Label legendmeasuredconsensusderivedassumptionno data
01At a glance
2,190,737
Monthly situation search volume
20
CEPs · 3 situations without link evidence listed separately
10
Unclaimed situations
72.3%
Largest CEP share · 運動中の日焼けが気になるとき
Start here
1運動中の日焼けが気になるときUnclaimed situation volume 0Brands already show up here (leader: アネッサ) → challenge with differentiated content & search; defend if it's yours
2毛穴や凹凸をカバーし、崩れにくい化粧下地が欲しいときUnclaimed situation volume 41,033Low search volume → deprioritize for now (start with the big situations above)
350代で加齢による肌悩みを抱えるとき、肌を綺麗に見せたいときUnclaimed situation volume 426Weak evidence that this situation leads to 日焼け止め → test small around the linking queries before scaling
Unclaimed situation = a CEP where no brand was detected in its journeys or SERPs · Unclaimed situation volume = situation volume × (1 − brand fit). Situation volume is a proxy for how often the moment happens, not the volume of category-name searches
Weak evidence that this situation leads to 日焼け止め → test small around the linking queries before scaling evidence weak
3 situations with no search evidence linking to 日焼け止め (category-expansion candidates)
No searches or mentions leading from these situations to 日焼け止め were found. They are not counted as existing demand (power 0%); treat them as a separate category-expansion task: getting people to think of 日焼け止め in these moments.
Click a column header to sort by it · click a CEP name to jump to its detail card
Power = this situation's share of all CEP situation searches (bigger = wider door in) · Brand competition = whether brands show up in this situation's journeys/SERPs · Evidence = strength of the supporting search evidence (strong/medium/weak)
03Content opportunityderived
big needs the category does not reach yet
Three numbers per situation: how big the situation is (a ceiling), how strongly it already leads to the category (connection signal), and the difference (unconnected searches). The bigger the difference, the sooner content should make the connection.
2,190,737Situation searches (monthly, ceiling)
0.33Average connection (search-weighted)
1,468,004Unconnected searches (monthly, content opportunity)67% of situation searches
Situation searches = how often the situation occurs (monthly average): the largest size the category could serve, not the number of people solving it with the category. Connection signal = the average of search connection (direct 1 · linked 0.67 · weak 0.33 · none 0) and AI-answer connection (share of the situation's representative results that name the category; AI Overview or citation 1, other results 0.5), measured parts only. Unconnected = situation searches × (1 − connection). Quadrant cut-offs: median situation searches 23,833 · connection 0.5. 'Not measured' means no results were fetched for that situation; 0 means measured with no mention.
Cell = that month's average volume ÷ overall monthly average (1.0 = average). Bold = peak month.
Monthly search volume per situation over 48 measured months: when and how often each situation occurs. Combined with survey data, it shows both the size of a situation and how it changes.
Rule: growing/declining = trailing 12-month sum vs the prior 12 months ±20% or more / peak month = calendar-month index ≥1.30 / seasonal = max ÷ min month index ≥1.8. Monthly values are measured monthly search volume [measured]; CEP series are sums over measured measured queries [derived]. Unlike survey CEP power (share of respondents), this frequency is search occurrence.
05Competitive structurederived
fixed leaders, contested and open situations
fixed leader (7)
運動中の日焼けが気になるとき 72.3% · leader アネッサ 100% · #1–#2 gap 100.0pt
Contested = gap between #1 and #2 ≤10pt · dispersed = leader share <35% · HHI = sum of squared shares. Core CEPs (power ≥ median) are filled, others faded. Unmeasured are dashed (unknown, not empty).
06CEP power
each situation's share of all situation searches
total 20 CEP · [derived] power = the CEP's search volume ÷ total volume of all CEPs
3 situations with no evidence linking to the category are left out of this chart (power 0%).
07Brand × entry situation
claimed vs. open (all CEPs)
Brand links measured for 13 of 23 entry situations · the other 10 are graded as opportunities. Small k/m in a cell = brand-mention sample (small m = low confidence).
アネッサ
ビオレ
資生堂
キュレル
無印
オルビス
アスタリフト
運動中の日焼けが気になるとき72.3%
100%5/5
·
·
·
·
·
·
アウトドアの日焼け対策10.8%
33%
33%
33%
·
·
·
·
小学生の肌守る4.4%
75%12/16
19%3/16
·
·
6%1/16
·
·
通勤時の日焼けが気になるとき2.7%
76%6/8
·
·
12%1/8
12%1/8
·
·
スキー 日焼け止め2.6%
50%
50%
·
·
·
·
·
毛穴カバー下地2.2%
Land-grab: unclaimed 2.2% · mo. 41,033
毎日使う対策1.5%
50%
·
50%
·
·
·
·
肌荒れ対策1.3%
·
50%
·
50%
·
·
·
日焼け対策0.8%
16%
84%
·
·
·
·
·
美肌を目指す0.8%
12%
12%
38%
12%
·
25%
·
紫外線対策0.4%
50%
·
50%
·
·
·
·
シミケア対策0.2%
38%
·
50%
·
·
12%
·
40代のシミ対策0.1%
·
·
20%
·
·
40%
40%
プール準備リスト0.0%
20%
20%
60%
·
·
·
·
50代の肌悩み0.0%
Big land-grab: large unclaimed situation 0.0% · mo. 79,500
日常使いの肌ケア0.0%
Big land-grab: large unclaimed situation 0.0% · mo. 53,166
海辺の日焼け対策0.0%
Big land-grab: large unclaimed situation 0.0% · mo. 201,098
トラック運転 日焼け止めno link evidence
No search evidence linking to 日焼け止め: a category-expansion task, not existing demand no link evidence · mo. 33,566
夏対策 日焼け止めno link evidence
No search evidence linking to 日焼け止め: a category-expansion task, not existing demand no link evidence · mo. 1,973
夏支度 日焼け止め0.0%
Small situation: low priority 0.0% · mo. 283
屋外活動 日焼け止めno link evidence
No search evidence linking to 日焼け止め: a category-expansion task, not existing demand no link evidence · mo. 90
エンビロン 紫外線0.0%
Small situation: low priority 0.0% · mo. 10
エンビロン下地0.0%
Small situation: low priority 0.0% · mo. 10
[derived] · colored cell = measured share (k/m sample) · green/amber row = land-grab opportunity (no brand linked, by situation size) · gray row = small · "·" = not queried (no data ≠ 0)
Discovered category brands (unlinked): アルビオン, ダルバ
Brand counting basis: direct brand-name mentions (no product-name mapping).
