Marketing Labs and Think-Tanks
Building on one of the largest data infrastructures in Japan and sei-katsu-sha insight, the source of inspiration for the Hakuhodo DY Group, Hakuhodo DY ONE keeps gaining expertise in sei-katsu-sha thinking. In a world marked by accelerating digitalization and increasingly diversifying behaviors and values of sei-katsu-sha, we have established expert units specialized in specific generations or topics with a mission to understand sei-katsu-sha from every angle. We are determined to conduct advanced marketing research and practice, and through those activities, to provide more elaborate and effective solutions to corporate business challenges.
Reiwa Senior Research Institute
The Reiwa Senior Research Institute is a dedicated marketing unit established to analyze and understand the behavior of modern-day senior consumers, mobilizing specialists at Hakuhodo DY ONE in various disciplines including strategy planners, creators and media planners. In recent years, almost 90% of the population in their 60s have come to own a smartphone, attracting attention as “Reiwa seniors” who use the Internet daily. By delving into the characteristics of those Reiwa seniors, including their use of digital devices and youthful spirit and curiosity, we seek to achieve pleasant communication for the senior population and society as a whole through the selection of optimal media and development of solutions in senior marketing.
Hello Z
Hello Z, a research unit mostly composed of Gen Z members of Hakuhodo DY ONE, is designed to reimagine digital creative to suit the realities of Gen Z. By digging deep into changes in behavior and contact points with information among Gen Z, we organize our unique purchasing behavior model and knowledge of creative design to win them over. Based on those research outcomes, we have built our strengths in seamless execution of the whole process from insight analysis of Gen Z to funnel-conscious media communication design and creative implementation. Through our research and development, we hope to contribute to the improved performance of corporate promotion activities targeting Gen Z, and to stay informed of their real sentiments and trends.
SXO R&D
SXO R&D is a unit designed to conduct research and development for aligning users’ search behavior and corporate business performance under the theme of Search Experience Optimization (SXO). Search engines in recent years have evolved with AI into a platform to offer personalized experience based on a deeper understanding of users’ intent, and not a simple keyword search function. In response, Hakuhodo DY ONE has leveraged its experience and expertise in leading the SEO consulting market over the years to monitor and provide updates on SXO trend surveys and relevant developments inside and outside Japan. In addition, we constantly monitor over 1 million keywords to build an environment that allows us to identify changes following algorithm updates and the latest developments. Multifaceted analysis built on this huge quantitative dataset is the source of the quality SXO consulting service offered by Hakuhodo DY ONE. Our daily R&D activities effectively underpin the business growth of clients.
piONEer Institute for Next-Generation Search
The piONEer Institute for Next-Generation Search is a research project on AI-powered search looking into the potential of advertising in AI-powered search and search AI services and their business impact on existing search ads. Generative AI has become so deeply entrenched in daily life and business activities that it is now indispensable for everything we do. In the world of search, all major platforms are now AI-powered search-compatible, announcing the expansion of delivery space for existing search ads and the release of ads for AI-powered search. In order to respond to such rapid changes and lead the market, Hakuhodo DY ONE aims to develop new advertising strategies and solutions, leveraging its experience and expertise in leading the search ad market over the years.
ONE-AIO Lab
ONE-AIO Lab is a research and development unit of Hakuhodo DY ONE specialized in AI optimization (AIO). We are working to visualize how brand information is displayed on the search screen, evaluate the answers given by AI, develop and verify the effectiveness of optimal communication strategies, and study AI-powered search algorithms. With the rapid penetration of AI search and conversational AI in society, how corporate brand information is recognized by AI and delivered to sei-katsu-sha has become a formidable business challenge. Building on a variety of proving tests and the latest knowledge, ONE-AIO Lab is exploring the requirements for brand information in the AI era. We are seeking to develop solutions to ensure reliable and timely brand communication by addressing the evolving new search experience including the increase in zero-click searches and changes in search queries.
