- The following is content from the press release -
(Head Office: Minato-ku, Tokyo; Representative Director: Yasufumi Takahashi; hereinafter "Conehito"), whose vision is "to create a society where your vision of family can be realized," has started a joint research project with Associate Professor Satoru Yokoyama of the Department of Marketing, Faculty of Business Administration, Aoyama Gakuin University (Location: Shibuya-ku, Tokyo), utilizing big data in the "Mamari" application used by one in three* mothers, in order to achieve the vision. (headquartered in Minato-ku, Tokyo; Yasufumi Takahashi, Representative Director; hereinafter "Conehito"), a company that leads the use of data, has started a joint research project with Associate Professor Satoru Yokoyama of the Department of Marketing, College of Business Administration, Aoyama Gakuin University (located in Shibuya, Tokyo).
■Background
Amidst a rapidly updating living environment and values such as declining birthrates and childbirth and childcare in the Corona disaster, we aim to solve social issues related to pregnancy, childbirth, and childcare through joint research with universities and research institutions, utilizing information contact points and accumulated big data starting with the births of 300,000 families each year.
■ Research Outline
Conehito will conduct joint research with Associate Professor Satoru Yokoyama of the Department of Marketing, College of Business Administration, Aoyama Gakuin University, on the theme of "solving the problems of Mamari users by focusing on their empathy. Associate Professor Satoru Yokoyama of Aoyama Gakuin University will lead the research, with students under his guidance. Mr. Jiro Iwanaga, Representative Director of Eldesh Corporation, will also participate in the joint research as a technical support.
Comments from Associate Professor Satoru Yokoyama
The data provided by Conehito is the real voices of mothers regarding their problems in life, including childbirth and childcare, and how to solve them. Some questions from Mamari users seek "answers" to their immediate problems, while others ask for "empathy" in order to have their concerns heard. In this study, we will conduct an analysis focusing on questions that seek "empathy," with the aim of understanding the causes of the questioners' problems and the severity of their problems. By doing so, we hope that MAMARI will become a service that caters to the anxieties of mothers, and contribute to creating an environment in which mothers can easily raise their children.
■Three features of Conexito data
- Uniqueness of data
The search behavior and question/answer data starting from the date of birth are maintained. By looking at the data together with the date of birth, it is possible to statistically know what mothers are worried about and what they are looking for at any given time. - Data showing the true feelings of households raising children without any construction.
Because the service is specialized for expectant, pregnant to parenting mothers, it maintains text data on various consultations related to small daily problems that occur in the home, education, shopping, living, and so on.
This is different from data that can be obtained through market surveys or questionnaires, and it is data that reveals true feelings without any preconceived notions, because trust with the service in the user has been built. - amount of data
Because Mamari is used by 1 in 3* mothers, we are able to obtain data on the lives and concerns of approximately 300,000 households, starting with approximately 300,000 new users each year. The volume of data accumulated by users to date amounts to 4 million searches and 1.3 million postings per month.
If you are a university, research institution or researcher interested in utilizing Conexito data, please contact us using the form below.
https://docs.google.com/forms/d/e/1FAIpQLScwoMmU70d6ogzeLntieIv2Mxd-Qv0zN-TQnS_wNzC492mDHA/viewform
About Aoyama Gakuin University
Aoyama Gakuin University is a comprehensive school with a 148-year history, originating from three schools founded by missionaries sent to Japan by the Methodist Episcopal Church in the United States. Aoyama Gakuin University opened in 1949 as a newly established university. Today, Aoyama Gakuin University has two campuses, the Aoyama Campus and the Sagamihara Campus, with 11 faculties and 12 graduate schools and approximately 20,000 students.
About Conehit Corporation
With the mission of "creating something indispensable in people's lives," we are a company that supports decision-making in family life events through the power of IT. In the future, we aim to provide services that help families make choices in even more diverse life event areas.
https://connehito.com
Business description: Development and operation of "Mamari," a Q&A application/information site for mothers
Location: Daiwa Azabu Terrace 5F, 3-20-1 Minami-Azabu, Minato-ku, Tokyo
About Tech Vision
Connehito has always used the power of technology and engineering to grow, but we believe that the power of technology and engineering will become increasingly important in order to achieve our vision of "creating a society where your vision of family can come true". We have created the Connehito Tech Vision as a compass that expresses our attitude toward technology and our vision of "Beyond a Tech Company".
https://connehito.com/recruit/tech/
About Mamari
Mamari" is a community brand for women in the midst of pregnancy, pre-moms, and moms, based on the mission of "supporting moms' first steps" and centered on "solving" and "sympathizing" with their concerns.
We solve the problems of mothers through our Q&A application and information media for mothers. One in three mothers* use the app, which receives approximately 1.3 million posts per month and 4 million searches per month.
<Q&A App.
iOS:http://apple.co/2jjuY9f
Android:http://bit.ly/2xt1lsz
<Information Media
https://mamari.jp
*Calculated based on the number of users who have set their childbearing plans on "Mamari" within 2021 and the number of births in the "Vital Statistics" published by the Ministry of Health, Labour and Welfare.
For inquiries regarding this matter, please contact
Conehito Corporation Corporate Brand Growth
E-mail: pr@connehito.com
