uSonar Conducts Survey on Data Utilization in B2B Market Development
- Approximately Half of Companies Face Challenges in Understanding Their Market Share -

uSonar Co., Ltd. (Headquarters: Shinjuku-ku, Tokyo; Chairman: Nami Fukutomi; President: Katsuhito Nagatake; hereinafter "uSonar") has compiled the "Survey on Data Utilization in Market Development," based on a questionnaire conducted among 500 business professionals, including those in corporate planning roles at B2B companies.
While 80% of respondents recognize the importance of their company's market development, they also expressed significant challenges, with approximately half of the companies reporting that they are unable to accurately determine their own market share.

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To clarify the management status of customer data and the utilization of customer data in market development, particularly for companies primarily engaged in business-to-business (B2B) transactions.
The survey focused on exploring the awareness of business professionals in planning roles, such as corporate planning and business planning, who are often involved in strategic decision-making for market development.

Target: Planning roles (Corporate Planning, Business Planning, Marketing, Public Relations, Advertising, Sales Promotion, Sales Strategy, etc.)
Survey Period: December 2023
Survey Method: Internet Research; Number of Questions: 11 screening questions + 40 main survey questions
Respondents: 500 (n=500)

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▼ While 80% of respondents recognize market development as "important for business growth," less than 10% consider it "sufficiently effective" in improving performance.
Approximately 80% responded that "it is effective, but there are still challenges."

▼ Approximately half of the companies responded that they are actively pursuing new market development. This trend was particularly prominent in several specific industries.
While the content of market development strategies varies by industry and individual company, approximately 70% utilize some form of data.

▼ The most common specific measure for new market development is prioritizing target approaches based on intent data that indicates a company's interests. Approximately 30% also analyze data accumulated in their CRM.
Departments related to corporate planning showed a tendency to utilize technology and data in selecting their strategies.

▼ Market Share Analysis: Approximately half of the companies surveyed reported that they are unable to determine their own market share.
This trend is consistent across all industries, suggesting that many companies struggle to identify untapped markets or areas where their core strengths can be effectively leveraged.

▼ Market Expansion Strategies: In certain industries, it was observed that there are significant challenges regarding the utilization of data within CRM/SFA systems.

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Contact Information for Inquiries:
uSonar Co., Ltd. Public Relations Department
Email: ir@usonar.co.jp