[Call for Participants] Dentsu Inc. Media Innovation Lab × Dentsu Macromill Insight, Inc. Co-hosted Webinar: "The Role of Media Goes Beyond 'Information' — The Expansion and Evolution of Value Seen Through Four Roles" December 17

Dentsu Media Innovation Lab and Dentsu Macromill Insight, Inc. are recruiting participants for their co-hosted webinar "The Role of Media Goes Beyond 'Information' — The Expansion and Change of Value Seen Through Four Roles," taking place on Wednesday, December 17.

The value of media now extends far beyond merely "delivering information." As people's interests and lifestyles evolve, its role is expanding to provide "emotional support," "encourage action," and "foster social connections." Focusing on the changing relationship between consumers and media, Dentsu Media Innovation Lab and Dentsu Macromill Insight, Inc. conducted a "Media Usage Survey" targeting 2,800 individuals, ranging from Generation Alpha to seniors.The study identified which media consumers use and for what purposes, organized the underlying values and expectations, and systematized the roles expected of media into four functions: "Delivering Information," "Providing Emotional Support," "Changing Behavior," and "Building Society."

This seminar combines the survey findings with specific media phenomena like "learning," "fandom activities," and "emotional anchors." It interprets the expansion and evolution of these four functions. Furthermore, considering the differing "priority value points" across generations, it offers insights for future media utilization and communication design.

【On-site Participant Benefit】
Attendees who complete the survey on the day will receive exclusive related materials.

【Overview】
Date & Time: Wednesday, December 17, 14:00–15:00
Format: Online
Cost: Free
Hosted by: Dentsu Media Innovation Lab, Dentsu Macromill Insight, Inc.

■Click here for registration and webinar details

【Speaker Profile】
Akira Miwa
Dentsu Inc. Media Innovation Lab, Principal Researcher
Engaged in research, consulting, and surveys for government agencies, manufacturers, ICT companies, and universities.Formulates R&D, business, and product development visions in the information and communications field. Supports consensus building for government agencies, industry associations, and media companies through demand forecasting for areas like catch-up broadcasting, simultaneous broadcasting, and the e-book market. While working on extracting insights and supporting ideation from large datasets, such as in the Voice of Customer (VOC) domain, also researches extracting insights and planning support from SNS public opinion formation and market changes as a "speech medium" accompanying shifts in the media environment.

Mariko Morishita
Dentsu Inc. Media Innovation Lab, Principal Researcher
Engages in research investigating the impact of technological innovation on the information media market, focusing on audience trends. Has conducted numerous surveys domestically and internationally on changes in television viewing environments, including studies on the acceptance of broadcast digitization, the proliferation of HDD recorders, and the internet connectivity of television receivers. Also conducts audience research in collaboration with academia, such as industry-academia joint research projects on the media experiences of infants and children. Broadly disseminates information on consumers' media contact trends through lectures and writing activities.

Naofumi Imaizumi
Dentsu Macromill Insight, Inc. Business Development Department, Account Lead Group, Group Leader; Director, People and Lifestyle Research Institute
Since joining Dentsu Macromill Insight, Inc., he has worked across diverse sectors including FMCG (Fast-Moving Consumer Goods), finance, housing, food service, and home appliances. He specializes in uncovering consumer insights directly relevant to decision-making, handling projects end-to-end from analysis to communication planning. As Director of the People and Lifestyle Research Institute, he also leads projects in generational research, desire research, and future insights.