Rakuten Insight Launches Innovator Marketing™, a New Comprehensive Survey Solution That Utilizes Data Analytics Derived from Rakuten ID

Tokyo, October 23, 2018 - Rakuten Insight, Inc. today launched Innovator Marketing™ , a new comprehensive survey solution that utilizes analytics data derived from approximately 99 million Rakuten IDs.

Innovator Marketing™ is a comprehensive survey solution comprised of a custom-built consumer classification program (patent pending) developed by Rakuten Insight. The program is based on Innovator Theory^*1, which classifies consumers into five groups according to the degree of interest they have in new products or information. By combining subjective “perception data” obtainable from surveys, a mainstay of marketing research to date, with objective “behaviour data” obtainable from careful analysis of consumption behavior patterns available based on Rakuten ID, this new solution provides a method for classifying survey monitors with a greater degree of accuracy than previously possible and conducting surveys, analysis, and consulting.

With this solution, the survey monitors provided can be customized to meet the specific needs of companies, giving clients access to survey monitor classifications by interest in information of every type across industries, or allowing them to focus on a particular product category in a particular industry. Additionally, surveys and analyses using this data can be applied to increase insight on the acceptance of a company’s products and services among target markets and customers, potentially bringing a deeper understanding of future customers. This departure from the traditional approach holds the potential to serve as the foundation for the creation of new markets.

Going forward, Rakuten Insight will continue to provide valuable insight^*2 gained from combining traditional market research methods with big data in order to provide more attractive and convenient services to meet customer needs and requests.

*1 The five groups are Innovators, Early Adopters, Early Majority, Late Majority and Laggards. This classification is based on Innovator Theory, developed in the 1962 work by Stanford University professor Everett M. Rogers, Diffusion of Innovations.

*2 Information and intuition that seeks to find the essence of consumer perception and behavior.