#Japan #Innovation #Tokyo #Blue Ocean #Cross Marketing

Transforming Insight into Action: The Art of Utilizing Interview Research

In a world where creating groundbreaking products and services is essential for success, understanding latent consumer needs has become a critical part of innovation. Accordingly, Cross Marketing, a leading marketing research company based in Tokyo, is hosting a seminar on October 9, 2025, aimed at unlocking the potential of interview research in product development. This seminar, titled "Utilizing Interview Research Results," is the fourth installment in a series focused on how to create a Blue Ocean of innovation.

Understanding the Need for In-Depth Interviews

Building a robust innovation strategy revolves around harnessing insights from consumers effectively. Traditional methods like focus group interviews (FGI) or in-depth interviews (IDI) have their place, but Cross Marketing's proprietary methodology, the Active Listening Interview (ALI), offers a fundamentally different approach. ALI emphasizes understanding conscious and unconscious motivations, diving deep into consumer narratives to uncover insights that can pave the way for innovative products.

Over the first three sessions of this series, we have dissected various aspects of interview research, including the foundational theory behind ALI, the scientific analysis of consumer narratives, and debunking myths surrounding interview research practices. As we move into the fourth session, we'll shift our focus to the practical application of these insights in developing innovative concepts and services.

Bridging the Gap Between Research and Application

A common pitfall in market research is the vague expectation that conducting interviews will automatically yield valuable results. Often, organizations find themselves in a quandary when it's time to utilize the findings—what do we do with this data? This seminar intends to bridge that gap, providing concrete methodologies on how to translate research results into actionable strategies.

Participants will explore processes such as:

• - Identifying unfulfilled consumer needs
• - Generating creative ideas based on research findings
• - Developing compelling product or service concepts
• - Validating latent needs through structured testing

These sessions are tailored for individuals involved in innovation and product development, those interested in Blue Ocean strategy, and beginners who might feel uncertain about the efficacy of interview research.

Who Should Attend?

This seminar is ideal for:

• - Professionals engaged in innovative product and service development
• - Individuals keen on learning about methods like Blue Ocean strategy or the Jobs Theory
• - Those with skepticism or concerns about the effectiveness of interview research
• - Beginners looking to enhance their understanding of interview methodologies

Previous Sessions Available for Viewing

For those who wish to catch up on past discussions, archived videos of previous sessions are available, including:
1. What is Interview Research that Discovers Blue Oceans? - Watch here
2. Scientific Analysis Methods of Interview Statements - Watch here
3. Breaking Interview Research Myths with the ALI Theory - Watch here
4. Exploring New Business Directions through Gen Z Male Time Management Behavior - Watch here

Seminar Details

• - Title: Utilizing Interview Research Results
• - Date: October 9, 2025, 14:00 – 15:30
• - Format: Online seminar via Zoom, registration required (URL sent the day before)
• - Fee: Free
• - Registration link: Register here
• - Note: Attendance may be restricted for competing firms.

Cross Marketing remains dedicated to being a marketing partner that adapts to the needs of our clients, offering tailored marketing research and solutions.

About Cross Marketing

Established on April 1, 2003, Cross Marketing operates out of the Tokyo Opera City Tower, aiming to revolutionize marketing strategies through innovative research methodologies. Led by CEO Mikiharu Igarashi, the company specializes in marketing research and consulting services.

For press inquiries, please contact the seminar office at [email protected].