Link rate = share of search paths through this situation whose later queries contain a category term (日焼け止め) [derived]. low <20% · high ≥50%. Power ≥ median and low = category-growth candidate (the situation is big but the category is not chosen yet). Only journeys starting from the situation term are used; the category-anchor journey is excluded (linked by construction). CEPs whose own queries already contain the category term are skipped.
09W-axis mixassumption
where this map's situations cluster
Why · purpose/benefit5 CEPs · power sum 7%
Who · for whom2 CEPs · power sum 2%
When · timing/trigger6 CEPs · power sum 5%
Where · place6 CEPs · power sum 3%
While · doing what1 CEPs · power sum 72%
With whom2 CEPs · power sum 11%
Feeling · mood1 CEPs · power sum 0%
BEP (benefit entry points): 0 / 23
All seven axes have CEPs.
The W-axis shows the angle each CEP arises from (why, for whom, when, where, while doing what, with whom, feeling) [assumption]; when scene-7W evidence exists, the most populated axis is used [derived]. BEP = entries where the desired outcome comes first, like why or feeling.
10Audience in the query
Who it is for
Only searches that name an audience (the recipient, companion or user) are counted, and their monthly volume summed. It reads who people search for, and with whom, straight from the queries.
Measured queries × fixed lexicon classification [derived]. A query naming two audiences counts in both.
11Evidence grade
What the qualitative attributes rest on
Nano intents, KBFs, constraints, avoidances, thresholds and reasons to believe carry one of four labels. Measured means the condition exists as real search queries with measured monthly volume. Consensus means Google's SERP and AI Overview state the same thing across several queries. A SERP is ranked and summarized from the click feedback of the people who searched that query, so content that repeats across queries and independent sources is read as what that society agrees on about the topic.
Sum of monthly volume of measured queries that state the attribute's condition: queries containing its key terms verbatim, or queries that say the condition in other words (condition word checked, passed a separate review). Attributes hitting the same query set are merged. Trend uses 48 months of monthly volume (last 12 vs prior 12 months).
Content that recurs in the SERP/AI Overview of several queries. The number of queries and their summed monthly volume is the size of the consensus. This layer covers what search volume cannot measure directly: cautions, recommended values, reasons to believe.
12Search data used in this report
A CEP is a situation that many search signals point to together, not a single keyword. This shows how much related-search, search-path, search-cluster, SERP text, PAA and AI Overview data was collected, and which of it served as evidence for each CEP's scene (when, where, why, with whom) and its nano context, KBF, constraints and avoidances.
Data
Collected
Used as CEP evidence
Related searches
250
in the dossiers of 20/23 CEPs times cited for attributes/7W: related searches 42
Search paths
2,025 paths (incl. 7 deep-measurement paths)
in the dossiers of 8/23 CEPs times cited for attributes/7W: previous search in path 9, next search in path 50, searched in the same path 38
Search clusters
6 clusters · 484 queries
in the dossiers of 0/23 CEPs
SERPs (Google results)
44
in the dossiers of 23/23 CEPs times cited for attributes/7W: top results 113, AIO citations 37
AI Overview
26
in the dossiers of 18/23 CEPs times cited for attributes/7W: AIO 102
CEPs surface in different places depending on the topic and situation: some in search paths, some in clusters or related searches, some in AIO and PAA. Left: share of the CEP's measured query volume found in each source (discovery). Right: how often each source was cited for the scene 7W and attributes. 'none' means that source never reached this CEP.
Scene: when, where, why, with whom MomentLooks furtherNeed recognized
When
運動中
Where
屋外
With / for whom
女性
While doing
自転車に乗る時ランニングスキー
Only items confirmed by evidence pointers into search queries, the searches just before in search paths, same-cluster queries, and SERP lines. Hover the dotted underline to see the evidence.
Where this situation showed up (share of search volume) mined from paths/clusters/AIO 100%
No category brand is mentioned anywhere in the SERPs of the 3 queries for this situation. Search AI does not bring up any brand here yet (room to claim it).
Scene: when, where, why, with whom MomentLooks furtherNeed recognized
Where
ドラッグストア
With / for whom
30代40代50代
With what
リキッドファンデーション日焼け止め
Only items confirmed by evidence pointers into search queries, the searches just before in search paths, same-cluster queries, and SERP lines. Hover the dotted underline to see the evidence.
Where this situation showed up (share of search volume) related searches 100% · search paths 100% · AIO 100% · PAA 100%
There is measured evidence that searches in this situation lead to 日焼け止め.
Linking queries (measured)
日焼け止め と化粧下地 4,733化粧下地 日焼け止め 4,733日焼け止め化粧下地 2,966
Search paths
3 of 200 paths through this situation's queries went on to a 日焼け止め or brand search化粧下地 → 40代 化粧下地ランキング → 化粧下地ランキング 40代 アットコスメ化粧下地 → 40代 化粧下地ランキング → 化粧下地ランキング 40代 アットコスメ
SERP & AI Overview
2 of 30 lines across 1 SERPs for this situation mention 日焼け止め or a brand‹スキンケアで肌を整えた後、日焼け止めの段階（UV効果がない下地の場合）または下地を適量手の甲に出します。› (AI Overview · 化粧下地)‹資生堂 マキアージュ ドラマティックスキンセンサーベース NEO 25ml | Product Description This product is a powerful anti-sagging base from Maquillage› (AI Overview source · 化粧下地)
What SERPs recommend in this situation
化粧下地クリーム美容液下地コントロールカラープライマー毛穴カバー下地BBクリーム
Next actionLow search volume → deprioritize for now (start with the big situations above) evidence strong
Investment priority derived
Investment candidate #2Unclaimed situation volume up to 41,033/mo
Market size 3 · Brand fit – · Provability 100(evidence easy to substantiate), highest-priority investment on this 3-axis combination
Combines the 3 selection axes + power/volume via a fixed rule; a new calculation only, no new data
Search journey: just before and after derived
Adjacent transitions aggregated from 200 measured paths; an aggregate graph flow, not one person's timeline
No category brand is mentioned anywhere in the SERPs of the 1 queries for this situation. Search AI does not bring up any brand here yet (room to claim it).
