インテージ and NTTデータビジネスシステムズ have begun joint validation of a methodology for evaluating product concepts using AI personas based on SCI® data. The validation will be conducted from 5 October 2026.
インテージ and NTTデータビジネスシステムズ announced that they will begin joint validation of a product concept evaluation methodology using AI personas and data from SCI® (Nationwide Consumer Panel Survey). The aim of the validation is to enhance and accelerate product planning by using actual purchase data.
The validation will combine consumer attribute information accumulated in SCI with actual purchase data to create AI personas, and will relatively evaluate the acceptance and purchase intent of multiple product concepts. This is intended to narrow down promising concepts and target consumers at an early stage, thereby streamlining decisions on additional research and development.
The two companies will validate the methodology's validity and effectiveness and consider deploying it as a customer-facing solution based on the results. By using attribute information and actual purchase data based on SCI data, they aim to establish a framework that supports decision-making during the initial stages of product planning.
The initiative will be conducted as part of a three-company collaboration between the NTT DATA Group and インテージ. Through screening the evaluation methodology using SCI data and validating target selection, the companies aim to improve the speed and precision of product development. They aim to expand the scope of data utilisation in the future.