VETA

What VETA does

VETA Corporation (VETA株式会社) is a Japan-based, Waseda University-born startup established on April 30, 2025, that commercializes a proprietary survey analysis methodology called VE法 (Value Elicitation Method). The methodology was developed by co-founders Teppei Yamamoto (CSO, former MIT professor; conjoint analysis papers with 17,000+ citations) and Airo Hino (CKO, Japan's leading votematch researcher), both current professors at Waseda University's Faculty of Political Science and Economics. VE法 is built on conjoint analysis but adds a feedback loop that returns match scores (マッチ度) and importance weights (重要度) to respondents in real time, enabling independent estimation of element and combination effects, surfacing trade-offs, and suppressing social desirability bias. The technology is patent-pending under Waseda University research.

The company delivers two interlocking offerings: (1) survey analysis and matching applications developed on the VE法 platform, monetized as subscription/recurring technology, and (2) implementation support / consulting services in which in-house social science experts accompany clients from survey design through analysis. VETA sells primarily through direct sales and consultation, with a self-serve free trial experience ("Wasemeshi Matching") used for demonstration. Target customer segments include government and municipalities, political organizations and election campaigns, real estate and property developers, enterprises needing product development support, and academic institutions. Select named customers include Nikkei (election boat match analyses for the House of Representatives and House of Councillors), Shizuoka City (municipal administration), Waseda University Career Center, and Waseda University Milestone Editing Society.

The company is privately held, venture-backed by approximately 200 million yen (~USD 1.38M) from Waseda University Ventures in June 2025, with registered capital of 100,980,000 yen. The founding team comprises a CEO (Taketo Hara, formerly a data scientist at a foreign IT consulting firm), CSO, CKO, CTO (Robert Fahey, ex-Waseda Institute for Advanced Studies lecturer with UK media-tech background), a machine-learning/NLP engineer (ex-Digital Agency Japan; built the KOKKAIDOC parliamentary LLM platform), and a customer success hire from a domestic think tank. Pricing is not publicly disclosed; revenue is not disclosed; the team is sub-10 people and operates from Shinjuku, Tokyo.

Name

VETA

Legal name

VETA株式会社

Website

https://veta.co.jp

Company type

Private

Founded year

2025

Operating status

Operating

Headcount range

1–10 employees

Short description

VETA is a Waseda University-born Japanese startup commercializing VE法, a proprietary conjoint-analysis-based survey technology that surfaces true values and trade-offs via real-time respondent feedback. It serves government, political organizations, real estate, enterprises, and academia through survey applications and expert-led consulting.

Ownership category

akta.pro rank

Headquarters

HQ city

Shinjuku

HQ country

Japan

HQ region

Asia

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

Personnel, Technology or R&D, Operations, Marketing or Sales

Revenue model

1. Survey Analysis Application Development and Provision: VETA develops and provides survey analysis and matching applications based on VE法 (Value Elicitation法). The technology enables organizations to conduct surveys that reveal true values of customers, employees, and residents, providing match scores and importance weights in real-time.
2. Consulting and Support Services: Social science experts provide consultation services including survey design, implementation, and analysis support. Experts accompany clients from initial consultation through results analysis to derive actionable insights.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

VETA develops and provides the proprietary VE法 (Value Elicitation method) survey analysis technology, a feedback-type algorithm based on conjoint analysis that delivers real-time match scores (マッチ度) and importance weights (重視度) to respondents. The company builds custom survey analysis and matching applications on top of VE法 for clients, and pairs the software with end-to-end expert consulting that accompanies customers from survey design through implementation and analysis.

Product overview

VETA provides a unified platform combining its proprietary VE法 (Value Elicitation法) survey analysis technology with implementation support services. The core product is the VE法 methodology, which serves as the foundation for survey analysis and matching applications like ワセメシマッチング. The company also offers consulting services where social science experts accompany clients from survey design through analysis. The portfolio centers on making invisible decision-making values visible through academic-validated methodologies.

Differentiator

Problem solved

Functional benefit

Brands

• ワセメシマッチング (Wasemeshi Matching): A lunch matching application developed in collaboration with Waseda University Milestone Editorial Society.

