Co-Creating Social Innovation through Participatory Research - A Case Study of LY Communications Corporation
I am Yaunobu Morita, The Head of the Citizen Science Research Center(Fukuoka University). Our seminar has been focusing on citizen science as a central theme. We aim to create a culture where diverse people can engage in research activities, fostering curiosity. Through activities where people from various positions participate and generate new value, we are exploring novel forms of knowledge production.
Leveraging the characteristics of our commercial faculty, we are focusing on the possibilities of participatory research closely related to business. Our students interview companies and share these cases in both Japanese and English. This time, we are grateful for LY Communications Corporation. The following is a case report.
Introduction
The Morita Yasunobu Seminar in the Faculty of Commerce at Fukuoka University is conducting research on companies that utilize participatory surveys. Citizen science and other forms of participatory research not only lead to new discoveries, foster participants' curiosity, and help solve local issues, but also create new social relationships and learning environments within the community, demonstrating various social significance. However, participatory surveys face challenges such as how to create a smooth participation experience and how to continuously conduct such research. We believe that hints to solving these challenges might be found in similar initiatives by private companies.
Another challenge is that there are relatively few cases of participation research being shared internationally from Asia. In addition to sharing cases domestically through Japanese articles, we will create English versions to disseminate information globally. We want to share meaningful cases from Fukuoka with the world.
This time, with the cooperation of LY Communications Corporation, we would like to introduce a highly socially contributive participatory survey being implemented in Fukuoka City as the first installment of our research.
LY Communications Corporation is responsible for the operation of services offered by LY Corporation, customer support and joint business with other companies in Fukuoka city. Their mission is to create a "WOW" life platform that brings excitement to the daily life of LINE user, focusing on meeting their needs and enhance user convenience.
LY Communications Corporation utilizes Participatory Action Research by local resident to solve address faced by companies and organizations in Fukuoka by providing data assets from LINE users. We will now introduce three case studies.
※ LINE is a popular free messaging application, primarily used in Japan. It allows users to easily communicate with friends, family, and colleagues via smartphones or computers. LINE is widely used as a tool for staying connected, offering features like text messaging, voice and video calls, and sharing photos and videos. It has become an essential communication platform in the daily lives of many people in Japan.
１．LINE × Fukuoka City Hall: "Road damage reporting system"(2019)
Initiative: Enhancing the lives of local resident through the Fukuoka City LINE official account.
The Fukuoka City LINE official account has 1.9 million users. The users can access a variety of information, including emergency management, separation of garbage, and upcoming events. Convenient features have spread through word of mouth, particularly among women in their 30s and 40s. We will now present "the Road damage reporting system" leveraging this account.
Fukuoka City's Issue : Damage to public facilities such as roads, parks and electricity poles was reported via phone, making it difficult to accurately convey the location and extent of the damage.
Action: The "the Road damage reporting system"(2019～) was developed in 2019 as a solution to this issue. Local resident can report damage roads, guardrails, and parks in city areas that they regularly use through the Fukuoka City official account. They can send photos and location information via LINE.
This is a citizen-driven participatory research on reporting infrastructure damage.
When exigency is high.
(1) it spoils by Roads, Rivers and a park, and it's found.
(2) I call Ward Office.
(3) corresponding to a repair.
> (1) the response (2) is response by a citizen, and by which (3) is the Fukuoka city side
Usual in case of
(1) it spoils by Roads, Rivers and a park, and it's found.
(2) position information, a picture and detailed information, etc. are sent in LINE.
(3) Ward Office division in charge receives.
(4) field validation
(5) the in case of which wasn't a management thing in the city, as the need arises, for an administrator, dissemination of information
(6) when exigency considers correspondence and is low, the in case of which was a management thing in the city is for follow up. When exigency is high, a repair corresponds.
> (1) the response (2) is response by a citizen, and by which (6) is the Fukuoka city side from (3)
Results: More than 100 reports are submitted monthly. City officials prioritize repairs for the most urgent issues.
Effect: The location data and photos sent via LINE enable accurate assessment of damage locations and severity, making it easier to prioritize repairs.
２．LINE×Fukuoka Smart City Community: "Disaster Preparedness Selection" (2022)
The Fukuoka Smart City Community is a diverse network where local resident, companies, municipalities, and educational institutions come together to create opportunities for community development. They carefully consider the increasingly complex needs of the city, and take actions aimed at solving social problems and expanding the possibility of the city becoming safer.
