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Wednesday, November 29, 2023

Insight Tech x Hakuhodo, Joint Development! Industry's First AI to Visualize Purpose Penetration and Drive Action

Insight Tech, in collaboration with Hakuhodo Brand Innovation Design, Hakuhodo's specialized organization, has developed the "Purpose Action Cycle," which uses big data and AI to score the penetration of a company or brand's Purpose within and outside the company, and supports Purpose-based corporate activities based on the results. The results are used to support corporate activities based on the Purpose Action Cycle!

Quantitative scoring of penetration status after path formulation by utilizing state-of-the-art sentence analysis AI

Within this program, Insight Tech is responsible for "AI Listening," which quantitatively scores and monitors the penetration of parpasses using ITAS, a sentence analysis AI that utilizes state-of-the-art natural language processing technology.

Specifically, after establishing the "value axis" that should be monitored as a company/brand based on the elements that make up the path, core words that symbolize the value axis are set, and the "mention status of elements (core words, etc.) in text" such as SNS posts, free responses to surveys, press releases sent out by the company, etc. are scored. The results are scored based on the "mention status of elements in the text (core words, etc.)". By quantitatively visualizing the gap between the content of the message and the propagation of the message, it is possible to monitor the penetration of the Purpose both internally and externally.

ITAS, a framework x proprietary sentence analysis AI that Insight Tech has applied to various business issues, will be incorporated into the Purpose Action Cycle offered by Hakuhodo.

Overview of the Purpose Action Cycle

In today's era of increasing uncertainty in society and business, more and more companies are developing a "Purpose" that clearly defines their role in balancing social mission and business.
In order for a company or brand to implement its Purpose, it is important to build an organization based on the Purpose and to gain the understanding and empathy of stakeholders, including employees. However, there are many cases in which a company's established Purpose is not linked to its corporate activities, does not permeate both internally and externally, and does not lead to business results as a result.

The "Purpose Action Cycle," which will be launched this time, defines the "value axes" that constitute the already formulated Purpose, and scores the penetration of the Purpose in the world (inside and outside the company) using big data and AI to quantitatively evaluate how consumers and employees perceive the Purpose, This is a quantitative evaluation of how to better convey the concept to consumers, employees, etc.
Based on the results and findings of these analyses, Hakuhodo's consultants and creators with extensive experience in perspective branding will support brand communication activities, including the development of effective perspective-oriented actions (symbolic measures, services and communications) to better convey the perspective We will support your activities.

Steps in the "Purpose Action Cycle"

By cycling through the three STEPs of the Purpose Action Cycle, we enable two-way, sustained communication between the company and its customers and society, and promote the true "practice of Purpose. We support corporate/brand development while measuring the effects of business activities, such as transformation to a Purpose-driven organizational culture and sharing Purpose with consumers and the world.

Insight Tech is responsible for "[STEP2] AI Listening" utilizing "ITAS," the most advanced sentence analysis AI developed in collaboration with Kyoto University.

STEP 1] Purpose Value Axis Regulations

Based on the results of workshops provided by Hakuhodo Brand Innovation Design, which specializes in brand transformation, including the definition of Purpose, the elements that make up Purpose will be extracted and defined as a "value axis" that should be monitored as a company/brand.

STEP2] AI Listening

Core words that symbolize the value axis defined in STEP 1 are set, and "mention status of elements (core words, etc.) in text" such as SNS posts, free responses to surveys, and press releases sent out by the company are scored. By quantitatively visualizing the gap between the content of the message and its propagation, it is possible to monitor the penetration of the Purpose both internally and externally.

STEP3] Symbol Action Development

Based on the analysis and findings of STEP1-2, our consultants and creators with extensive experience in Purpose Branding will plan and produce brand actions. We will propose a wide range of ideas that may have the most potential in per-pass penetration (communication of the value axis), including business development and communication measures.

[Overall Solution Diagram (STEP1~3)

[Sample of analysis image].

The values that make up the parposes of a fictitious home appliance manufacturer brand were organized into seven axes (technological capabilities, design, ease of use, helpful for housework, attachment, multifunctionality, and environmental performance), and for each axis, "mentions on SNS by consumers outside the company" and "mentions in news releases from the company" were scored.
It is possible to visualize the "gap between corporate communications and social reactions," to grasp "values that are not being communicated even by the company itself," and to analyze and take action by taking scores at fixed points and measuring "how actions have changed the situation.

Analysis image]

Insight Tech supports the development of companies/brands through the "Purpose Action Cycle" to achieve the VISION of "creating a world where people's voices are heard" by transforming the organizational culture to be "Purpose Driven" and by sharing the company's "Purpose" with consumers and the world.

About Hakuhodo Brand Innovation Design

Hakuhodo Brand Innovation Design is a specialized unit of Hakuhodo that promotes business transformation and growth = Brand Transformation® (BX) based on sei-katsu-sha thinking.
Our cross-disciplinary team of professionals in the areas of "Purpose," "Business Process," "Organization/Human Resources," "Products/Services," "Communication," and "Community," all of which are important components of a brand, will provide powerful support for Brand Transformation®.
Our staff, with their diverse backgrounds and expertise, consistently conducts all phases of branding and innovation, from research to strategy conception, realization, and implementation, placing importance on "sei-katsu-sha thinking" and "co-creation processes" to help companies and businesses discover their essence = "uniqueness We help you find the "essence" of your company or business, and assist in the sustainable growth of your brand.

name of companyHakuhodo Inc.
LocationAkasaka Biz Tower, 5-3-1 Akasaka, Minato-ku, Tokyo
representativeMasayuki Mizushima
uniform resouce locatorhttp://www.hakuhodo.co.jp/

About Insight Tech

Expert in creating value by "speedily" and "objectively" discovering sei-katsu-sha thoughts and the changes in values that lie behind them, we have collected and accumulated over 38 million unique pieces of sei-katsu-sha data through our "Complaints Purchase Center," which has 730,000 members. Using "ITAS," a sentence analysis AI built through an industry-academia collaboration with Kyoto University, we promote value co-creation with companies in all fields through our insight-driven approach to deciphering new value from the vast amount of consumer data.

name of companyInsight Tech, Inc.
EstablishmentJune 19, 2012
LocationShinjuku Island Tower, 6-5-1 Nishi-Shinjuku, Shinjuku-ku, Tokyo 163-1333, Japan
representativeTomohiro Ito
Business OverviewMarketing research and reporting
Contracted data analysis using artificial intelligence such as natural language processing and machine learning
Corporate promotion and branding support
Operation of a dissatisfaction purchase center
uniform resouce locatorhttps://insight-tech.co.jp/

*1: As of May 2023, we conducted our own research on consulting services and digital services related to Purpose (by examining press releases and each service's website) and confirmed that there are no services that use natural language processing sentence analysis AI to measure Purpose penetration.

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