Products and services

• VE法 (Value Elicitation method)
• Wasemeshi Matching (ワセメシマッチング)
• Survey Analysis / Matching Applications
• Implementation Support / Consulting Services (伴走支援・コンサルティングサービス)

Quantifiable outcome

• VETA's algorithms were adopted by Nikkei for House of Representatives and House of Councillors election boat match analyses
• +1 more outcomes

Named customers4 records

Segments5 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Four partnerships are on record, tiered flagship, minor and core.

• 静岡市 (Shizuoka City)flagshipStrategic or Co-development Partner · 31 March 2026Joint research with Waseda University and Shizuoka City to accelerate application of Value Elicitation method in municipal administration. VE法 has been introduced for citizen consciousness surveys, marking the beginning of municipal utilization.
• 早稲田大学マイルストーン編集会 (Waseda University Milestone Editing Society)minorStrategic or Co-development Partner · 26 March 2026Collaborative development of 'Wasemeshi Matching' service, a demonstration tool using VE法 for lunch restaurant selection.
• 早稲田大学キャリアセンター (Waseda University Career Center)coreStrategic or Co-development Partner · 16 February 2026Joint survey research conducted with Waseda University Career Center to understand what job-seeking students prioritize when choosing employers. Published as press release and whitepaper on student employment values.
• 日本経済新聞社 (Nikkei)coreStrategic or Co-development Partner · 31 January 2026VETA provided analysis and calculation algorithms for Nikkei's boat match tool used for House of Representatives and House of Councillors elections. The analysis results were published as news articles in Nikkei newspaper.

Scale indicators3 records

Recent moves7 records

Expansion highlights6 records

Broad incumbents

• Qualtrics: Global leader in experience management and survey/research software. Competes with VETA in the broader survey and analytics software space, but Qualtrics offers a much wider product suite (CX, EX, brand tracking) and is not specialized in conjoint analysis or feedback-type survey methods.
• Nielsen (NielsenIQ): Global consumer research, audience measurement, and analytics firm. Operates in overlapping market research and consumer insights domains as VETA, particularly for media and consumer products customers.
• Kantar: Global market research and consulting firm offering brand, consumer, and media research including advanced analytics. Competes for enterprise research budgets where VETA's conjoint-based methodology could be applied.

Direct peers

• Sawtooth Software: Specialist in conjoint analysis and choice-based survey software (CBC, ACA, CVA). Directly comparable to VETA's core methodology (conjoint-based preference analysis), and would be the most direct methodological peer in academic and market research settings.
• Conjointly: Conjoint analysis and product research SaaS platform. Offers turnkey conjoint, MaxDiff, and concept testing tools with a similar self-serve + consulting motion to VETA's offering, competing for the same product research and preference modeling buyers.

Regional players

• Macromill: Major Japanese market research and digital marketing services company. Operates in the same Japanese market research ecosystem as VETA and competes for enterprise and government research budgets, though Macromill is a much larger, full-service incumbent versus VETA's specialized methodology.
• INTAGE: Leading Japanese market research firm offering consumer research, consulting, and analytics services. Comparable to VETA as a Japan-based research services provider serving enterprise and government clients with preference/consumer insights.
• 博報堂 (Hakuhodo) Research & Consulting: Major Japanese advertising and research conglomerate offering marketing research, consumer insights, and consulting. Comparable as a Japan-headquartered provider of marketing/consumer research services to enterprise and government buyers.
• Cross Marketing: Japanese market research company providing online survey panels, custom research, and data analytics. Comparable as a Japan-based provider of survey-based consumer insights services targeting enterprise clients.

Emerging players

• Polimetrix / YouGov: Global research data and analytics company known for opinion polling and public attitude research. Comparable to VETA's political/voter preference analysis use case (e.g., Nikkei election boat match applications), though YouGov is a much larger, established global player.

Market position

Strengths3 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights6 records

Customer concentration

• Xx.com/VETA_corp
• Facebookfacebook.com/profile.php?id=61577615717951
• Instagraminstagram.com/veta.corp
• LinkedInlinkedin.com/company/veta-corp

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about VETA