[New Service] Customer Insight Mining Survey (CIMS):Uncovering the“Why”, Reasons of Customer Behavior from the Customer’s Perspective

Nikkei Research Inc. released the Customer Insight Mining Survey (CIMS), a new service to discover the reasons why customers chose products, which respectively was induced from circumstances with regarding their psychological state.

CIMS is a unique research service that reveals what the customers wanted in conclusion and what triggered their choices by understanding their situation, background, thoughts, and cognition.

Understanding their choices
(through open-ended questions)

• What are the options that satisfy the above?

Understanding the reasons to their decision
(through open-ended questions)

• Why was that the best choice?

It is useful for product planning and product development from the customer's perspective as well as for deploying communication strategies.

CIMS is an all-in-one solution providing everything from data collection (surveys) to analysis, reporting, and advisory on tactics for the next-step.
An online survey is carried out targeting general consumers (at least 1,000 respondents) upon a product category or an individual brand. For analysis, customers are categorized into segments such as loyal and general, and the differences are clarified using KeyExplorer; Nikkei Research’s proprietary analysis method. Based on the results of the analysis, we will build a hypothesis through customer insights and propose the measures to be taken.

For example, in the case of some product category, we will be investigating "Why do people who eat a lot of ice cream choose ice cream instead of juice?" and in the case of some brand, we will be looking for answers on "Why are people who choose brand X ice cream relatively more likely to choose brand X than other brands?

About Nikkei Research

Established in 1970, Nikkei Research is a full-service marketing research and consultancy firm headquartered in Tokyo, Japan. As a member of the world’s largest business and economic focused media group -- NIKKEI, with FT (Financial Times) also in the alliance, the company serve clients across broad industries upon various topics from branding to internal managerial issues. Overseas locations include the daughter company in Bangkok, Thailand and offices in the United States.
For more information visit https://www.nikkei-r.co.jp/english/corporate/

For inquiry, please contact from below.