and specializes in editing planned content to support them, are pleased to announce the launch of a marketing service that analyzes women's insights for companies such as food and daily necessities manufacturers that offer products and services aimed at women.

This service will combine the quantitative and qualitative data held by both companies with direction from editors, and will hold sessions to uncover insights into the challenges facing women in their daily lives. The service aims to help companies solve challenges such as "understanding the changing needs of women" and "introducing a female perspective into services, planning, and design."As an example of this service, we conducted a survey on "new problems that mothers are facing due to the COVID-19 pandemic, such as working from home," and posted the results on the CCC Marketing website (https://www.cccmk.co.jp/thinktanks/column-29) has been released.

CCC Marketing Research Institute has worked as a "think tank closest to consumers," collaborating with universities and research institutions to understand changes in society and lifestyles, consumer behavior and awareness, and the characteristics of generations and regions. In September 2021, we began selling "Social Listening*2," which uses massive amounts of data to understand consumers' true feelings, and in October, five "Partners who convey the voice of consumers*3" employed by CCC Marketing launched a consulting service that connects companies with consumers' true feelings, thereby leading to the return of essential value that consumers desire.

For over 100 years since its founding, Shufunotomosha has produced content that supports women's happiness and lifestyles in a variety of genres, including cooking, lifestyle, childcare, beauty, and health, across a wide range of age groups, from children to seniors, through magazines, books, and online media, and has long enjoyed the support of many people. Our magazine and book editors interview our readers directly, develop projects based on their feedback, and publish nearly 400 new books each year. In addition, each web editor conducts more than 600 interviews per year, listening to the voices of the current generation every day and updating their information. Through these interviews and editing efforts, we have a large number of professional editors who continue to research content that is tailored to the lives of each individual woman, making daily life more enjoyable, and content that brings to light and solves all kinds of worries and issues.

Recently, with the spread of new lifestyles, people's values have changed dramatically, and the concerns and trends women face in their daily lives are becoming more diverse than ever before. In order to develop products and services that respond to this environment, CCC Marketing and Shufunotomo believe that in addition to analyzing data, it is important to understand the background to changes in people's lifestyles and values. This new service will enable analysis of women's insights by combining quantitative and qualitative data held by both companies with direction from editors.

Until now, the two companies have combined their strengths to support food-related retail, distribution, and restaurant companies in planning products for women, such as VMD (visual merchandising). However, this new service will specialize in supporting not only food companies, but also daily necessities manufacturers, retailers, and other companies across Japan, and will support a wide range of marketing strategies, including product development, service planning, and communication formulation, based on the insights into women uncovered in this session.

As a marketing example of the service, we held a session on new issues that women are facing in everyday life, such as cooking, eating, housework, hobbies, and habitual care, due to the COVID-19 pandemic.

● Introduction of session examples: "What new problems have arisen for mothers due to the COVID-19 pandemic, such as working from home?"

Survey summary: Using quantitative analysis such as CCC Marketing Research Institute's Consumer Awareness Survey and food trend analysis, we will identify aspects of mothers' lives that have changed due to the COVID-19 pandemic. In response to the changes revealed by the data, Shufunotomosha's editors output the new problems that mothers are aware of, and analyzed the insights that mothers gained through these problems.

*Click here to see an overview of the session.

CCC Marketing and Shufunotomosha aim to create new social value by using the important data entrusted to them by consumers and through daily interviews to address the challenges and needs that arise in women's new lifestyles and deliver this information to a variety of companies.

Name: CCC Marketing Research Institute (CCC Marketing Research Institute)

Established: July 21, 2020
Director: Minoru Niihashi

He is affiliated with domestic and international consulting companies and think tanks. He provides consulting services in a wide range of fields, from upstream to downstream, including developers, theme parks, luxury brands, department stores, hotels, restaurants, cafes, shopping malls, railways, energy, and food manufacturers.

Name: Shufunotomo Co., Ltd.

Founded: September 18, 1916
Address: Meguro Central Square, 3-1-1 Kami-Osaki, Shinagawa-ku, Tokyo 141-0021
Representative: President and CEO Kenichi Hirano
Business: Publication of magazines, books, and mook, content sales, and related business development

*1 Unique data refers to over 70 million single IDs, over 5 billion purchasing transactions per year, 6 billion types of product data handled by a network of 200,000 stores, thousands of items of customer DNA persona data, offline and online movement and behavior data, media contact data, and CCCMK Group's original enhanced data.
*2 Social listening (https://www.cccmk.co.jp/sl) is a service that connects companies and consumers to communicate their true feelings and supports co-creation. You can utilize various BI tools and communication platforms that use vast amounts of data to capture changes in consumer needs by business type, category, and SKU (product).
*3 "Partners who convey the voice of consumers" is a collective term for CCC Marketing's original partners who analyze consumers' true feelings based on "social listening," which connects companies and consumers' true feelings using "unique data x people," and support startups and small and medium-sized enterprises nationwide in solving their marketing challenges.
*We take our customers' privacy into consideration when we do our business. For details regarding the handling of customer information, please click here (https://www.ccc.co.jp/customer_management/) for more information.

Materials related to this matter

CCC Marketing Research Institute and Shufunotomosha launch marketing service that interprets women's insights

Inquiries regarding this matter
[Inquiries from the press]
CCC Marketing Co., Ltd. Public Relations: Nakagawa TEL: 03-6800-4464
Shufunotomo Co., Ltd. Public Relations: Nagatomo (C-Publishing Services Co., Ltd.) TEL: 03-5403-4320

[Inquiries regarding CCC Marketing Research Institute]
CCC Marketing Research Institute, Person in charge: Sugiura/Fukai
cccmk-souken@ccc.co.jp