<Case Study> Visualizing the usage process of the younger generation. Clarifying the customer journey through quantitative and qualitative research with Xing.

Testee Inc. (Headquarters: Shibuya-ku, Tokyo; CEO: Shunsuke Hattori), which operates research, promotion, and marketing businesses, conducted a joint survey on the younger generation with Xing Inc. (Headquarters: Nagoya, Aichi; CEO: Yasushi Mizutani) of the USEN & U-NEXT GROUP. We present a case study where data was used for hypothesis testing and strategy formulation by clarifying the customer journey through quantitative and qualitative analysis of karaoke usage habits, from motivation to visit to repeat usage. Xing operates the commercial karaoke service 'JOYSOUND,' which boasts the industry's largest number of songs. In modern times, the flattening of information gathering has blurred the differences in musical preferences across generations. Therefore, they were exploring new targeting approaches based on 'interests and communities' rather than simple age brackets. The survey confirmed the hypothesis that nearly half of the younger generation 'does not specify a machine model,' while also revealing that a significant number of users 'specify JOYSOUND' for specific reasons, providing key insights into competitive advantages. Moving forward, the company plans to share these results with other departments and the development team to approach marketing through both communication and functional appeals.