A brand-new area of insights reflected by the behavioural data of 2.5 million internet users

Akiko Koyasu and Licaco Tanaka

Explores consumer purchasing behaviours in a digital era dominated by search engines.

Introduction: A new analysis in collaboration with Google shows the true path of the customer journey

Now, let's explore the "search word" analysis based on the exclusive data of VALUES Inc. with approximately 2.5 million Japanese consumers. Search words help us to visualise various user insights hardly reflected in traditional research methods. The categorisation of the customer journey in this digital era based on keyword research reveals that consumers' behaviour does not take a linear path along the time axis. Instead, it proceeds slowly, following the "butterfly circuit".

Background

Because of the penetration of smartphones, digitalisation has become extremely common,...

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