First, we must have a thorough understanding of the consumer. In other words, we must have an accurate insight into what makes the consumer tick. We cannot create an amazing encounter between a brand and the consumer unless we know what kind of things interest the consumer, what sort of products the consumer uses, what kind of brands the consumer likes, and what kinds of media the consumer comes into contact with. We gather a variety of consumer data, which forms the basis of our planning, through our annual consumer survey of 10,000 people. Using data obtained from this survey, we create “target scopes” that divide consumers into different categories based on their values and attitudes, which we use at the planning stage. We pay particular attention to children, and conduct a unique analysis of this “kids’ category.” We also make information that is not usually obtained from standard surveys available to those outside the company under our “Kids Marketing Project.” This includes data on what children really think and their relationships with their parents.