Dentsu Macromill Insight, Inc.'s Naofumi Imaizumi, Dentsu Live Inc.'s Daiki Shimada, and Kyoko Tamura to Speak at "MarkeZine Day 2024 Autumn" on September 11

Naofumi Imaizumi of Dentsu Macromill Insight, Inc.,Daiki Shimada of Dentsu Live Inc., and Kyoko Tamura will speak at " MarkeZine Day 2024 Autumn " (hosted by the MarkeZine Editorial Department, Shoeisha), held from Wednesday, September 11 to Thursday, September 12, under the theme "What Can Marketing Do?" The venue is JP Tower Hall & Conference.

Mr. Imaizumi, Mr. Shimada, and Ms. Tamura will speak in the session "Generation Z's Fundamental Desires and Hints for Experience Creation Revealed by 'Oshi-katsu' Research: The Reality of Generation Z Seen Through a Survey of 4 , 000 People" on Wednesday, September 11, from 16:05 to 16:35. They will explain the overall picture of Generation Z tribes (groups sharing common hobbies, interests, or lifestyles) and the relationship between each tribe and their fundamental desires and happiness levels, comparing them with Millennials.

【Event Overview】
Date & Time: Wednesday, September 11, 10:00 AM - 7:00 PM
　　　September 12 (Thu) 10:00 AM - 8:00 PM
Venue:JP Tower Hall & Conference
　　　4F KITTE, 2-7-2 Marunouchi, Chiyoda-ku, Tokyo
Organizer: Shoei-sha MarkeZine Editorial Department
Fee: Free (Advance registration required)
Registration Deadline: Monday, September 9, 1:00 PM
*If you are affiliated with a company, please register using your company email address.

■Event details here

■Pre-register here

【Session Overview】

11-B-8 September 11 (Wed) 4:05 PM - 4:35 PM
"The Fundamental Desires of Gen Z and Hints for Experience Design Revealed by 'Oshi-katsu' Research" ~The Reality of Gen Z Seen Through a Survey of 4 ,000 Individuals~
In today's world where over 60% of Gen Z have a "favorite idol," what psychological factors drive this? What do they seek to fulfill through "idol fandom" activities? To explore insights from Gen Z's idol fandom and gain hints for experience design, Dentsu Macromill Insight, Inc. and Dentsu Live Inc. jointly conducted a survey examining the relationship between tribes (groups sharing common hobbies, interests, or lifestyles) and desires. This session explains the overall landscape of Gen Z tribes and the relationship between each tribe and their fundamental desires/happiness levels, comparing them with Millennials. Based on the insights discovered, we will discuss methods for designing experiential value that fulfills Gen Z's desires, alongside planning concepts for events and spaces.

■Session details here
 

【Speaker Profile】

Dentsu Macromill Insight, Inc. Business Development Department / Account Lead Group / Group Leader
Since joining Dentsu Macromill Insight, Inc., has worked across diverse sectors including FMCG, finance, housing, food service, and home appliances. Specializes in uncovering consumer insights directly impacting decision-making, handling end-to-end processes from analysis to communication planning. Also engaged in research on Generation Alpha.

Dentsu Live Inc. Business Creation Unit 1, Strategy Design Department
Since joining Dentsu Live Inc., has been responsible for spatial design and experiential content development for permanent facilities and pop-up stores within the spatial division. Focuses on production work centered around real-world spatial experiences. Since 2022, has concentrated on supporting event marketing for B2B companies, including trade shows, and also works as a planner analyzing visitor behavior and uncovering insights. Currently researching Generation Z insights to strengthen event planning capabilities targeting this demographic.

Dentsu Live Inc. Production Unit 1, Production Division 5
Since joining Dentsu Live Inc., she has handled planning and production for pop-up stores, alongside producing internal events for B2B clients. With experience across diverse clients in beverages, IT, media, and insurance, she has been involved in designing a wide range of real-world experiences. Following last year's experiential pop-up, which saw limited reach among Generation Z, she recognized the challenges in designing experiences for this demographic. She is currently advancing her understanding of Generation Z to explore insights for future real-world promotion design.