[About “Depth X byGMO”]
“Depth X byGMO” is a new online research service powered by generative AI. In addition to enabling surveys to be conducted with one of the largest panels in Japan—approximately 34 million respondents (panel network) (*2)—the AI dives deeper into respondents’ answers to uncover more specific, authentic consumer sentiments and insights.
For example, during new product development, if a respondent answers “It feels a bit flashy” to a simple question like “What do you think of this design?”, the AI automatically generates a follow-up question such as “What specifically feels flashy to you?” Through this mechanism, marketing and product planning professionals can dig deeper into the reasons behind consumer opinions, making it possible to develop more insight-driven marketing strategies and product development initiatives.
■Key Features of “Depth X byGMO”
AI-powered automated questioning
Based on respondents’ answers, AI generates follow-up questions in real time. This enables the extraction of true opinions and insights that cannot be obtained through conventional surveys alone.
Rapid collection of high-quality data
Qualitative data (specific opinions and reasons), which traditionally takes time to gather, can be collected in large volumes in as little as 2 business days.
Delivered in an easy-to-use data format
AI summarizes, organizes, and labels responses before delivery. Companies can immediately analyze the data and apply it to marketing and product development.
■How to Use
・Panel surveys: Conduct research targeting a wide range of consumers using a domestic panel network of approximately 34 million respondents
・Survey function: Conduct research targeting a company’s own audience, such as existing customers
(*2) The survey monitors are connected to the “JAPAN Cloud Panel,” consisting of 34.26 million respondents in Japan (as of January 2025), provided by GMO Research & AI, Inc., which operates the Internet research business within GMO Internet Group, Inc.
■Pricing Plans
Panel surveys: From JPY 100,000 per 100 respondents
Survey function: From JPY 500,000 per 5,000 respondents
[Background of the Development of “Depth X byGMO”]
In recent years, as consumer needs have diversified and product life cycles have shortened, companies are required to respond quickly to changes in the market. In particular, in the fields of marketing and product development, it is essential to accurately understand “what is needed now” and make prompt decisions. However, conventional research methods have faced the following challenges.
Quantitative research: Numerical data from large-scale surveys cannot sufficiently capture consumers’ true feelings or underlying motivations.
Qualitative research: Interviews and group interviews are costly and time-consuming, making it difficult to conduct them at scale. In addition, they place a significant time burden on respondents, resulting in limited participation.
“Depth X byGMO” was developed to address these challenges. This service uses AI to automatically generate optimal follow-up questions based on each individual’s responses. As a result, it enables the collection of concrete insights—previously difficult to obtain through traditional quantitative research—at scale and within a short period of time.
[About GMO PlayAd, Inc.]
(URL: https://www.gmo-pa.com/ )
GMO PlayAd is part of the consolidated group of GMO Internet, Inc., established in 2018 by GMO NIKKO Inc. (President and CEO: Isamu Sakuma), which operates a comprehensive marketing support business. To fulfill its mission of “delivering valuable services to everyone,” the company provides the CM video verification tool “PlayAds byGMO” and “Depth X byGMO.”