We will present the 'Disaster Preparedness Selection' project carried out via this community.
Social Issue : Natural disasters like earthquakes and typhoons have increased in Japan, raising disaster awareness among local resident. However, few people take action to prepare for disasters.
Action: To stimulate citizen engagement, the "Disaster Preparedness Selection" project was launched in 2022. Promoted through over 40 media outlets, Fukuoka resident was presented with nine disaster prevention themes, including 'Pet Disaster Preparedness', 'Gourmet Disaster Preparedness', 'Treasured Belongings Disaster Preparedness', 'Commuting Home Disaster Preparedness', 'Solo Living Disaster Preparedness', 'Tourism Disaster Preparedness', 'Children's Disaster Prevention', 'Home Selection Disaster Preparedness', 'Conversation for Disaster Preparedness'. They were invited to vote on their preferred topics.
Results: Out of approximately 11,000 votes, "Pet Disaster Prevention" was the top choice, receiving 1,864 votes('Conversation for Disaster Preparedness' came in second place, while 'Children's Disaster Prevention' took third place) . Companies like GooDay Co., Ltd (a Japanese company specializing in home improvement, DIY supplies, and gardening products.) and HANDS INC(a Japanese lifestyle and DIY store offering a wide variety of products.) created promotional sections for pet disaster preparedness. They showcased products like pet food and pet toilets, and posted on their official LINE account about disaster preparedness.
Effect: Presenting issues as "disaster preparedness candidates" encouraged Fukuoka resident to discuss and implement disaster measures. Additionally, this increased the popularity and favorability of their company.
The survey was fundamentally community-driven, with experts providing advisory support. Citizens engaged through a voting mechanism, and the community independently analyzed the research findings, subsequently translating these insights into concrete practices. This represents a quintessential participatory research model.
Fukuoka’s companies exhibit a strong commitment to regional development, often collaborating on projects even when they are not directly profitable.
3. LINE×ChariChari: "Request charichari to look for great new locations of stations" (2023)
Charichari is a bicycle-sharing service primarily available in Japan that originated in Fukuoka in 2018. It offers an easy and eco-friendly way to get around the city. Users who have the charichari app can rent a bicycle through the app, pick it up at dedicated stations located at various locations, and return it to any other station within the service area. The city's compact layout and gentle terrain align well with Charichari's business model. The service has successfully expanded to Nagoya, Tokyo, and Kumamoto.
To address Charichari's issue, they implemented a participatory research approach called "Request charichari to look for great new locations of stations".
ChariChari's Issue : To enhance customer satisfaction, it was necessary to increase the number of dedicated stations in Fukuoka City. However, determining the exact locations and regions for these ports was extremely challenging.
Action: "Request charichari to look for great new locations of stations" is the initiative that was planned to address this issue. This user-driven initiative collected requests via LINE to establish new dedicated stations.
Users of ChariChari send information of location where they want the service's operating company to install bicycle sharing ports. The information is provided to the service's operating company, and data about users' desired installation locations is accumulated. Charichari uses the port location research conducted by its users.
Results: 5,700 requests were received in one year, leading to the creation of 27 new stations.
Effect: Stations were created in locations requested by users. They became possible to cycle more closer to their destination than before and charichari’s customer satisfaction enhanced.
Incentives for participants:
1. Enhanced convenience for users, User can go wherever by bicycle.
2. Charichari app coupons for discount rides User can ride cheaply by the coupon. It was distributed as a surprise.
3. Coupons are distributed as a surprise to users who made requests during a specific period.
While a few prank requests were submitted, most participants were genuinely motivated by personal convenience. Following the success in Fukuoka, the project expanded request areas nationwide started April 19, 2024.
Reflections on writing this article
LY Communications Corporation addresses social challenges through participatory initiatives, achieving "co-creation" that goes beyond mere service provision. Rather than simply aiming to enhance corporate visibility, they focus on enriching local resident’s life. This approach builds trust between companies and local resident, creating valuable, community-centered outcomes and contributing to regional development. The mindset of participating local resident reflects a coexistence of self-interest and altruism, as their actions to improve their own lives ultimately benefit society as a whole.
The initiative exemplifies participatory research, with community-driven participation rather than solely relying on researchers.
(Please find below the slide highlighting the main points of our research.)
We have now completed our report. Thank you for your time and attention.
Japanese ver.↓