[Participants Wanted] Do! Solutions Webinar: "What Drives Consumption? The 'Desire' of Our Time" - July 7

Dentsu Inc. operates the problem-solving marketing information site Do! Solutions, which is recruiting participants for its webinar "What Drives Consumption: 'Desire' in Today's Era," scheduled for July 7.

In recent marketing, while analysis of consumer behavior is emphasized, the underlying "emotions" driving consumption needs are often overlooked. The consumer research project " DENTSU DESIRE DESIGN," which focuses on "desire," defines purchases and experiences that elevate mood or evoke emotion as "emotionally driven consumption." Since last year, Dentsu Inc. has conducted the 'Heart-Moving Consumption Survey' in collaboration with Dentsu Macromill Insight, Inc.'s 'People and Lifestyle Research Institute,' targeting 3,000 people nationwide.

This webinar will provide business insights into the "desires" driving "emotionally driven consumption," how these desires influence consumer behavior and lead to subsequent purchases, and how marketing and communication should respond to them.

【Overview】
Date & Time: Thursday, July 7, 14:00-15:00
Cost: Free
Format: Zoom Webinar
Registration Deadline: Monday, July 4, 17:30
Capacity: First 500 registrants
*If capacity is exceeded, we will provide access to a recorded archive.

■Click here for registration and seminar details

【Program】

Chapter 1:
The Real Consumer
Unraveling the present state of consumers, centered on the results of Dentsu Inc.'s "Heart-Moving Consumption Survey."

Chapter 2:
11 "Desires" That Stimulate Consumption
What is needed to move people's hearts in the era of data marketing? Explaining the 11 "Desires" that stimulate consumption and how to move consumers from the perspective of "Desire," based on DENTSU DESIRE DESIGN's unique insights.

Chapter 3
Today's Summary
How can the concept of starting with the "Desire" behind consumption be applied to business?
An introduction to the activities of DENTSU DESIRE DESIGN.

【Speaker Profile】

Dentsu Inc. Solution Planner,
Takashi Chiba
After gaining experience in sales, digital, and television operations, he was responsible for overall social research at DENTSU SOKEN INC. Since 2022, he has been part of the Solution Creation Center's Future Forecasting Support Lab / Future Business Creation Lab / Consumer Research Project "DENTSU DESIRE DESIGN," which helps clients create future corporate value. He also serves as Associate Producer at DENTSU SOKEN INC.
Contribution: Monthly JAA (October 2021 issue) "For a Society Where Young People Can Have Hope"
Article: COVID-19 and Family: Insights from Research on the Future Distance of Family Relationships

Dentsu Inc. Solution Planner
Ami Ono
Primarily responsible for brand strategy, communication planning, and promotion planning for cosmetics brands and women's consumer goods brands. Also belongs to a research team studying people's insights after the COVID-19 pandemic. At "DENTSU DESIRE DESIGN," she is advancing projects such as examining future desires from hit content and interpersonal desire research.

Dentsu Inc. Future Insight Division GM, Chief Researcher
Shota Ogura
Leveraging extensive experience across account execution, media planning, research, planning, and consulting, he provides cross-domain insights and develops solutions. Since 2019, as head of the "Future Prediction Support Lab," he supports corporate new business and product development from a future-forecasting perspective.
Launched "DENTSU DESIRE DESIGN" in 2021. Currently advancing research on desire insights that drive consumer behavior.
Publications: 'Information Media White Paper 2018 ', 'Information Media White Paper 2019 ' (Diamond Inc., both co-authored).

Dentsu Inc. Solution Planner
Toshiki Tanabe
After working in Media Services / Newspaper Division, joined the Media Content Planning Division in 2016, engaged in integrated planning.
Currently, as a Connection Planner, tackles diverse challenges primarily in the media domain, including planning, research, and content strategy. Handles planning for clients across various sectors: food service, web services, finance, food, and B2B.

Dentsu Inc. Chief Solution Director
Tetsutaro Otake
Has been in the Marketing Division since joining the company. Involved in marketing strategy planning for diverse clients across retail, beverages, food, automotive, home appliances, pharmaceuticals, finance, and cosmetics. Also has extensive experience in hit product development and new brand development. Believes in marketing that brings happiness to both clients and their end customers, based on unique consumer insights and predictions of shifts in social values. Lectures at the China Student Advertising Seminar at Shanghai Normal University and Wuhan University.
Author: Monthly Advertising "Yankee Consumers Energizing Japan"