[Call for Participants] Dentsu Inc. × Dentsu Macromill Insight, Inc. Co-hosted Webinar: “Five-Year Changes in Consumption and Desire: Insights from Consumer Research That Moves the Heart” – July 8

Dentsu Inc. and Dentsu Macromill Insight, Inc. are recruiting participants for a webinar they will co-host on Wednesday, July 8, titled “Five Years of Change in Consumption and Desire: Insights from Consumer Research That Moves the Heart.”

Dentsu Inc. and Dentsu Macromill Insight, Inc. jointly run a consumer research project called DENTSU DESIRE DESIGN (DDD). It focuses on "Desire"—the insights that influence consumption. As part of this research, the "Emotionally Engaging Consumer Survey" has been conducted continuously since 2021. The project has been conducting regular observations of consumption experiences accompanied by emotions such as excitement and inspiration, as well as the underlying desires driving them.

In this webinar, we will analyze the changes in consumer behavior revealed by five years of survey data. Additionally, we will examine the current state and future outlook of consumer “desire,” including consumption trends. In an era where AI is driving efficiency and optimization, how should we understand the “desire” that truly motivates people? We will explore future consumer understanding from the perspective of “desire.”

[Special Offer for Attendees]
Participants who attend the webinar and complete the survey will receive exclusive related materials

[Overview]
Date and Time: Wednesday, July 8, 1:00 PM – 2:00 PM
Format: Online
Cost: Free
Registration Deadline: Monday, July 6, 2:00 PM
Organizers: Dentsu Inc., Dentsu Macromill Insight, Inc.

■ Clickhere for registration and webinar details

[Program]
・Consumer Changes Over the Past 5 Years as Seen Through DDD’s “Emotionally Engaging Consumer Survey”
・The Evolution of Desires as Seen Through Consumption Trends
・Future Outlook on Desires

【Speaker Profile】
Manabu Tachiki
Dentsu Inc., DENTSU DESIRE DESIGN, Senior Researcher　
Since joining the company, he has worked in research for many years and has extensive experience in quantitative, qualitative, and multivariate analysis. He worked in the sales department on corporate advertising and mid-term communication strategy development for automobile manufacturers, and at DENTSU SOKEN INC., he was in charge of “Advertising Expenditures in Japan.”In 2016, he was seconded to Dentsu Digital Inc., where he led digital ad delivery for numerous clients. Since 2019, he has participated in projects including the Media Innovation Lab, the Future Forecasting Support Lab, the Future Business Creation Research Institute, SPORTS TECH TOKYO, and Dentsu Desire Design. He is a co-author of “Information Media White Paper 2012–2015” (Diamond Inc.).

Takashi Chiba
Producer, Dentsu Inc. DESIRE DESIGN　
After joining Dentsu Inc., he worked in sales, media, and DENTSU SOKEN INC. before assuming his current position in 2022. At DDD, as a core member, he is engaged in developing the “Desire Future Index,” which predicts consumer spending intentions based on quantitative surveys, and analyzing “Desire Trends” to forecast the following year’s trends. He also contributes to web series and engages in external activities.He serves as a judge for the NHK Foundation’s “Information Health Award,” a joint researcher at Keio University’s X Dignity Center, and a project researcher at Kyoto University’s Graduate School of Medicine. He is a co-author of “Future Thinking Concepts” (Cross Media Publishing).

Yoko Kudo
Dentsu Macromill Insight, Inc. / People and Lifestyle Research Institute / Researcher / Facilitator　
Based at the “People and Lifestyle Research Institute,” a hub for developing methodologies and disseminating insights and trends centered on “people.” Engages in research to promote well-being in corporate activities and, in client work, primarily focuses on qualitative research such as ethnography and workshop design. JPPI Certified Positive Psychotherapist.