The word "innovation" has been instilled throughout and the need for it in the business is being called out. But many people may wonder how to put innovation in practice.
In reality, there are many companies that do not know how they can apply their technology and resources specifically, even if they see numerous innovation cases in the world.
SEEDATA provides innovation support for such companies.
This time, we would like to know why we are good at supporting innovations of different companies in different fields while introducing examples that SEEDATA actually supports leading companies to startups.
Using SEEDATA’s tribe data to design a customer experience which might be generalized in 5 years
In recent years, major companies have new business divisions, new value creation divisions, and innovation promotion divisions. Data that the population will change in the future, and macro-level surveys that such innovative technologies are coming out are almost curtailed, but they are having trouble in “actually innovating from these data.”
Even in the case of companies that SEEDATA has provided innovation support, we understand the present need that "seniors will be activated in the future" by estimating the number of people who will reach retirement age in the upcoming years, how much financial assets they have, and what kind of products they have.
However, a business will likely to expand over about five years, so when estimating five years time, companies struggle in the point that "can we build a business with the current needs of the people now?" and "is this really an opportunity area for a new business?”
So we need to predict what will happen to the Senior Activation which is estimated to be generalized in five years.
In this case, we can use the Tribe "Senior Warrior", which is often used in SEEDATA. The definition of this Tribe is "a person who will not forget the mind of a corporate warrior even after retirement," and this means people will stay active after their retirement with the attitude as if they were a corporate warrior.
As for now, there aren’t many Senior warriors, but they are expected to increase in the future, so we should visit and investigate those people, enter the community to see what kind of values they have and what actions they will take in the future.
Now, this only happens within the Tribe, but it can be a value and behavior that will surely increase in the future. In order to support this behavior, we will think about what kind of experience can be provided to the senior warrior at first and then form the business model afterwards.
The area of opportunity here is to design customer experiences below,
・What kind of insights a person will have
・When the person has what type of jobs
・What kind of experience to support their accomplishment to their goal
What kind of insights a person with a job has, what kind of job can they do?"
※ Please refer to this article about Job Insight
Introduction of SEEDATA Ethnography ~ 2. Difference between JOB and INSIGHT ~
So how can we implement this method for a client company? We use the resource and technologies that the company has to narrow down the business plan with the customer experience driven approach.
In this case, as our purpose was to do a coworking space business, we actually rent a co-working space by calling senior warriors and held the actual program to see if the participants would pay the money for that event program. It only can be called an “opportunity area” when this is successful.
SEEDATA calls this a demonstration experiment where we create an “opportunity area” based on facts and is the most basic way of innovation method here at SEEDATA.
Find a new seed of application development by applying Tribe to existing technology
On the other hand, in the case of a company that already has the technology and is currently prototyping and commercializing, there is another method to apply several Tribe reports.
One of the strengths of SEEDATA is that we can use our Tribe reports to find out the whereabouts and discover the development of applications without having to investigate customer research for each client.
For example, a company might possess technology that can only be used in the area for sports. However, using our tribe reports, we can detect that they can apply their advanced technologies in the areas of medical treatments, etc.
To give details using an actual case study, there was a certain shooting technology that was only used for sports broadcasting and traditional entertainment broadcast. However, it was found that they can apply the same technique and technologies to help in the field of medical treatments.
On the other hand, among the tribes of SEEDATA, there is a Tribe called "Summerer" that watches videos at double speed and views all videos as a summary. If such people will increase in the future, it may be better to deliver this technology to the Summerer. And soon, we also talked about finding a new customer base with that client.
If we see that we can use the development of applications, we will work with the client by going to the hospital to see if they are going to buy the technology, finding a customer like a first penguin who may be interested in things that are used in the stadium for soccer teams, and even go to an extent of giving a presentation.
Through such a process, we can be confident to say that the technology that has been used in sports can be used for medical systems too, which we finally can admit that it is an opportunity area.
In this way, it is possible to provide innovation supports to research institutes and researchers who want to make an innovation to existing technologies.
When we hold seminars and lectures, we start by attracting people who we think might have interesting technologies. However, if we can find out the opportunity area and the need is to run the business, we also find entrepreneurs.
We can actually think about a prototype and go whether the technology or idea can have the potential to run a business. If that works well, we can spend more money or even start a new company.
This the main feature of SEEDATA's innovation support which examines the area of opportunity and supports everyone until they are convinced that it is an opportunity for their business.
Startup Innovation Support
Finally, regarding startup support for innovation, SEEDATA also invests in other companies.
It is a method of investing in around A company, and treating the core users of the company's services and products as a Tribe and gross-hacking through tribe research. When it comes to round A companies, the users can be considered a tribe where they are early adopters, hence, it is likely that they will represent the future customers’ behaviors and needs.
However, in general, startups of round A companies have not been able to optimize actual data, and it is difficult to understand "what kind of user will be out of frame" and "how the user will change after five years".
In fact, when we proceed with our Tribe Research, we can see how the behavior within the Tribe will increase among the general public in five years. Thus, we can predict how consumer activity will change through cross hacking.
As a method, the company actually introduces all of their core users and we investigate a Tribe around the field and make a proposal to tell what kind of future is likely to come. As for price setting, although there is the minimum survey cost, the rest will be a stock option, and if we invest for a client, the fee will be collected by IPO.
Of course, there may be risks with this method, but there is also the advantage that data can not be obtained by other research companies. Also, that data obtained by our research method can be applied to the innovation support of other companies as well.
Tribe Research for users of startup businesses can be said to be an opportunity finding itself, as it has an easy-to-understand guideline that "If these people's values and behavior increase, the rest of customers will be able to grow by following them." (End)
[Supervisor of this article]
Hiroyuki Miyai. The CEO of SEEDATA.