Appendix: AI search exposure
Source types AI cited derived
Other100%
The 2 source(s) AI Overview/PAA cited as evidence for this CEP, re-aggregated by source type; Other looks most valuable for this CEP's AI exposure
Reference block needed only when managing AI (AI Overview / chatbot) exposure. The blocks above cover situation understanding and marketing decisions.
Scene: when, where, why, with whom MomentNeed recognizedLooks further
Why
心身の変化に合わせて自分らしい暮らしや働き方を整え直す更年期へのケア
With / for whom
50代50代女性メンズ
Feeling
不安肌が綺麗に見える
Only items confirmed by evidence pointers into search queries, the searches just before in search paths, same-cluster queries, and SERP lines. Hover the dotted underline to see the evidence.
Where this situation showed up (share of search volume) mined from paths/clusters/AIO 100%
No category brand is mentioned anywhere in the SERPs of the 1 queries for this situation. Search AI does not bring up any brand here yet (room to claim it).
Scene: when, where, why, with whom MomentNeed recognizedLooks further
When
毎日普段の生活2〜3時間程度の外出
Where
屋外
With / for whom
赤ちゃん
While doing
軽いスポーツやレジャー
Feeling
焼きたくない
Only items confirmed by evidence pointers into search queries, the searches just before in search paths, same-cluster queries, and SERP lines. Hover the dotted underline to see the evidence.
Where this situation showed up (share of search volume) mined from paths/clusters/AIO 100%
no search paths, search clusters data reached this CEP
No category brand is mentioned anywhere in the SERPs of the 1 queries for this situation. Search AI does not bring up any brand here yet (room to claim it).
Scene: when, where, why, with whom MomentLooks furtherNeed recognized
Where
野外
With / for whom
アウトドア愛好家
With what
日焼け止めクリームサングラスアウトドアグッズフェイスカバー
While doing
キャンプハイキング登山ウォーターアクティビティ
Only items confirmed by evidence pointers into search queries, the searches just before in search paths, same-cluster queries, and SERP lines. Hover the dotted underline to see the evidence.
Where this situation showed up (share of search volume) related searches 98% · search paths 51% · AIO 69% · PAA 100%
Scene names are [assumption] bonded to quoted evidence · volume is the measured sum of scene-attributed queries [derived] · evidence-less scenes are discarded by code
Search journey: just before and after derived
Adjacent transitions aggregated from 400 measured paths; an aggregate graph flow, not one person's timeline
Based on the SERPs of 5 queries for this situation. A mention in the AI Overview body scores 2, in cited sources, PAA or top organic results 1 (presence per query, not repeat counts). Shows which brands Google's search AI brings up for this situation; a different lens from path-based linkage (consumer behavior). [derived·SERP]
Scene: when, where, why, with whom MomentLooks furtherNeed recognized
Why
肌本来の美しさを目指したい
Only items confirmed by evidence pointers into search queries, the searches just before in search paths, same-cluster queries, and SERP lines. Hover the dotted underline to see the evidence.
no search paths, search clusters data reached this CEP
There is measured evidence that searches in this situation lead to 日焼け止め.
Linking queries (measured)
No query combining the situation and '日焼け止め' (2 candidates measured)
Search paths
No paths pass through this situation's queries
SERP & AI Overview
3 of 34 lines across 1 SERPs for this situation mention 日焼け止め or a brand‹紫外線対策: 日焼け止めや日傘で一年中紫外線を防ぐ。› (AI Overview · 美白)‹さらに詳しいおすすめのアイテムやスキンケア方法を知りたい場合は、資生堂の美白ケア解説も参考になります。› (AI Overview · 美白)
Based on the SERPs of 1 queries for this situation. A mention in the AI Overview body scores 2, in cited sources, PAA or top organic results 1 (presence per query, not repeat counts). Shows which brands Google's search AI brings up for this situation; a different lens from path-based linkage (consumer behavior). [derived·SERP]
Scene: when, where, why, with whom MomentNeed recognizedLooks further
Why
バリア機能の低下乾燥紫外線生活習慣の乱れ間違ったスキンケア
With / for whom
30代
Feeling
赤みニキビブツブツカサつきかゆい
Only items confirmed by evidence pointers into search queries, the searches just before in search paths, same-cluster queries, and SERP lines. Hover the dotted underline to see the evidence.
Where this situation showed up (share of search volume) search paths 100%
No category brand is mentioned anywhere in the SERPs of the 1 queries for this situation. Search AI does not bring up any brand here yet (room to claim it).
Appendix: AI search exposure
Source types AI cited derived
Other100%
The 2 source(s) AI Overview/PAA cited as evidence for this CEP, re-aggregated by source type; Other looks most valuable for this CEP's AI exposure
Reference block needed only when managing AI (AI Overview / chatbot) exposure. The blocks above cover situation understanding and marketing decisions.
Scene: when, where, why, with whom MomentNeed recognizedLooks further
When
1年を通して
Where
室内
Only items confirmed by evidence pointers into search queries, the searches just before in search paths, same-cluster queries, and SERP lines. Hover the dotted underline to see the evidence.
Where this situation showed up (share of search volume) AIO 100% · PAA 100%
no search paths, search clusters data reached this CEP
There is measured evidence that searches in this situation lead to 日焼け止め.
Linking queries (measured)
シミ対策 日焼け止め 76日焼け止め シミ対策 76
Search paths
No paths pass through this situation's queries
SERP & AI Overview
3 of 31 lines across 1 SERPs for this situation mention 日焼け止め or a brand‹日焼け止めを毎日塗る: 室内や曇りの日でも紫外線は届くため、1年を通して日焼け止めを使用します。› (AI Overview · シミ対策)‹しみ対策を解説！原因や予防方法、しみ消しにおすすめのスキンケアも紹介 | しみ対策の基本は、なるべく紫外線を浴びないようにすることです。日焼け止めクリームを塗ったり、UVケア効果のある化粧品を使用したりすることに加えて、肌に良い栄養分を .› (search result · シミ対策)
Brand linkage
Brands measured in situation + category searches: 資生堂, アネッサ, オルビス
What SERPs recommend in this situation
化粧水美容液内服薬美容医療クリーム
Next actionBrands already show up here (leader: 資生堂) → challenge with differentiated content & search; defend if it's yours evidence strong
Investment priority derived
Investment candidate #8Unclaimed situation volume up to 1,450/mo
Market size 0 · Brand fit – · Provability 100(evidence easy to substantiate), highest-priority investment on this 3-axis combination
Combines the 3 selection axes + power/volume via a fixed rule; a new calculation only, no new data
No category brand is mentioned anywhere in the SERPs of the 1 queries for this situation. Search AI does not bring up any brand here yet (room to claim it).
