Sei-katsu-sha Philosophy
Our work starts from understanding people, or as we say, Sei-katsu-sha, a term that expresses true flesh-and-blood individuals as opposed to faceless “consumers.” With leading-edge digital technology and data-driven marketing and research, we provide integrated marketing and innovation based on seeing people, brands and markets from a wholly unique perspective.
Corporate Philosophy
We see people not just as shoppers but as people with lifestyles, aspirations and dreams, or "Sei-katsu-Sha", and study them deeply from multivariate perspectives.
The Sei-katsu-sha insight equips us to build bridges between our clients, Sei-katsu-sha and society.
Defining the Sei-katsu-sha Interface Market
Digitalization and the network connectivity that links all things have made constant change the new normal. As our lives grow increasingly interactive and interconnected with the devices and objects around us, the touchpoints in between become an interface for new services and new lifestyles.
Sei-katsu-sha Data-Driven Marketing
Hakuhodo’s innovative platform for data-driven marketing enables us to deliver rapid-fire solutions. Our cutting-edge tools for managing big data give our clients a clearer picture of markets, where to find customers, and how to communicate with them.
Our integrated marketing solutions work is based on Sei-katsu-sha insight. Sei-katsu-sha is the term we use to describe consumers not simply as shoppers performing an economic function, but as multi-dimensional members of society with distinct lifestyles and a heartbeat. Applying our Data Management Platform (DMP) to optimize the power of big data gives us a clearer picture of Sei-katsu-sha, reveals what drives their purchase behavior, and enables us to pinpoint where and how to reach them through media touchpoints.
Hakuhodo’s DMP includes a variety of tools—new ones are developed each year—that allow us to customize solutions for each client. Even more, we can integrate our own extensive databases with those of the client and other sources. Clients use our DMP to understand the relationships between customers and brands and gain early insights into societal shifts and emerging trends. For companies in almost any field of business, our big data analysis sheds light on increasingly complex markets.
Innovative Research & Development
Hakuhodo is unique in our commitment to R&D. We have our own data systems and an in-house center staffed by data analysis specialists. When it comes to uncovering insights and planning marketing, our R&D expertise gives our clients an edge.
Our R&D runs the gamut from AI and big data analytics to our annual HABIT/ex and Global HABIT surveys. Single-source databases built from more than 20 years of surveys in Japan and over 35 major cities worldwide, HABIT/ex and Global HABIT provide our clients with original insights to guide their market planning and targeting.
Ongoing R&D is a central facet of our business. We have developed data fusion management methods to ensure the anonymity of information, reliable marketing mix modeling tools, behavioral scoring solutions, and ID-POS data and time-series analysis models for communication effects. On many of these technologies, we hold patents.
An early adopter of innovative technologies, we pioneer new marketing methods.
