The Secrets of "Research Methods" from a Prolific Bestseller Producer

Based on the new book " The Textbook on 'Research Methods' for Creating Hits by a Current Dentsu Inc. Strategic Planner " by Ayaka Asami, a current strategic planner at Dentsu Inc., this series shares research methods that directly lead to business success.

Continuing from last time, we present a dialogue between Mr. Eiji Doi, editor-in-chief of the daily book review email magazine "Business Book Marathon," publishing marketing consultant, and business book reviewer, and Ms. Asami, from the talk event "Hits Begin with Research" held at Bookstore B&B. We asked Mr. Doi, who has handled numerous bestsellers including The Life-Changing Magic of Tidying Up (over 1.6 million copies sold domestically, 13 million worldwide), about the secrets of research and how to create hits.

What We Researched While Creating "The Textbook on How to Research"

Asami: Thanks in part to your production, "The Textbook of Research Methods" has been featured in various media outlets and on social media by prominent figures, leading to a decision for a third reprint. In fact, this book itself was created using a research methodology framework.

*As of April 22, 2022, it has reached its sixth printing, exceeding 15,000 copies.

 

Doi: Please tell us how you did it (laughs).

Asami: First, I started by researching the market size together with our editor-in-chief at PHP Institute, Yasunori Nakamura. Specifically, we referenced data like the print runs of similar books held by publishers and POS data like Kinokuniya's publicly available PubLine. While hit titles in specialized research books typically sold around 10,000 copies, we also examined data from hit books favored by our target audience to assess the market size.

Recently, with increased time spent at home, the business book market saw hits and buzz around so-called "blunt instrument books" – thick, heavy tomes. Specific examples include: 『The Complete Guide to Self-Study: 55 Techniques for Those Who Absolutely Refuse to Give Up on Learning』 (Diamond Inc., authored by Dokusho Saru), *Interviewing, Writing, and Revision: A Textbook for Writers* (Diamond Inc., by Fumitake Koga), and *World-Standard Management Theory* (Diamond Inc., by Akiyoshi Iriyama). Although my book exceeded 500 pages, I judged that maintaining this volume without forced cuts would still be acceptable to the target audience.

During analysis, it became clear that emphasizing terms like "marketing" or "research" could narrow the target audience. Therefore, we decided to prominently feature the keyword "creating hits," which Editor-in-Chief Nakamura came up with, and the keyword "research methods," which I conceived.

Next, after researching competing research books, we analyzed Dentsu Inc. unique selling points. We focused on the high affinity between keywords like "hit" and "selling," content covering research directly applicable to business, and Dentsu Inc.'s brand image. Furthermore, for a book, the author's personality is also a crucial point. Having been born with severe hearing loss, I've used researching and gathering information as a means of survival since childhood. I delved deep into what only someone like me could write, solidifying the book's title and direction.

Doi: We also put considerable research into the cover and binding design, didn't we?

Asami: Yes, we had book designer Kenta Mimori (JUNGLE) create numerous design prototypes for research. Interestingly, in a simple majority vote, the blue-based design proposals actually received higher ratings than the pink cover. The interior design also used a two-color blue scheme, a color thought to sharpen the mind and aid study, so my own first impression favored blue.

However, the main target audience—marketers and advertising professionals—along with highly industry-savvy individuals like Mr. Doi, book reviewers, editors, and booksellers, gave the pink design higher marks. Taking that feedback into account, we ultimately decided on the pink cover.

Doi: Indeed, aligning with the main target audience's opinion is crucial. What one person finds stylish, another might perceive as impractical. Perceptions of quality vary by individual. Do you have any tips for targeting effectively?

Asami: Trying to capture a large target audience from the start often leads to failure, so I divide the target into a main target and a sub-target. Sometimes it's necessary to make the judgment call: aim to be extremely well-liked by the main target, and for the sub-target, it's okay as long as they don't dislike it.

The law of bestsellers: Market weakness × Author's strength

Doi: When I asked a legendary editor about targeting, he pointed to a woman walking nearby and said, "I'm creating this for her." That means behind one woman lies a market of hundreds of thousands of readers. The key to creating a bestseller is discerning how large a market lies behind your ideal reader.

Asami: I see. As someone who has produced numerous hits, what trends do you see in bestsellers, Mr. Doi?

Doi: I've read every bestseller I could get my hands on. For example, with self-help books in Japan, titles starting from negative themes tend to sell better than positive ones. I believe books that liberate readers' suppressed feelings or weaknesses become bestsellers.

Asami: So it's about focusing on the reader's weaknesses?

Doi: For instance, when I studied abroad in Greece during college, I realized Americans had a complex about their shallow history and came to study Greek and Roman history and culture to compensate. In other words, they yearn for traditional things and historical authority.

When I produced Marie Kondo, I also thought her tidying method, rooted in Shinto, could be accepted in the American market. I believe the essence of strategy is to identify the weaknesses of readers or the market and then strike them with your greatest weapon.

Asami: So you conduct meticulous research not only on the author's strengths but also on the market and readers themselves.

Doi: To put it bluntly, my job is to match the market with the author. To do that, I make it a point to constantly see and experience various things, and never skimp on investing in research.

The concept of inclusivity, suited for the times ahead

Asami: Mr. Doi, who conducts extensive research daily, are there any topics currently on your mind or things you sense might become hits?

Doi: I'm particularly interested in the concept of "inclusive marketing" (involving diverse people in the development process to ultimately create genuinely valuable products and services that aren't niche or half-baked), which also appeared in The Textbook on How to Research. For example, water bottles used for hydration in cycling competitions are designed to be opened with your mouth. They're easy to use for people with limited use of one hand, and they're just plain convenient, so I even keep one on my desk during seminars (laughs). Camping and mountaineering gear is also highly functional, so it can actually be used in everyday life, right? Therefore, there's a huge potential for products and services designed for people with disabilities or athletes to become widely adopted as comfortable solutions for everyone.

Asami: I agree. I also think it would be great if we could transform things made specifically for people with hearing loss into exciting products that everyone wants to use.

Doi: By the way, I live in an old folk house in Nagasaki Prefecture. This house was designed so that natural light brightens every room, and air circulates without needing to run the exhaust fan. It's not just nostalgic; it's also practical. I think it would be interesting if we could find ways to apply these sustainable living ideas to urban areas too.

Asami: That's great. With remote work becoming more common, more people are longing for nature and wanting to reconnect with their senses, right?

Doi: That's exactly it—it's about suppression. City dwellers are enduring a rural lifestyle, while rural folks are enduring an urban one. The next big hit might just be a solution that fulfills both.

Asami: So the hint lies in what's being suppressed.

Doi: Yes. In that sense, I think women working at the forefront of major companies, especially as marketers, haven't been very visible until now. In the coming era, I believe more of these individuals should step into the spotlight. I'd love for you, Asami, to take on that role.

Asami: Thank you. It's true that compared to copywriting or creative work, strategy doesn't often get laid bare like this. I'd be thrilled if everyone really put this book to good use.

Doi: It's a substantial book, so some might feel intimidated, but it covers key points clearly with illustrations, making it recommended for everyone from beginners to seasoned professionals.

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Details for 'The Hit-Making Research Method Textbook by Dentsu Inc. Active Strategic Planner' can be found here.