Scene: when, where, why, with whom MomentNeed recognizedLooks further
When
毎日
Why
シミを予防したい
With what
日焼け止め
Only items confirmed by evidence pointers into search queries, the searches just before in search paths, same-cluster queries, and SERP lines. Hover the dotted underline to see the evidence.
Where this situation showed up (share of search volume) AIO 100% · PAA 100%
no search paths, search clusters data reached this CEP
There is measured evidence that searches in this situation lead to 日焼け止め.
Linking queries (measured)
No query combining the situation and '日焼け止め' (2 candidates measured)
Search paths
No paths pass through this situation's queries
SERP & AI Overview
3 of 28 lines across 1 SERPs for this situation mention 日焼け止め or a brand‹日焼け止めを塗る：› (AI Overview · シミ 予防)‹しみ対策を解説！原因や予防方法、しみ消しにおすすめのスキンケアも紹介 | しみ対策の基本は、なるべく紫外線を浴びないようにすることです。日焼け止めクリームを塗ったり、UVケア効果のある化粧品を使用したりすることに加えて、肌に良い栄養分を .› (search result · シミ 予防)
Brand linkage
Brands measured in situation + category searches: アスタリフト, オルビス, 資生堂
Next actionBrands already show up here (leader: アスタリフト) → challenge with differentiated content & search; defend if it's yours evidence strong
Investment priority derived
Investment candidate #9Unclaimed situation volume up to 1,445/mo
Market size 0 · Brand fit – · Provability 67(evidence easy to substantiate), highest-priority investment on this 3-axis combination
Combines the 3 selection axes + power/volume via a fixed rule; a new calculation only, no new data
No category brand is mentioned anywhere in the SERPs of the 1 queries for this situation. Search AI does not bring up any brand here yet (room to claim it).
Scene: when, where, why, with whom MomentNeed recognizedLooks further
When
満6歳から12歳まで
Where
学校
Why
日焼け止めが必要か心身ともに大きく成長する大切な時期
With / for whom
小学生子供
Feeling
子供が嫌がらない危険
Only items confirmed by evidence pointers into search queries, the searches just before in search paths, same-cluster queries, and SERP lines. Hover the dotted underline to see the evidence.
Where this situation showed up (share of search volume) mined from paths/clusters/AIO 100%
No category brand is mentioned anywhere in the SERPs of the 1 queries for this situation. Search AI does not bring up any brand here yet (room to claim it).
Scene: when, where, why, with whom MomentLooks furtherNeed recognized
When
毎日通勤時外出しない日
Where
室内
Why
シミやシワを防ぐため
While doing
徒歩での移動
Only items confirmed by evidence pointers into search queries, the searches just before in search paths, same-cluster queries, and SERP lines. Hover the dotted underline to see the evidence.
Where this situation showed up (share of search volume) mined from paths/clusters/AIO 100%
No category brand is mentioned anywhere in the SERPs of the 3 queries for this situation. Search AI does not bring up any brand here yet (room to claim it).
Appendix: AI search exposure
AI tracking questions assumption
1“通勤時の日焼けが気になるとき、どんな日焼け止めを使いますか？”existing prompt
2“徒歩での通勤中に最適な日焼け止めを探していますか？”
3“毎日の通勤で紫外線対策を考えているときにおすすめの日焼け止めは？”
Questions this situation's consumers may ask an AI; used to track AI-response exposure
Reference block needed only when managing AI (AI Overview / chatbot) exposure. The blocks above cover situation understanding and marketing decisions.
Scene: when, where, why, with whom MomentNeed recognizedLooks further
Where
雪上スキー場
Why
日焼け対策をしたい
With / for whom
中学生
With what
専用の板
While doing
スキー
Only items confirmed by evidence pointers into search queries, the searches just before in search paths, same-cluster queries, and SERP lines. Hover the dotted underline to see the evidence.
Where this situation showed up (share of search volume) mined from paths/clusters/AIO 100%
no search paths, search clusters data reached this CEP
No category brand is mentioned anywhere in the SERPs of the 1 queries for this situation. Search AI does not bring up any brand here yet (room to claim it).
Scene: when, where, why, with whom MomentLooks furtherNeed recognized
When
紫外線が強い時間帯
Where
バーベキュー屋外でのスポーツ通勤
Only items confirmed by evidence pointers into search queries, the searches just before in search paths, same-cluster queries, and SERP lines. Hover the dotted underline to see the evidence.
Where this situation showed up (share of search volume) AIO 100% · PAA 100%
no search paths, search clusters data reached this CEP
There is measured evidence that searches in this situation lead to 日焼け止め.
Linking queries (measured)
日焼け対策 日焼け止め 20
Search paths
No paths pass through this situation's queries
SERP & AI Overview
7 of 31 lines across 1 SERPs for this situation mention 日焼け止め or a brand‹効果的な日焼け対策には、日焼け止めの正しい塗布と、日傘や帽子などの物理的な遮光を組み合わせることが重要です。› (AI Overview · 日焼け対策)‹日焼け止めの選び方と塗り方› (AI Overview · 日焼け対策)
Brand linkage
Brands measured in situation + category searches: ビオレ, アネッサ
What SERPs recommend in this situation
日傘帽子衣服アームカバーUVカット機能付きの眼鏡フェイスカバー遮熱・UVカットフィルム
Next actionBrands already show up here (leader: ビオレ) → challenge with differentiated content & search; defend if it's yours evidence strong
Investment priority derived
Investment candidate #13Unclaimed situation volume up to 2,431/mo
Market size 1 · Brand fit – · Provability 100(evidence easy to substantiate), highest-priority investment on this 3-axis combination
Combines the 3 selection axes + power/volume via a fixed rule; a new calculation only, no new data
Based on the SERPs of 1 queries for this situation. A mention in the AI Overview body scores 2, in cited sources, PAA or top organic results 1 (presence per query, not repeat counts). Shows which brands Google's search AI brings up for this situation; a different lens from path-based linkage (consumer behavior). [derived·SERP]
Scene: when, where, why, with whom MomentLooks furtherNeed recognized
When
プールに行く時
Where
プール施設屋外プールジムや屋内プール
Why
体温の低下を防止
With / for whom
子連れ女性
Only items confirmed by evidence pointers into search queries, the searches just before in search paths, same-cluster queries, and SERP lines. Hover the dotted underline to see the evidence.
