Enhancing Customer Understanding to Cultivate Your Brand Through Research and Community Engagement

Deepening Customer Understanding Through Research and Community Engagement

On March 5, 2026, at 1:00 PM JST, Japan Information Co., Ltd., in collaboration with Commune Inc., will host a free online seminar titled "Enhancing Customer Understanding to Cultivate Your Brand Through Research and Community Engagement." In today’s competitive landscape, understanding the customer goes beyond merely running surveys. Many companies collect customer data, but they often fail to transform this information into actionable strategies for brand development and promotion.

Addressing a Key Challenge

Despite the wealth of data available, brands struggle to answer pivotal questions: Why do customers choose to buy? What triggers their brand recall? This seminar will present a shift in perspective; treating customer understanding not merely as a tool for marketing campaigns but as a vital brand asset.

The Key to this transformation lies in the concept of the Category Entry Point (CEP). This approach emphasizes the importance of continuously engaging with customers through research and community interaction to enrich and refine the understanding of customer sentiments and behaviors.

Seminar Overview

In this webinar, we will utilize a robust database of consumer insights from a membership base of 18 million individuals. Attendees will learn about:

- How to visually represent the awareness, behaviors, and contexts of consumer data obtained through research
- Methods to capture and deepen customer insights through community engagement

By combining the clarity of research with the depth of community feedback, brands can finally turn customer understanding into a growth driver.

We will explore how to integrate customer understanding into effective CEP design, thereby enhancing brand recognition. Attendees will glean practical tips to ensure customer insight does not become a one-time venture.

Who Should Attend?

This seminar is particularly beneficial for:

- Marketing professionals from B2C brands in sectors like food and beverage, cosmetics, apparel, and retail
- Those who conduct customer surveys but find it challenging to utilize the insights for decision-making
- Individuals looking to delve deeper into the “true voice” of the customer and collect ongoing feedback
- Professionals eager to explore methods for enhancing brand loyalty through customer understanding

Program Structure

1. Introduction & Important Notes
2. Presentation by Japan Information Co., Ltd.
- Insights gained from research beyond the company’s existing fanbase
- Methods for discovering and exploring CEP through AI-driven chat interviews

Speaker: Keita Saito, CEO of Japan Information Co., Ltd.
3. Presentation by Commune Inc.
- Structuring customer insights accumulated within the community
- Designing strategies that enhance brand recall through continuous engagement

Speaker: Kana Yoshida, Evangelist at Commune Inc.
4. Conclusion
5. Q&A and Closing Remarks

Note: Content is subject to change.

Speaker Profiles

Kana Yoshida

Evangelist, Commune Inc.
Kana joined Rakuten in 2013 after graduating. After gaining sales experience, she joined App Annie Japan in 2015 and managed the APAC inside sales team. In 2019, she transitioned to customer success, managing clients in Japan and Southeast Asia. She joined Commune in 2021 and took on the role of business leader for global operations in 2022, becoming an Evangelist in September 2023.

Keita Saito

CEO, Japan Information Co., Ltd.
Keita has a background in major marketing research firms and financial institutions. He has managed research operations from planning to analysis and is currently involved in overall strategic management. He serves as a board member of the Japan Marketing Research Association and is a guest professor at the Information Management Innovation University.

Event Details

- Date and Time: March 5, 2026, 1:00 PM - 2:00 PM JST
- Cost: Free (Pre-registration is required)
- Platform: Zoom Webinar (attendees can join from anywhere)

For video viewing instructions, registrants will receive guidance via email. If you do not receive an email with the event details, please contact [email protected].

Important Notes

- This seminar is targeted at businesses; personal registrations are not accepted.
- Registrations from companies that compete with the organizing companies will not be permitted.