- Below is the 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 out of three* mothers, in order to achieve the vision. (headquartered in Minato-ku, Tokyo; Yasufumi Takahashi, Representative Director; hereinafter "Conehito"), a leading company in 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, including declining birthrates and the coronary disaster of childbirth and childcare, 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. We aim to solve social issues related to pregnancy, childbirth and child rearing through joint research with universities and research institutions.
■ 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 and solutions in their lives, including childbirth and childcare. Some questions from Mamari users seek "answers" to their immediate problems, while others ask for "empathy" in order to have their worries heard. In this study, we will conduct an analysis focusing on questions that seek "empathy," with the aim of understanding the cause of the questioner's concerns and the severity of the concerns. 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 the data
holds search behavior and question/answer data starting from the date of birth. 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 that reveals the real feelings of households raising children without any preconceived notions
Because we are a service specialized in fertility, pregnancy, and child-rearing mothers, we maintain text data related to various consultations on small daily problems that occur in the home, education, shopping, living, and so on.
This data is different from data that can be obtained through market surveys or questionnaires, and it is data that reveals the true feelings of users without any preconceived notions, because trust between users and the service 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 about 300,000 households, starting with about 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 using 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 Conehito, Inc.
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, the company aims to provide services that help families make choices in even more diverse life event areas.
https://connehito.com
Business: Development and operation of "Mamari," a Q&A application/information site for mothers
Location: Daiwa Azabu Terrace 5F, 3-20-1 Minamiazabu, Minato-ku, Tokyo
About Tech Vision
Connehito has grown by using the power of technology and engineering in the past, 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 family image can be realized". Connehito has created the Connehito Tech Vision as a compass that expresses our attitude toward technology in the "past" and "future" at Connehito, and we have adopted the slogan "Beyond a Tech Company".
https://connehito.com/recruit/tech/
■About Mamari
"Mamari" is a community brand that caters to expectant mothers, pre-moms, and moms with the mission of "supporting moms' first steps", focusing 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.
iOS: http://apple.co/2jjuY9f
Android: http://bit.ly/2xt1lsz
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.
■Contact for inquiries regarding this matter:
Conehito Corporation Corporate Brand Growth
E-mail: pr@connehito.com