no search paths, search clusters, AIO data reached this CEP
No category brand is mentioned anywhere in the SERPs of the 1 queries for this situation. Search AI does not bring up any brand here yet (room to claim it).
Scene: when, where, why, with whom MomentLooks further
When
毎日
With / for whom
メンズ
Only items confirmed by evidence pointers into search queries, the searches just before in search paths, same-cluster queries, and SERP lines. Hover the dotted underline to see the evidence.
Where this situation showed up (share of search volume) mined from paths/clusters/AIO 100%
no search paths, search clusters, AIO data reached this CEP
Synthesized from KBF, reasons to believe, emotion & style, and the 6W1H scene
Evidence queries measured
毎日 27,100measured
Nano intents (fine context)
メンズ ‹search '日焼け止め メンズ' +6 · 19,607/mo›measured
KBF (choice criteria)
おすすめ ‹日焼け止め顔毎日おすすめ›assumption
Selection axes (market · fit · provability)
Market size2
Brand fit–
Provability33
Top of CEP brands
Brands AI search names here (AIO) derived
No category brand is mentioned anywhere in the SERPs of the 1 queries for this situation. Search AI does not bring up any brand here yet (room to claim it).
Scene: when, where, why, with whom MomentLooks furtherNeed recognized
When
紫外線が強く降り注いでいる時間帯毎日
Where
屋内
Feeling
最強の対策を探している日焼け止めだけでは不十分か心配
Only items confirmed by evidence pointers into search queries, the searches just before in search paths, same-cluster queries, and SERP lines. Hover the dotted underline to see the evidence.
Where this situation showed up (share of search volume) AIO 100% · PAA 100%
no search paths, search clusters data reached this CEP
There is measured evidence that searches in this situation lead to 日焼け止め.
Linking queries (measured)
No query combining the situation and '日焼け止め' (2 candidates measured)
Search paths
No paths pass through this situation's queries
SERP & AI Overview
10 of 30 lines across 1 SERPs for this situation mention 日焼け止め or a brand‹効果的な紫外線対策は、日焼け止めを正しく塗り、日傘や帽子などのグッズで物理的に紫外線を遮ることです。› (AI Overview · 紫外線対策)‹日焼け止めの選び方と塗り方› (AI Overview · 紫外線対策)
Brand linkage
Brands measured in situation + category searches: アネッサ, 資生堂
What SERPs recommend in this situation
日傘帽子衣類アームカバーサングラススカーフ手袋フェイスカバー
Next actionBrands already show up here (leader: アネッサ) → challenge with differentiated content & search; defend if it's yours evidence weak
Investment priority derived
Investment candidate #16Unclaimed situation volume up to 3,183/mo
Market size 0 · Brand fit – · Provability 17(evidence thin), highest-priority investment on this 3-axis combination
Combines the 3 selection axes + power/volume via a fixed rule; a new calculation only, no new data
Based on the SERPs of 1 queries for this situation. A mention in the AI Overview body scores 2, in cited sources, PAA or top organic results 1 (presence per query, not repeat counts). Shows which brands Google's search AI brings up for this situation; a different lens from path-based linkage (consumer behavior). [derived·SERP]
Scene: when, where, why, with whom MomentLooks furtherNeed recognized
When
海開きシーズン
Where
海辺沖縄の海神奈川の海海の家
With / for whom
子連れカップル
With what
日焼け止めクリーム帽子日傘水着・ラッシュガード
While doing
海水浴日光浴
Only items confirmed by evidence pointers into search queries, the searches just before in search paths, same-cluster queries, and SERP lines. Hover the dotted underline to see the evidence.
Where this situation showed up (share of search volume) related searches 99% · search paths 1%
Evidence of a link to 日焼け止め is weak; only the linking queries' volume counts as existing demand.
Linking queries (measured)
No query combining the situation and '日焼け止め' (6 candidates measured)
Search paths
0 of 15 paths through this situation's queries went on to a 日焼け止め or brand search
SERP & AI Overview
4 of 44 lines across 3 SERPs for this situation mention 日焼け止め or a brand‹海に行く時に必要なもの教えてください。黄昏れる程度で入るとして... - Yahoo!知恵袋 | 2025/08/05 — 泳がないのであれば、帽子、日傘、日焼け止めクリーム、サングラス、汗拭きタオルなどがあれば、大丈夫だと思います。 あと› (search result · 海 旅行 持ち物)‹海水浴の持ち物リスト｜必須の持ち物と便利なグッズ紹介 | 海水浴の持ち物リスト · 小銭（マリンカプセル） · ラッシュガード · 日焼け止め · クーラーボックス · スマホ防水ケース · 浮き輪 · シュノーケル（水中メガネ） · 砂遊› (search result · 海 旅行 持ち物)
What SERPs recommend in this situation
水着ラッシュガードビーチサンダルマリンシューズ帽子サングラス浮き輪ビーチバッグ
Next actionWeak evidence that this situation leads to 日焼け止め → test small around the linking queries before scaling evidence weak
Investment priority derived
Investment candidate #17Unclaimed situation volume up to 0/mo
Market size 0 · Brand fit – · Provability 100(evidence easy to substantiate), highest-priority investment on this 3-axis combination
Combines the 3 selection axes + power/volume via a fixed rule; a new calculation only, no new data
Scenes: micro-CEPs within this situation
海水浴の持ち物を準備するとき assumption2,766 · 1% derived
Scene names are [assumption] bonded to quoted evidence · volume is the measured sum of scene-attributed queries [derived] · evidence-less scenes are discarded by code
Search journey: just before and after derived
Adjacent transitions aggregated from 15 measured paths; an aggregate graph flow, not one person's timeline
No category brand is mentioned anywhere in the SERPs of the 3 queries for this situation. Search AI does not bring up any brand here yet (room to claim it).
