Establishment of Frontage Inc. Motivation Lab to solve corporate challenges from the perspective of consumer motivation

Frontage Inc., a comprehensive advertising agency funded by Sony and Dentsu Inc., launched the "Frontage Motivation Project" on September 1st. This new initiative systematizes how consumers behave in the digital age and connects it to solving corporate challenges.

Simultaneously, it established the special organization " Frontage Inc. Motivation Lab " to serve as the project's core for tackling these challenges.

The lab's mission consists of three key areas:

1. Systematize new methods for solving challenges (Motivation Design) based on how consumers behave in the digital age.
2. Provide direction (suggestions) on solution approaches for various client challenges from a Motivation Design Method perspective.
3.  Hold seminars and study sessions on Motivation Design and regularly disseminate research findings.

In today's increasingly digital world, consumers' information exposure patterns have drastically changed, leading to significant shifts in their "mental processes." Situations where traditional approaches—like "creating high-quality products and mass-deploying advertising"—no longer suffice are rapidly increasing.

Recognizing this situation, Frontage Inc. launched this project, focusing on the "motivation" that drives consumers in the digital age.

Gen Kosato of Frontage Inc. has been appointed Director of the Lab. With Yosuke Mamiya of KOKIKITARU serving as Project Leader, the Lab will welcome experts from diverse fields as members. Together with Frontage Inc. Solution Team, they will research and systematize theories and methodologies.

Furthermore, based on the insights gained, the lab will address client challenges in consumer behavior within the digital era.

Frontage Inc. https://www.frontage.jp/