Reading the tea leaves: Five questions to inspire consumers and brands to create the future

Rumiko Ayusawa, Akiko Hoshi and Haruka Sugino

Introduces an attempt to co-create a desirable future with consumers and brands through the power of research.

Introduction

Today the world has become more and more uncertain, and the pace of change is getting faster. In times like these, naturally, a demand for knowing what will happen in the future grows stronger. It is the same in marketing. We often hear our clients say "we want to know what consumers want next", or "we want the data that enables us to see what comes next".

As a matter of fact, an appetite for envisioning the future itself is nothing new: since ancient times, humans have always sought ways to "foresee" the future. Fortune-telling, like reading tarot cards...

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