Unveiling the Insights from Haseko Group's Lifestyle Survey on Individuality

The Haseko Group, led by Haseko Corporation based in Minato, Tokyo, has conducted an extensive survey exploring the concept of “living authentically.” Through the official website of the Brandiera Club, they aimed to understand how approximately 6,000 participants view their individual lifestyles.

The methodology involved a web-based questionnaire targeting Haseko Group's 483,000 club members across Japan. The main question posed was, “What does a more fulfilling ‘authentic life’ mean for you?” This inquiry aimed to grasp contemporary values and lifestyle trends, yielding significant observations about the modern-day experiences of individuals.

Using advanced analysis techniques, including an AI-driven broad listening tool named “Talk to the City,” the data was categorized, summarized, and visualized. This innovative approach allowed for a comprehensive understanding of how individuals actualize their unique lifestyles while identifying barriers when they are unable to do so. By assessing both diversity and commonality, the findings form the basis for new product and service developments within the Haseko Group, acting as a cornerstone for their marketing strategies.

Currently, the Brandiera Club is in the midst of another lifestyle survey focused on value systems, which runs from February 10 to February 23, 2026, exclusively for club members. This initiative aims to harness the power of advanced technologies including AI for marketing activities. By widely publishing the results, they hope to engage in co-creation efforts with corporations, municipalities, research institutions, and the general public, accelerating their endeavors in addressing social challenges and creating new value.

Analysis of Results Using Broad Listening

The broad listening technique, effectively contrasted with conventional one-way broadcasting, aggregates and summarizes the voices of numerous individuals for better clarity and insight. “Talk to the City,” offered by the nonprofit AI Objectives Institute in the United States, is an open-source tool designed to analyze extensive opinions and survey results via AI technology.

Survey Overview and Key Findings

- Method: Web Questionnaire
- Survey Period: October 2-15, 2024
- Valid Responses: 5,902
- Demographic Profile: Refer to accompanying graphs

Key Question: Are You Living Authentically?

- Challenges by Life Stage:

- Gender Trends: Responses indicated that only men felt overwhelmed by balancing home and work responsibilities, highlighting the distribution of household responsibilities and roles. Feedback on space utilization revealed dissatisfaction such as “my home feels cramped and cluttered.”
- Age Trends:
- 30s to 40s: Both genders identified the challenge of juggling work, parenting, and home life as a significant theme.
- 50s: Increasing dominance of work in the lives of individuals assuming responsible positions.
- 60s to 70s: The role of caregiving ranked highly, predominantly reported by women, reflecting societal expectations as caretakers of familial responsibilities.

For detailed results of the survey, you can refer to the following URLs:

About the Haseko Group Brandiera Club

The Brandiera Club's official website was launched in 2014 to provide information and services tailored to residents living in Haseko's condominiums. A comprehensive renewal is scheduled for April 2025, enhancing features to address minor challenges and essential preparedness in everyday living. Membership has seen a steady increase to 483,000 as of January 2026, bolstering enriched survey activities focused on lifestyle issues.

For more information, visit the official website: Haseko Group Brandiera Club