[Call for Participants] DDD × Dentsu Macromill Insight, Inc. "DENTSU DESIRE DESIGN Explores the Present State of Consumers: Considering Consumption in an Era of Uncertainty from the Perspective of 'Desire'" - March 25

The Japan Marketing Association (JMA) will host a seminar titled " DENTSU DESIRE DESIGN Explores the Present State of Consumers: Considering Consumption in an Era of Uncertainty from the Perspective of 'Desire' on Tuesday, March 25. Speakers will include Manabu Tachiki and Yasuaki Matsumoto from Dentsu Inc., along with Rei Kudo and Naofumi Imaizumi from Dentsu Macromill Insight, Inc.

Dentsu Inc. and Dentsu Macromill Insight, Inc. launched DENTSU DESIRE DESIGN (DDD) in 2020 to conduct consumer research starting from the perspective of desire. The project's core survey, "The Emotionally Driven Consumption Survey," conducts ongoing monitoring of emotionally driven consumption, its drivers—the "11 Desires"—and the virtuous cycle of such consumption. They also annually publish analyses of "Desire Trends," identifying new consumer currents based on hit products and trending content. Furthermore, Dentsu Macromill Insight, Inc. collaborates with Dentsu Live Inc. to analyze Generation Z "tribes" (groups sharing common hobbies, interests, or lifestyles) from the perspective of the "11 Desires," applying the DDD framework to consumer research.

This seminar will broadly introduce DDD's "11 Desires" analysis and "Desire Trend" analysis, including comparisons of Gen Z and Millennial desires, to decipher consumption trends from the perspective of desire.

【Overview】
Date & Time: Tuesday, March 25, 15:30–17:00 (Doors open at 15:10)
Format: Hybrid - On-site (Capacity: 80 people) or Online (Zoom)
Venue: Japan Marketing Association Academy Hall
　　　Roppongi YAMADA Building 9F, 3-5-27 Roppongi, Minato-ku, Tokyo ※For on-site attendance
Fee: JMA Member Companies: ¥5,500 (tax included) / General Public: ¥8,800 (tax included)
Registration Deadline: March 24, 12:00 PM
Organizer: Japan Marketing Association

■Click here for registration and webinar details
 

【Program】

Lecture 1: "Introduction to a Consumer Behavior Model Based on 11 Consumer Desires"
Lecture 2: "Introduction to Desire Trends"
Lecture 3: "Case Studies of Consumer Research from a Desire Perspective"

【Speaker Profile】

Principal Researcher, Dentsu Inc. Future Business Creation Lab / Future Forecasting Support Lab / DENTSU DESIRE DESIGN
Manabu Tachiki
Has extensive experience in research departments since joining the company, with deep expertise in quantitative, qualitative, and multivariate analysis. Worked in the Sales Division on corporate advertising for automakers and mid-term communication strategy development. At DENTSU SOKEN INC., was responsible for "Japan's Advertising Expenditures." Seconded to Dentsu Digital Inc. in 2016, where he managed digital advertising delivery for numerous clients. Joined the Media Innovation Lab in 2019. Since 2020, has participated in projects including the Future Forecasting Support Lab, Future Business Creation Lab, SPORT TECH TOKYO, and DENTSU DESIRE DESIGN. Co-author of "Information Media White Paper 2013-2016" (Diamond Inc.).

Principal Researcher, Dentsu Inc. Future Forecasting Support Lab / DENTSU DESIRE DESIGN
Primarily engaged in account planning for clients across various industries—including food & beverages, alcoholic beverages, home appliances, insurance, and finance—within marketing-related divisions. Later, in 2010, served as Lead Researcher for Media Shakers' M1・F1 Research Institute®, researching consumer psychology among those in their 20s and 30s. Contributed to magazines and lectured at seminars. From 2013, at DENTSU SOKEN INC., handled consumer behavior, consumption awareness, consumption trend analysis through hit products, generational theory, and energy liberalization. Continued consumer trend analysis until 2017, delivering lectures at organizations like the Japan Marketing Association and the Distribution Economics Research Institute, and providing commentary for television and magazines. From 2017, engaged in planning work at the Second Integrated Solutions Bureau while establishing the "Future Prediction Support Lab," proposing business strategies utilizing future prediction data. Launched DENTSU DESIRE DESIGN in 2020, conducting consumer insight and consumption trend analysis from a new perspective of desire.

Dentsu Macromill Insight, Inc. People and Lifestyle Research Institute, Researcher
Rei Kudo
After working at financial institution think tanks and corporate research departments, joined Dentsu Macromill Insight, Inc. Belongs to the "People and Lifestyle Research Institute," a hub for developing methodologies and disseminating information on insights and trends centered on "people." Engages in client work across diverse fields including housing, home appliances, daily necessities, and food service, supporting communication planning and PDCA cycle development. Also involved in research on Generation Alpha. Participates in cross-Dentsu Group projects such as DENTSU DESIRE DESIGN and the Future Business Creation Lab.

Dentsu Macromill Insight, Inc. Business Development Department / Account Lead Group / Manager
Naofumi Imaizumi
Since joining the company, has worked across diverse sectors including FMCG (Fast-Moving Consumer Goods), finance, housing, food service, and home appliances. Excels at uncovering consumer insights directly impacting decision-making, handling everything from analysis to communication planning end-to-end. Also engaged in research on Generation Alpha.