In this category, we will introduce various surveys published in "Manamina" in English. このカテゴリーでは、「マナミナ」に掲載されているさまざまな調査を英語でご紹介します。
Vitamins of interest：Acne & pregnancy vitamins for the young & osteoporosis, high dosage vitamins for the elderly
We analyze food trends, specifically “vitamins,” information that is useful for food-related marketing and health-conscious people. Many want to know how they can reach their daily vitamin requirement, like which foods they should eat. We examine "vitamins" based on behavioral data and investigate the market.
A 170% increase from 2021! How much has demand for inbound travel to Japan bounced back since pre-COVID?
"Inbound" refers to "international visitors/visitation to Japan for sightseeing.” Japan has relaxed its mask guidelines and border regulations, raising expectations for inbound travel. We compared current and pre-COVID inbound travel and researched the countries of origin and the popular prefectures among tourists.
From Gen Z to seniors! Commonalities and differences in how they select rental property
COVID has dramatically changed how we live and work. What are people looking for in a new place when starting a “new chapter” in their life? With some Gen Z are old enough to live on their own, how has preferences for housing changed? We researched preferences by generation when it comes to rental property.
What is "Space Performance"? Consumption trends following "Cost / Time Performance"
The word "Taipa,” short for “Time Performance" and voted the Word of the Year 2022, is becoming the norm among Gen Z in Japan. Following "Taipa," "Supepa" has been attracting attention. We will provide an overview of “Supepa,” case studies, and “Supepa” consumer behaviors to learn about these new values and trends.
The buzz around ChatGPT! SEO as seen in Bing user trends | Mar. 2023 Content Marketing Latest Trends Report
Microsoft Bing has been the topic of recent discussions with the introduction of ChatGPT. The number of users is on the rise, partly due to the pandemic. In addition to Google and Yahoo!, should marketing strategy also incorporate Bing? VALUES' marketing consultants will explain the latest trends surrounding Bing.
Meticulous marketing strategy of Wonjungyo, the hottest Korean cosmetics brand
Korean cosmetics brand Wonjungyo launched in October 2022 and garnered attention when K-pop star Momo from TWICE became the face of the brand. We will discuss how it strengthened its recognition, its marketing strategy, and the results it achieved, using data from Dockpit, VALUES' online behavioral data analytics tool.
Is "rewarding yourself" a trend? Examining Japan's 2023 Valentine's Day sales
For Valentine's Day in Japan, it has been a custom for women to gift chocolate to men, but in recent years, there has been an increase of "friend chocolates" and "self chocolates." We researched such unique Japanese Valentine's culture and the changes in user interests.
Backlinks & search rankings: Google values user action｜Dec. 2022 Content Marketing Latest Trends Report
Marketers say there is correlation between backlink metrics and search rankings, but how significant are backlinks? Which backlinks are effective? The research findings will use online behavioral data to explain the strategies that marketers should take, while verifying whether or not users are taking action.
UNIQLO, GU, H&M...Digital marketing strategies of Fast Fashion industry
As prices rise, price-conscious consumers continue to rely on affordable fast fashion brands. We focused on UNIQLO, GU, and H&M, analyzing online visits to their websites/apps to find out which channels they use, what kind of people they are attracting, and what their strategies are in Japanese market.
Predicting trends for Mother's Day 2023! What is the new demand for gifts?
In preparation for Mother's Day 2023, we will examine recent demands based on data from last 2021 and 2022 through the research and analysis of recent trends and gifts that are likely to be popular in 2023. We hope this will be helpful in planning for Mother's Day and considering your product offerings.
How have consumers' search needs regarding "masks" changed? A look back at the COVID-19 from 2020 to 2022
With COVID-19, masks started to become a necessity globally that it became out of stock. However, many corporations helped supply the increased demand. We used Dockpit, VALUES' online behavioral analytics tool, to examine how consumer needs for masks have changed, since three years since the start of the pandemic.
Marketing strategies of global cosmetic brands 【Luxury brands】
Cosmetics from China and Korea are garnering attention in Japan, but reputable Western luxury brands are not to be outdone. We analyzed the cosmetics websites of Estée Lauder, Chanel, Lancôme, Dior, and Yves Saint Laurent, with insights from a beauty analyst who used to work for Chanel as the Executive Makeup Artist.
Shift of consumption behavior ：“Experiential,” “Meaning” and “Emotional” consumption
Consumption behavior has changed over time, shifting from "Material" consumption to "Experiential," "Moment," "Meaning," "Emotional," and "Human" consumption. In this case study, we explain the differences and provide examples of those behaviors.
From Recycle to Reuse – “Reuse” Culture Spreading Across Industries
"Reuse" is the repeated use of things without changing its form, reducing of energy use and CO2 emissions. It can be practiced by governments, auctions, and secondhand stores, and applies for everything from clothing to a house. We examine the awareness and current state of the "reusing" market.
Does Gen Z Prefer Apps Over Websites When Online Shopping?
The Gen Z data analysts at VALUES, Inc. analyzed behavioral data regarding the online shopping consumption among Generation Z. It is said that Gen Z prefers “e-commerce apps” over “e-commerce websites,” but what is true? We will dig deeper, incorporating the honest voices of the Gen Zers.
What is "Time Performance"? Marketing Case Study of "Taipa Supremacy" Among Generation Z
Many Gen Zers are conscious of “taipa," short for “time performance," in various aspects of their daily life. So much so that the term "taipa supremacy" has emerged. This case study provides an overview of "taipa," its values, and marketing examples to understand the psychology and latest trends among Gen Zers.
Most Popular Websites & Apps [2022 Ranking]! Instagram Surpasses Twitter, Ranking 3rd! Increase in Senior Users
The number of accesses to websites and smartphone apps from January to October 2022 were researched and ranked. The ranking is based on a comparison with the previous year and usage trends by age group. 2022 is characterized by the growth of Instagram, with Instagram becoming the leading social media among seniors.
The blockbuster game, "Splatoon 3"! What is Nintendo's Strategy and How are Consumers Reacting?
Splatoon 3 by Nintendo sold more than 3.45 million units in Japan within three days of its launch in September 2022. We explore the background of its popularity by analyzing what consumer needs were met and Nintendo’s promotion from the announcement to post-launch. What is important in creating a hit product?
Cluster analysis of those interested in "Fuel Efficiency"
Gasoline prices have skyrocketed due to high prices of crude oil, affecting logistics and putting a strain on household budgets, influencing a greater awareness in energy conservation. Using VALUES’ online behavior analytics tool “story bank,” we conducted a cluster analysis of people interested in "fuel efficiency."
The rise of Liquid Consumption: from Ownership to Usage
“Liquid consumption," or consuming through sharing and renting that does not involve permanent ownership of purchased goods, is attracting attention. Kazutoshi Watabe, who has been in the marketing industry for 40 years and serves as Director of the SOKEN Research Institute, explains the factors behind the trend.