Appendix: AI search exposure
AI tracking questions assumption
1“海辺での日焼けを防ぐためにどんな日焼け止めがいいですか？”existing prompt
2“海に行くときに持っていくべき日焼け対策グッズは何ですか？”
3“海水浴での日焼けを防ぐためのおすすめアイテムを教えてください。”
4“海辺での日焼け対策に最適な日焼け止めを探しています。”
Questions this situation's consumers may ask an AI; used to track AI-response exposure
Source types AI cited derived
Other100%
The 1 source(s) AI Overview/PAA cited as evidence for this CEP, re-aggregated by source type; Other looks most valuable for this CEP's AI exposure
Reference block needed only when managing AI (AI Overview / chatbot) exposure. The blocks above cover situation understanding and marketing decisions.
Scene: when, where, why, with whom MomentLooks furtherNeed recognized
Why
エンビロン製品の効果を最大限に活かしたい
Feeling
エンビロン製品の価格が高いと感じているエンビロン製品の効果がすぐに出ないことに懸念がある
Only items confirmed by evidence pointers into search queries, the searches just before in search paths, same-cluster queries, and SERP lines. Hover the dotted underline to see the evidence.
no search paths, search clusters, AIO data reached this CEP
Evidence of a link to 日焼け止め is weak; only the linking queries' volume counts as existing demand.
Linking queries (measured)
No query combining the situation and '日焼け止め' (2 candidates measured)
Search paths
No paths pass through this situation's queries
SERP & AI Overview
1 of 12 lines across 1 SERPs for this situation mention 日焼け止め or a brand‹エンビロン日焼け止め「ラドローション」の成分や効果は？使い方も詳しく説明！！ | 2021/03/15 — 使い方② 化粧下地として使う. 白浮きしにくいタイプで、お化粧下地といて使うことができ、お肌をワントーン明るくしてくれます♪ しっと› (search result · エンビロン下地)
What SERPs recommend in this situation
化粧下地
Next actionWeak evidence that this situation leads to 日焼け止め → test small around the linking queries before scaling evidence weak
Investment priority derived
Investment candidate #18Unclaimed situation volume up to 0/mo
Market size 0 · Brand fit – · Provability 83(evidence easy to substantiate), highest-priority investment on this 3-axis combination
Combines the 3 selection axes + power/volume via a fixed rule; a new calculation only, no new data
Message angle assumption
Core message“エンビロン製品の効果を最大限に活かしたいあなたへ。価格や効果への懸念を解消する、ドクターズコスメでパッチテスト済みの化粧下地を。白浮きしにくく、UVA/UVB広範囲カット、ビタミンC, E, ペプチド, ベータカロチンなどの美容成分配合で、エンビロンとの相性も抜群。”
No category brand is mentioned anywhere in the SERPs of the 1 queries for this situation. Search AI does not bring up any brand here yet (room to claim it).
Scene: when, where, why, with whom MomentLooks furtherDecides to buy
When
本格的な暑さを迎える前5月下旬から6月上旬
Why
快適に夏を過ごすため
With / for whom
家族
Feeling
暑さが苦手
Only items confirmed by evidence pointers into search queries, the searches just before in search paths, same-cluster queries, and SERP lines. Hover the dotted underline to see the evidence.
no search paths, search clusters data reached this CEP
Evidence of a link to 日焼け止め is weak; only the linking queries' volume counts as existing demand.
Linking queries (measured)
No query combining the situation and '日焼け止め' (2 candidates measured)
Search paths
No paths pass through this situation's queries
SERP & AI Overview
1 of 33 lines across 1 SERPs for this situation mention 日焼け止め or a brand‹【わたしの夏支度】 暑さが苦手でも、心地よく過ごしたい。できることから少しずつ、夏の準備を。 | 2026/06/08 — 夏に向けて、使うものを見直し. 本格的に暑くなる前に、夏に使うものを見直しています。 特に日焼け止めは、必ず新しく購› (search result · 夏支度)
Next actionWeak evidence that this situation leads to 日焼け止め → test small around the linking queries before scaling evidence weak
Investment priority derived
Investment candidate #19Unclaimed situation volume up to 0/mo
Market size 0 · Brand fit – · Provability 33, highest-priority investment on this 3-axis combination
Combines the 3 selection axes + power/volume via a fixed rule; a new calculation only, no new data
Evidence queries measured
夏支度 283measured
Constraints
暑さに弱い ‹暑さに弱い人はどうすればいいですか？›derivedAIOno source link
No category brand is mentioned anywhere in the SERPs of the 1 queries for this situation. Search AI does not bring up any brand here yet (room to claim it).
Scene: when, where, why, with whom MomentNeed recognizedLooks further
When
毎日
Why
紫外線対策をしたい
With what
エンビロン製品レチノール
Only items confirmed by evidence pointers into search queries, the searches just before in search paths, same-cluster queries, and SERP lines. Hover the dotted underline to see the evidence.
no search paths, search clusters, AIO data reached this CEP
Evidence of a link to 日焼け止め is weak; only the linking queries' volume counts as existing demand.
Linking queries (measured)
No query combining the situation and '日焼け止め' (2 candidates measured)
Search paths
No paths pass through this situation's queries
SERP & AI Overview
5 of 12 lines across 1 SERPs for this situation mention 日焼け止め or a brand‹紫外線ダメージ | environ.jp - エンビロン | ラドシールドミネラルサンスクリーン ... *¹紫外線A波、B波に対する防御（SPF15/PA+++）*²ノンケミカルタイプとも言われる紫外線散乱剤を使用した日焼け止めのこと。› (search result · エンビロン 紫外線)‹エンビロンは朝晩使うべき？日焼け止め効果や朝使用におすすめの ... | 2022/07/13 — そのため、レチノールを含むエンビロンのスキンケアを使用した状態で紫外線を浴びると、肌がダメージを受ける可能性があります。 レチノールを含む › (search result · エンビロン 紫外線)
Next actionWeak evidence that this situation leads to 日焼け止め → test small around the linking queries before scaling evidence weak
Investment priority derived
Investment candidate #20Unclaimed situation volume up to 0/mo
Market size 0 · Brand fit – · Provability 33, highest-priority investment on this 3-axis combination
Combines the 3 selection axes + power/volume via a fixed rule; a new calculation only, no new data
No category brand is mentioned anywhere in the SERPs of the 1 queries for this situation. Search AI does not bring up any brand here yet (room to claim it).
