[Background of “Deepsuru” Service Launch]
Conventional marketing research has typically conducted “quantitative research (surveys)” and “qualitative research (interviews)” as separate processes, requiring significant time and cost to integrate and analyze the results. In particular, qualitative research tends to depend heavily on budget and the skills of the person in charge, making large-scale implementation and reproducible operations difficult.
“Deepsuru,” a hybrid research solution, was created to address these challenges.
In this solution, approximately 18.9 million V members (*2) are segmented into optimal target groups based on their purchase and behavioral data from V Points. Next, quantitative research for hypothesis testing and other purposes is conducted through “V Questionnaire” for the segmented target group, followed by guiding respondents to the AI-powered depth survey “Depth X,” where generative AI asks in-depth questions to draw out qualitative consumer insights. This enables integrated quantitative and qualitative research to be conducted at scale in a shorter time and at lower cost than conventional methods.
CCCMKHD and GMO PlayAd will continue to provide “Deepsuru” to companies and organizations interested in initiatives such as product development, advertising strategies, and service improvement, thereby supporting the realization of marketing based on real consumer voices.
(*2) The number of V members who have consented to participate in V Questionnaire (as of May 2025).
[Overview of “Deepsuru”]
(URL: https://www.cccbiz.jp/whitepaper146 )
(1) Targeting
From a consumer panel of approximately 18.9 million people, optimal target segments are identified based on purchase data, behavioral data, demographic information, and preference data. Flexible segmentation is supported according to the objective, including gender, age group, attributes, income, and interests.
(2-1) Quantitative Research (V Questionnaire)
Using “V Questionnaire,” web-based surveys are conducted targeting the V members identified in (1). With survey designs tailored to the objective, multifaceted quantitative analysis is carried out, including hypothesis testing, segment and time-series comparisons, and satisfaction surveys.
(2-2) Depth Survey
V members who have given consent in (2-1) are guided to “Depth X byGMO,” where their responses are dynamically explored in depth through generative AI based on the survey results. Personalized questions are posed to each individual, enabling an understanding of not only their choices but also the emotions and background behind why they made those decisions and how they felt.
(3) Reporting
The data from both quantitative and qualitative research are integrated, and three types of reports are delivered: “Survey Tabulation Report,” “Mind Map,” and “Insight Analysis Summary.”
[About “Depth X byGMO”]
(Video URL: https://youtu.be/oFWmx5Aa344?si=8Dc8q-EsqdnkmS4h
“Depth X byGMO” is a new online research service that utilizes generative AI. It not only enables surveys to be conducted with approximately 64 million respondents (panel network) (*3), but also allows AI to deeply analyze respondents’ answers and draw out more specific, genuine consumer opinions and insights.
For example, in new product development, when a respondent answers “It feels a bit flashy” to a simple question such as “What do you think of this design?”, the AI automatically generates a follow-up question like “What specifically feels flashy to you?” Through this mechanism, marketing and product planning teams can dig deeper into the reasons behind consumer opinions—understanding “why they feel that way”—and leverage these insights for more effective marketing strategies and product development.
(*3) The survey monitors are connected to the “ASIA Cloud Panel,” which consists of 64.06 million respondents across 16 countries and regions in Asia (as of August 2025), provided by GMO Research & AI, Inc., which operates an internet research business within GMO Internet Group, Inc.
[About GMO PlayAd]
(URL: https://www.gmo-pa.com/ )
GMO PlayAd is a consolidated group company 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,” it provides the commercial video testing tool “PlayAds byGMO” and “Depth X byGMO.”
