[Participants Wanted] Do! Solutions Webinar "Unraveling 2023 Consumption Analysis and Predicting 2024 Desire Trends from a Desire Perspective" - December 13

Dentsu Inc.'s business solutions portal Do! Solutions is recruiting participants for its webinar "Nikkei BP × DENTSU DESIRE DESIGN: Unraveling 2023 Consumption Analysis and 2024 Desire Trend Forecasts from a Desire Perspective," to be held on Wednesday, December 13.

This webinar is a repeat of the well-received event held last December by Dentsu Inc.'s consumer research project "DENTSU DESIRE DESIGN (DDD)". The guest speaker is Mr. Hiroaki Sato, Publisher of Nikkei BP's "Nikkei Trendy" and "Nikkei Cross Trend".

The webinar will combine the results of Nikkei Trendy's annual hit product rankings with the latest findings from DDD's "Heart-Moving Consumption Survey" to review this year's consumption and trends from a desire perspective. It will also forecast the flow of consumption, trends, and desire trends for 2024 from the perspectives of both Nikkei BP and DDD.

■About DENTSU DESIRE DESIGN (DDD)
Dentsu Inc.'s consumer research project. It posits that the true source of consumer needs is "Desire" – the genuine "want/desire" feelings. By visualizing and structuring this desire, and understanding it quantitatively and qualitatively, it believes new pathways to stimulate consumption can be illuminated. It defines purchases and experiences that elevate one's mood or evoke emotion as "emotionally driven consumption." Since 2021, it has conducted the Dentsu Inc. "Emotionally Driven Consumption Survey" in collaboration with Dentsu Macromill Insight, Inc.'s "People and Lifestyle Research Institute," targeting 3,000 people nationwide.

 

【Overview】
Date & Time: Wednesday, December 13, 14:00–15:15
Cost: Free
Format: Zoom Webinar
Registration Deadline: Friday, December 8, 5:30 PM
Capacity: First 500 registrants
*This webinar will not be archived.

■Register and view seminar details here

【Program】

Part 1:
2023 Hit Product Rankings & 2024 Forecast
Nikkei BP's "Nikkei Trendy" and "Nikkei Cross Trend" publisher, Mr. Hiroaki Sato, will introduce Nikkei Trendy's annual hit product rankings and forecasts.

Part 2:
Predicting Desire Trends from 2023's Budding Desires to 2024
DENTSU DESIRE DESIGN presents its unique desire-based perspective, forecasting desire trends continuing from 2023 into 2024.

Part 3
Discussion on "Consumption and Desire" in 2024

Part 4
Q&A

【Speaker Profiles】

, Head of Trend Media Unit, Nikkei BP Publisher of "Nikkei Trendy," "Nikkei Cross Trend," and "Nikkei Entertainment!"
Hiroaki Sato
Born in Sendai City. Graduated from the University of Tokyo Faculty of Law. After working at a publishing company, joined Nikkei Home Publishing (now Nikkei BP) in 2004. Served as a reporter for "Nikkei Trendy" and "Nikkei Business," then became Editor-in-Chief of Nikkei Trendy from 2017 to 2019. Has been the desk editor for the December issue's annual "Hit Product Ranking" for about 10 years. Served as Editor-in-Chief of Nikkei Cross Trend from 2021 to 2022. Assumed current position in 2023.

Dentsu Inc. Planning Director
Hisashi Sato
Armed with diverse marketing experience and humanities knowledge, he acts as a jack-of-all-trades planner, defining his domain as "everything that connects one thing to another"—from problem-setting to creation, single ads to business growth, workshops to TV program planning—without limiting himself to specific fields. He is a screenwriter, podcaster, and father of two.

Dentsu Inc. Producer/Planner
Takashi Chiba
After working in sales, digital, television, and DENTSU SOKEN INC., he joined the Solution Creation Center in 2022. He is part of the Future Prediction Support Lab / Future Business Creation Lab / Consumer Research Project "DENTSU DESIRE DESIGN," which helps clients create future corporate value. As a "producer and planner who understands the field," he engages in various activities including desire-based consumption trend analysis, contributions, webinars, and study group lectures.