[Participants Wanted] Do! Solutions Webinar "Nikkei BP × DENTSU DESIRE DESIGN: Unraveling 2024 Consumption Analysis and Predicting 2025 Desire Trends from a Desire Perspective" - December 5

Do! Solutions, an information portal operated by Dentsu Inc. that solves business challenges, is recruiting participants for its webinar "Nikkei BP × DENTSU DESIRE DESIGN: Unraveling 2024 Consumption Analysis and Predicting 2025 Desire Trends from a Desire Perspective," to be held on Thursday, December 5.

This year marks the continuation of Dentsu Inc.'s consumer research project "DENTSU DESIRE DESIGN (DDD)" hosting its annual year-end webinar, a tradition since 2022. Returning as guest speaker is Mr. Hiroaki Sato, Publisher of Nikkei BP's "Nikkei Trendy" and "Nikkei Cross Trend."

This webinar will analyze the results of Nikkei Trendy's annual "Hit Product Ranking" and DDD's analysis of the "11 Desires" – emotions that strongly influence human consumption behavior – to dissect hits from each perspective. It will review this year's consumption and trends from a desire perspective and forecast consumption trends, popular trends, and desire trends for 2025.

■About DENTSU DESIRE DESIGN (DDD)
A consumer research project by Dentsu Inc. It posits that the source of consumer needs is genuine "want/desire" feelings, or "Desire." By visualizing and structuring these desires to understand them quantitatively and qualitatively, it aims to illuminate new pathways to stimulate consumption. DDD defines purchases and experiences that elevate excitement or evoke emotion as "Heart-Moving Consumption." Since 2021, it has conducted the Dentsu "Heart-Moving Consumption Survey" in collaboration with Dentsu Macromill Insight, Inc.'s "People and Lifestyle Research Institute," targeting 3,000 individuals nationwide.

【Overview】
Date & Time: Thursday, December 5, 14:00–15:15
Cost: Free
Format: Zoom Webinar
Registration Deadline: Monday, December 2, 17:30
Capacity: First 500 registrants
*This webinar will not be archived.

■Click here for registration and seminar details

【Program】

Part 1: 2024 Hit Product Rankings & 2025 Forecast
Part 2: Predicting 2025 Desire Trends from 2024's Emerging Desires
Part 3: 2025 "Consumption and Desire" Discussion & Q&A

【Speaker Profile】

, 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 served as 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 is a jack-of-all-trades planner who transcends boundaries, covering "everything that connects one thing to another"—from problem definition to creation, single ads to business growth, workshops to TV program planning. He is a screenwriter, podcaster, and father of two.

Dentsu Inc. Producer/Planner
Takashi Chiba
After roles in sales, digital, television, and DENTSU SOKEN INC., he joined theFuturePrediction SupportLab / Future Business Creation Lab / Consumer Research Project "DENTSU DESIRE DESIGN" at the Solution Creation Center in 2022, creating future corporate value for clients. As a "producer and planner who understands the field," he conducts various activities including desire-based consumption trend analysis, contributions, webinars, and study group lectures.