What lies ahead for marketing?

This series, based on the new book " The Hit-Making Research Method Textbook by a Current Dentsu Inc. Strategic Planner" by Ayaka Asami, a current strategic planner at Dentsu Inc., shares research methods that directly lead to business success.

From the talk event "What's Next for Marketing?" held at Aoyama Book Center, we present a two-part dialogue between brand researcher Shusaku Hirota, who published What Are Global Marketers Thinking Now?, and Asami.

Hirota, who founded Henge specializing in corporate brand development, has served as Chief Consultant for a UK-based innovation research firm and as Director for Vogue Business in the Japanese market, contributing to corporate strategy formulation. Asami, a strategic planner at Dentsu Inc. providing marketing support across diverse sectors including cosmetics, food, and leisure. Both leveraging research as their weapon, they discuss the significance of "research" from their unique perspectives.

From "Winning Marketing" to "Value-Creating Marketing"

Hirota: I'm thrilled to reconnect with Asami-san here, as we were colleagues at Dentsu Inc. My first thought after reading your book was, "Wow, writing something this substantial must have been intense" (laughs).

Asami: Thank you (laughs).

Hirota: What really stood out to me was your point that starting research without clearly defining the goal is the most dangerous approach. When it comes to building hypotheses that lead to the goal, I think researchers often get the impression they're just using their left brain. But actually, ideas and creativity are incredibly important too. The fact that you emphasize this really made an impression.

Also, the latter section, "Top 12 Common Research Problems & Failures," perfectly summarized the stumbling blocks clients frequently encounter in practice. As fellow researchers, I found so much to relate to there.

Asami: Hirota-san, coming from a background as a TV director at your previous job, you were the type to approach research at Dentsu Inc. with your own hypotheses and ideas from day one, right? I wasn't very good at that and made many mistakes, so this book is also written for my younger self as a new employee.

Hirota: I'm actually surprised they approved publishing it, since it shares Dentsu Inc.'s know-how so generously (laughs). It's recommended not just as an introductory marketing research book, but also as a specialized text.

Asami: Thank you. Hirota-san's book really reminded me that "marketing work is genuinely interesting!" It touches on the keyword "burnout," and since I've personally experienced burnout several times, I found myself thinking, "I wish I'd read this book back then." It articulates things I felt were crucial during my recovery from burnout, and I deeply resonated with it.

Hirota: Regarding burnout, I've actually received quite a bit of feedback from people outside marketing, like public health nurses. It really drives home how mental health is a major challenge across all industries.

Asami: I was also deeply impressed by the shift in perspective described early on—from "winning marketing" to "value-creating marketing." Many marketers who burn out do so because they push themselves too hard to win at all costs. That's why this shift in perspective is so crucial.

Hirota: Today, many marketers are expected to constantly chase massive amounts of data and run high-speed PDCA cycles. But if you look back at marketing history, there are plenty of people who achieved great things while having fun.

For example, the people driving the sauna boom might look at data, but they genuinely love saunas, visit them daily, and gain firsthand insights. I think their passion and experience also help create the market. Of course, data is important, but I feel you can't sustain it without a love for play and culture.

Good ideas are born from researching good insights

Hirota: On the other hand, while overseas marketers seem quick to catch new trends and shifts in the times, I get the impression that catching up on information and research has become less active in Japan. Post-war Japan had this drive: "Let's work hard to incorporate overseas information and trends, and use Japanese dexterity and meticulousness to create high-quality things!" But now, I feel like we've stopped researching anything.

But I want to tell today's marketers that research is incredibly interesting. The world is undergoing such massive changes—it's an unprecedentedly fascinating era. That's precisely why the more you research, the more ideas flow. And correctly understanding information through research gives you courage. Doing things vaguely leads to anxiety, but if you research properly, I think there's never been a time with so many opportunities.

Asami: True, research itself is often seen as a niche field, something only specialized agencies do. Most published books are highly technical, and there seem to be few that explain the value of research for everyday use.

Hirota: When I taught idea generation as an intern instructor at Dentsu Inc., I told students trying to come up with ideas right away during our two-week workshop: "You can generate ideas in the last 30 minutes or so, so stick with insights until the very last minute."

The key is to make them thoroughly research their insights. I witnessed firsthand how the quality of ideas generated in those final 30 minutes would dramatically improve. That's why I hope people will find more value in the insights that bridge research and ideas. Great ideas only emerge from great insights, and finding great insights requires great research.

Asami: That's true. But even after years as a marketer, it's still tough to increase the probability of reaching a good insight, isn't it?

Hirota: That's true. That's why it ties back to what we discussed earlier about "not playing enough" – I think it's crucial to engage with primary sources. For example, if you find information in a book or data saying "chill is trending," you might go try shisha because it's popular. By actually becoming one of those people relaxing with shisha, you become aware of things you wouldn't otherwise notice. When you then cross-reference that with the data, you start to see things where you can say, "This is an insight!"

In Asami's book, he also mentioned how gut feeling is vital for forming hypotheses. I think the accuracy of that gut feeling is stronger for people who have firsthand experience, who've actually encountered and experienced the primary information. Sure, there are times when you're tired and just want to lounge around at home, but getting out into the field is crucial, right?

Asami: Absolutely. Without enough play, you lose sight of ideas and insights, falling into a vicious cycle of burnout. Back in the day at Dentsu Inc., bosses would tell us things like, "If you have free time, go see a movie," or "Don't just sit glued to your desk—go wander around town."

※=1 "Chill" = A trendy term derived from the English "chill out," meaning "to relax slowly," "to unwind," or "to settle down." It's also often used in situations like relaxing while enjoying shisha (water pipe).

 

What's required of marketers going forward is the ability to articulate purpose.

Asami: Another perspective is that in recent years, more companies are moving beyond just short-term profits. They're re-examining their very reason for being, envisioning a future based on that purpose, and then digging deep into what they need to do to achieve it—informing their product development and communications. In response to this shift, I feel the areas marketers should be involved in are also expanding.

Hirota: We're in an era where companies are being challenged on how much future security they can promise and deliver to consumers. Marketers must now consider not just markets and economics, but also the environment, social inclusion, and even people's mental health.

Asami: What I found compelling in Hirota-san's book was the idea that a company's contribution to society boosts employees' self-esteem and creates a sense of purpose. Among my clients, there are companies that enhance employee motivation by showing how their actions contribute not only to sales but also to a better society.

Crucially, it's not just about doing good for the sake of it. Companies must articulate a clear story rooted in their purpose and value proposition – explaining why they are pursuing these initiatives. This context suggests marketers now also bear the responsibility of articulating this purpose.

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In the second part, I'll introduce keywords that unravel the future of marketing and offer advice on "research methods" you can implement right away!

Details for 'What Are Marketers Around the World Thinking About Now?' (by Shusaku Hirota / Cross Media Publishing) can be found here

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

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