CEP 21purpose CEP
トラック運転中に日焼け対策をしたいとき
Macroexplicit CEP
power no link evidence derived(whole situation 1.5%) · avg monthly volume 33,566 · trend (3M) -18%
W-axis Whystructure open YoY (12M) -45% · Peak 1·2mo.decliningseasonal
Scene: when, where, why, with whom MomentNeed recognizedLooks further
Why
日焼け対策をしたい紫外線対策をしたい顔の半分だけ日焼けする問題を解決したい光老化を懸念している
With / for whom
トラック運転手
While doing
運転中
Only items confirmed by evidence pointers into search queries, the searches just before in search paths, same-cluster queries, and SERP lines. Hover the dotted underline to see the evidence.
Where this situation showed up (share of search volume) AIO 100% · PAA 100% · mined from paths/clusters/AIO 100%
no search paths, search clusters data reached this CEP
No evidence this situation leads to 日焼け止め. Its total volume could attach to any other category just as well, so it is not counted as existing demand. Making 日焼け止め a candidate here is a category-expansion task.
Linking queries (measured)
No query combining the situation and '日焼け止め' (2 candidates measured)
Search paths
No paths pass through this situation's queries
SERP & AI Overview
0 of 33 lines across 1 SERPs for this situation mention 日焼け止め or a brand
Next actionNo search evidence that this situation leads to 日焼け止め → don't count it as existing demand; treat it as a category-expansion task (make 日焼け止め a candidate in this situation) evidence weak
Investment priority derived
Investment candidate #21Unclaimed situation volume up to 0/mo
Market size 0 · Brand fit – · Provability 17(evidence thin), highest-priority investment on this 3-axis combination
Combines the 3 selection axes + power/volume via a fixed rule; a new calculation only, no new data
Synthesized from KBF, reasons to believe, emotion & style, and the 6W1H scene
Evidence queries measured
トラック運転手 33,566measured
KBF (choice criteria)
日焼け止め ‹日焼け 止め トラック運転手›assumption
Selection axes (market · fit · provability)
Market size0
Brand fit–
Provability17
Brands AI search names here (AIO) derived
No category brand is mentioned anywhere in the SERPs of the 1 queries for this situation. Search AI does not bring up any brand here yet (room to claim it).
CEP 22purpose CEP
夏に向けて日焼け対策をしたいとき
Macroexplicit CEP
power no link evidence derived · avg monthly volume 1,973 · trend (3M) -70% possibly seasonal
W-axis Wherestructure open YoY (12M) -26% · Peak 5·6·7mo.decliningseasonal
Scene: when, where, why, with whom MomentNeed recognizedLooks further
When
本格的に暑くなる前
Where
屋外室内
With what
冷却グッズ
Only items confirmed by evidence pointers into search queries, the searches just before in search paths, same-cluster queries, and SERP lines. Hover the dotted underline to see the evidence.
no search paths, search clusters data reached this CEP
No evidence this situation leads to 日焼け止め. Its total volume could attach to any other category just as well, so it is not counted as existing demand. Making 日焼け止め a candidate here is a category-expansion task.
Linking queries (measured)
No query combining the situation and '日焼け止め' (2 candidates measured)
Search paths
No paths pass through this situation's queries
SERP & AI Overview
0 of 28 lines across 1 SERPs for this situation mention 日焼け止め or a brand
What SERPs recommend in this situation
ネッククーラー帽子スポーツドリンク塩分タブレット接触冷感の敷きパッドアイス枕携帯扇風機日傘
Next actionNo search evidence that this situation leads to 日焼け止め → don't count it as existing demand; treat it as a category-expansion task (make 日焼け止め a candidate in this situation) evidence weak
Investment priority derived
Investment candidate #22Unclaimed situation volume up to 0/mo
Market size 0 · Brand fit – · Provability 17(evidence thin), highest-priority investment on this 3-axis combination
Combines the 3 selection axes + power/volume via a fixed rule; a new calculation only, no new data
No category brand is mentioned anywhere in the SERPs of the 1 queries for this situation. Search AI does not bring up any brand here yet (room to claim it).
CEP 23purpose CEP
屋外活動時に日焼け対策をしたいとき
Macroexplicit CEP
power no link evidence derived · avg monthly volume 90 · trend (3M) -22%
W-axis Wherestructure open YoY (12M) -6% · Peak 7mo.stableseasonal
Scene: when, where, why, with whom MomentNeed recognizedLooks further
When
屋外活動時四季折々
Where
屋外自然の中テントサイト
Why
日焼け対策をしたい
With / for whom
小学生以上青少年
While doing
バーベキュー
Only items confirmed by evidence pointers into search queries, the searches just before in search paths, same-cluster queries, and SERP lines. Hover the dotted underline to see the evidence.
Where this situation showed up (share of search volume) mined from paths/clusters/AIO 100%
no search paths, search clusters, AIO data reached this CEP
No evidence this situation leads to 日焼け止め. Its total volume could attach to any other category just as well, so it is not counted as existing demand. Making 日焼け止め a candidate here is a category-expansion task.
Linking queries (measured)
No query combining the situation and '日焼け止め' (2 candidates measured)
Search paths
No paths pass through this situation's queries
SERP & AI Overview
0 of 8 lines across 1 SERPs for this situation mention 日焼け止め or a brand
Next actionNo search evidence that this situation leads to 日焼け止め → don't count it as existing demand; treat it as a category-expansion task (make 日焼け止め a candidate in this situation) evidence weak
Investment priority derived
Investment candidate #23Unclaimed situation volume up to 0/mo
Market size 0 · Brand fit – · Provability 0(evidence thin), highest-priority investment on this 3-axis combination
Combines the 3 selection axes + power/volume via a fixed rule; a new calculation only, no new data
Evidence queries measured
屋外活動 90measured
Selection axes (market · fit · provability)
Market size0
Brand fit–
Provability0
Brands AI search names here (AIO) derived
No category brand is mentioned anywhere in the SERPs of the 1 queries for this situation. Search AI does not bring up any brand here yet (room to claim it).
