Researchers from IDEAFUND conducted a research presentation about ‘Understanding consumers based on Data-Ethnography’

Ideafund Co., Ltd. (Founder & CEO: Naoko Okawachi, Tokyo), a behavior observation company that applies cultural anthropology techniques, has conducted a joint research project with Intage Inc. We have been developing “data ethnography” as a new research methodology that combines data and ethnography.

The research theme was “What is the feature of consumer in 2040?”. Conducting virtual fieldwork on the behavior log data held by Intage Inc., we gained various consumer insights. The research results were presented at the GLOCOM Research Workshop held on September 2, 2021.

Understanding consumers based on Data-Ethnography
Ideafund Co., Ltd.   Naoko Okawachi / Tetsuya Ota
Intage Inc.      Tetsuya Nihei / Mikako Kobayashi
In the Japanese market, while it is becoming more important to obtain consumer insights in order to solve marketing issues and create new products and services, the limitations of existing research methods have also been pointed out.
As a specific issue in the existing method, it can be pointed out that quantitative surveys and statistical analysis of action logs are not suitable for obtaining “new discoveries” because they only understand the current -snapshot- situation. In addition, FGI and IDI can raise problems such as being unable to hear the true intention or unconsciousness of respondents, and accidentally guiding respondents to the intention of the investigator.
Based on the above awareness of issues, ideafund and Intage Inc. conducted joint research. By combining “quantitative research / behavior log data” and “ethnography”, we tried to develop data ethnography as a new research methodology.
Using unique perspectives such as repetitiveness, specificity, change, and connectivity, we observed data about the past year’s purchase logs and media contact logs (web, apps, TV, etc.) of respondents. As a result, we identified characteristic behaviors, analyzed lifestyles and values of them as insights.
※You can download the presentation materials from the link
※Only in Japanese


IDEAFUND is a professional research company located in Tokyo. Since its foundation in 2018, its founder Naoko and her colleagues have applied the methodology of cultural anthropology to market/consumer research. By doing so, they have always tried to understand the wholeness of consumers/users and to find some keys to innovation.

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