Video Research Ltd. Hito Institute Edited Book 'Break Through the Mind Hole' Published

Video Research Ltd.'s Human Research Institute published the book "Break Through the Mind Hole" (edited by the Human Research Institute) on November 29 (published by Diamond Inc.). The Human Research Institute is the company's research institute focused on consumers.

In today's chaotic communication landscape, companies face a formidable barrier—the "Mind Barrier"—when delivering messages to consumers. This book introduces a new marketing theory focused on consumers' "thinking patterns" to break through the "Mind Hole," the gap in awareness created by the Mind Barrier.

A method was developed where answering just 18 questions reveals one's "thinking habits." It classifies how consumers engage with information and the criteria they use to make choices, such as purchasing behavior, into six distinct types.

The six types are: "Trend Freak," "Trivia Logic," "Smart Discernment," "Community Conformist," "Steady Stoic," and "Natural Low-Involvement." These types are tied to individuals and do not change based on product category. This business book offers new insights, shifting the focus from "product-centric" to "people-centric."