Launched "Depsul," a marketing solution that combines V POINT data and AI research
2025.08.26
Press Releases
CCC MK HOLDINGS Co., Ltd. / GMO PlayAd, Inc.
- Hybrid research combining quantitative and qualitative research is now possible -
CCC MK HOLDINGS Co., Ltd. (Head office: Yokohama, Kanagawa Prefecture; President and CEO: Yasunori Takahashi; hereinafter referred to as "CCC MK HOLDINGS"), which operates V POINT, has partnered with GMO PlayAd Inc. (President and CEO: Tomioka Nobuyuki; hereinafter referred to as "GMO PlayAd"), a marketing research business within the GMO Internet Group, to develop a new marketing solution called "Depsul" (https://www.cccbiz.jp/whitepaper146) will be available from today.
Traditionally, in marketing research, quantitative research (questionnaires) and qualitative research (interviews) have been conducted as separate processes, and integrating and analyzing the results of both has required a lot of time and cost. Qualitative research in particular has challenges, such as being highly dependent on implementation budgets and the skills of those involved, making it difficult to conduct on a large scale or in a reproducible manner.
To solve these issues, we created "Depsul," a hybrid research solution that combines "V Survey," a quantitative survey for V members provided by CCC MK HOLDINGS, and "Depth X byGMO," a depth survey that utilizes generative AI provided by GMO PlayAd.
This solution segments the optimal target demographic from a target audience of approximately 18.9 million people (※) based on V POINT purchasing and behavior data. Next, a quantitative survey will be conducted on the segmented target audience through the "V Survey" to help verify hypotheses, and then the target audience will be directed to "Depth X byGMO," a depth survey generated by generative AI. "Depth X byGMO" dynamically digs deeper into the answers using generative AI to extract consumer insights, such as the reasons for answers and their emotions. This makes it possible to extract diverse latent needs in a shorter time and at lower cost than before, even in large-scale research.
*This is the number of V members who have given permission to participate in the V Survey. (As of May 2025)
CCC MK HOLDINGS and GMO PlayAd will provide Depthsle to companies and organizations interested in product development, advertising strategies, service improvements, and other initiatives, thereby supporting the realization of marketing based on the real voices of consumers.
Overview of "Depsul"
(1) Targeting
From a consumer panel of approximately 18.9 million people, we extract the optimal target demographic based on purchasing data, behavioral data, attribute information, and preference data. It supports flexible segmentation according to your purpose, such as gender, age, attributes, annual income, and interests.
(2-1) Quantitative survey (V questionnaire)
Using the "V Survey," we will conduct an online survey of the target V members selected in (1). We conduct multifaceted quantitative analysis, including hypothesis testing, segment and time series comparisons, and satisfaction surveys, with survey designs tailored to your objectives.
(2-2) Depth questionnaire
V members who have given their consent in (2-1) will be redirected to "Depth X byGMO," where the AI will dynamically dig deeper into the responses of the subjects based on the survey results. We ask questions tailored to each individual to understand their emotions and background, such as why they made that choice and how they felt.
(3) Reporting
We will integrate the data from quantitative and qualitative surveys and deliver three reports: a survey summary, a mind map, and an insight analysis summary.
About Depth X byGMO
"Depth X byGMO" is a new online research service that utilizes generative AI. Not only can surveys be conducted on approximately 64 million survey subjects (panel network)*, but AI also digs deeper into respondents' answers to extract more specific insights and true feelings from consumers.
For example, when developing a new product, if someone answers the simple question, "What do you think of this design?" with "It feels a little flashy," the AI will automatically generate a follow-up question, such as, "What specifically do you think is flashy about it?"This system allows corporate marketing and product planning staff to delve deeper into the reasons behind why consumers think that way, enabling them to develop more insightful marketing strategies and product development.
*The survey monitors are affiliated with the "ASIA Cloud Panel," which is provided by GMO Research & AI, Inc., an internet research business within the GMO Internet Group, and has 64.06 million participants (as of August 2025) in 16 Asian countries and regions.
Information about columns about "Depsul"
A new AI-based solution called "Depsul" has been created by combining "V Survey," which can extract segments by utilizing the abundant data of V members, with GMO PlayAd's "Depth X by GMO."We would like to introduce you to our in-depth survey, which allows you to dig deeper into detailed segments.
Materials related to this matter
Launch of "Depsul," a marketing solution that combines V POINT data and AI researchMedia Inquiries
CCC MK HOLDINGS Co., Ltd. Public Relations Office
TEL: 045-522-8174／MAIL: cccmkpr@ccc.co.jp
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