Related-query clusters found by search-cluster analysis. The bar is the cluster's total monthly volume; use it to spot demand areas no CEP has captured yet.
15Brand summary
behavioral MMS proxy · width×depth
MMS proxy [derived]
branded volume [measured]
width (#CEPs linked)
depth (avg rank)
アネッサ
68.8%
47,700
11
1.7
ビオレ
5.1%
33,566
7
2.7
資生堂
3.3%
246,000
7
2.1
キュレル
0.9%
90,500
3
2.7
無印
0.5%
632,000
2
3.0
オルビス
0.2%
246,000
3
2.7
アルビオン
–
118,333
0
–
アスタリフト
–
53,166
1
1.0
ダルバ
–
38,033
0
–
16AI search visibility
Which brands search AI names in which situation
For each CEP's queries we checked whether category brands are mentioned in Google's SERP and AI Overview, weighting the AI Overview body most. Unlike paths (the brand consumers searched next), this is the brand search AI offers as the answer for that situation. Situations where no brand appears are where content and GEO can claim the spot first.
Of 23 CEPs with SERPs checked, 19 have no category brand in the AI search answer at all.
★ = named in the AI Overview body. Share scores 2 for an AI Overview mention and 1 for cited sources, PAA or top organic results, per CEP query (presence only). Fewer SERPs means a more provisional read. [derived·SERP]
MMS = Σ(CEP power × share) ÷ measured CEP power (brands sum to 1) · MPen = power share of CEPs where the brand appears · NS = number of linked CEPs · SOM = power-weighted mean share within linked CEPs. Identity MMS = MPen × SOM. Expected MMS = brand-name volume share; advantage = MMS − expected.
Computed on 13/23 measured CEPs (power sum 98%). Size: brand-name volume share ≥30% large · <10% small · else medium. KPI (EBMI): small=MPen · medium=NS · large=SOM; MMS is everyone's KGI. Brand-name volume is the bare brand query, so multi-category brands (Samsung, LG) include demand outside this category and may be oversized.
Strategy by brand size · アネッサ(No focal brand; example uses the #1 brand by MMS.) Small: the shortest path is taking share in the leader's prototypical CEPs (top power); do not cling to niche CEPs (EBMI). Targets: 肌荒れ対策 · 日焼け対策 · 美肌を目指す
18Limits
what this map does not say
Any brand share / response-priority judgment ("how a brand is doing") holds only where brand linkage was actually measured for that CEP; check the measured ratio in Evidence readiness just below. Where many CEPs are unmeasured, treat brand-related conclusions as provisional.
Search reflects familiarity and purchase-consideration more strongly than unaided recall; in person-level validation, recognition alone drove search only 1.22x (near-negligible), while familiarity/consideration were clearly larger, reaching 7.0x (smartphones) / 5.3x (autos) when all 5 positive brand attitudes were held (Dotson et al., Google). This correlation is confounded by brand size (bigger brands move on many metrics at once), and validation was done at brand-total level.
Existing/habitual buyers don't disappear from search; the same study found brand owners searched their brand 2.5-3.5x more than non-owners (Dotson et al., Google). But much of that is non-need-expressing (brand-name/navigational/support queries), so this map's need-type CEP distribution skews toward new-entry/switch-consideration demand.
Brand share is relative within the measured set; an unqueried brand x CEP pair is [no data], not zero.
Paths are aggregate graph flow, not one person's timeline; "transition" is a modeled statistic.
CEP power's denominator is classified queries, not people; it isn't directly comparable to survey-based CEP power (denominator = people); the same person's 10 queries count as 10 votes on this map.
Queries that pick by naming a brand/origin are closer to a search mode than a situation, and differ in kind from other CEPs - they're bucketed separately to avoid contaminating need-type CEPs, so when counting "number of entry situations," we recommend excluding this item and the unclassified long tail.
Before decisions like budget/resource allocation, we recommend pairing this with survey-based recall measurement (person-level CEP power / share of mind).
The code discarded 291 AI-suggested item(s) lacking evidence (evidence is enforced).
Of 201 qualitative attributes: 77 measured (38%), 56 consensus (28%), 43 derived, 25 assumption. Measured means the condition exists as search queries, not that it drives purchase. Consensus is the social common sense Google has organized, not a fact check.
Evidence readiness: ready · All 23 CEPs have measured search queries; brand linkage measured in 14 of them
19Reproducibility
Search results (SERP, AI Overview) 50 · Search volume lookup 14 · Search paths 12 · Related searches 3 · Search clusters 1 · AI synthesis 1
Volume is average monthly volume (trailing 3-month monthly average) [measured]. Power's denominator is the set of queries classified into CEPs.
Brand share uses one method per CEP: brand transitions on search paths / co-searched queries (measured co-occurring queries) / brand presence in search results (brand appearance in category-scoped SERPs/AI Overviews); never blended.
A CEP is a unit of "situation/scene," not "person"; from a penetration angle: more entry situations means a wider door for non-customers and light users.
Irrelevance screening: quarantined 113 homonym/other-market keyword(s) from the collection net (e.g. ゴルフ, 運動会, 運動会準備…)
Reused a stored IKG (Intent Knowledge Graph) graph: topic 'サンクリーム', readiness: usable with limits, 20-day-old snapshot, run 34c1023b7078 (0 credits). 5 entry-situation and 5 attribute proposals were adopted only after passing this run's measurement and evidence checks (31 dropped); adopted items carry an IKG source tag in the report
Extracted 8 KBF/constraint/RTB/nano-context signal(s) directly from SERP AI Overview/PAA text and applied to CEPs (evidence quoted verbatim)
8 CEP(s) with unmeasured brand linkage; can be expanded via a deep run
Give one keyword (category, product, service or brand) and it finds category entry points (CEPs) from real search paths, related searches, search volumes, SERPs and AI Overviews, then ranks them in a report. Marketers and brand managers use it to choose campaign situations and messages. Data comes from ListeningMind DaaS search behavior and Google results for Korea, Japan and the US.