TOTO Launches Uni Research to Accelerate User Research

Product Force Co., Ltd., which operates the direct research platform “Unny Research,” is pleased to announce that TOTO Ltd. has adopted “Unny Research” with the aim of strengthening TOTO’s market-in activities in the domestic housing remodeling market. With this adoption, TOTO will conduct “quantitative x qualitative” research combining questionnaires and user interviews. They will collect the voices of hundreds of people in 2 to 3 days and use this to refine their marketing strategies based on the true feelings of consumers.

TOTO develops and sells water-related housing equipment such as toilets, bathrooms, kitchens, and vanity units, including the “Washlet,” both domestically and internationally. In 1993, recognizing the demand for renovations of existing homes, TOTO announced its “Remodel Declaration.” Since 2018, TOTO has been promoting “Anshin Remodel,” which aims to make the information customers want to know “visible” and “understandable” so that even first-time remodelers can proceed with their renovations with peace of mind. They have been working to provide value at each touchpoint, including their official website, showrooms, and call center.

The Remodel Sales Planning Group at the Sales Headquarters, which introduced Uny Research this time, was in addition to its “foundation-building” work of compiling research results from each department, it was also working to shift to “proactive research” that reflects consumer voices in strategies and product planning.

- Advertisement -

Also Read: WingArc1st, Infomart Enable Direct E-Invoice Integration

On the other hand, our previous customer understanding relied primarily on face-to-face interviews with showroom visitors and feedback received through our call center. This resulted in time-consuming coordination with relevant departments and a bias in the attributes of survey participants, making it difficult to capture the voices of those who had not yet interacted with TOTO. Against this backdrop, we decided to introduce Uny Research in order to collect consumer feedback more quickly and broadly, and to improve the accuracy of our marketing strategy.

Source: PRTimes