IDEAFUND Co., Ltd. (Founder & CEO: Naoko Okawachi, Tokyo) is pleased to announce that that its initiatives have been featured in an article published by Nikkei XTREND, a Japanese business trend media by Nikkei.
The article introduces the launch of a new series in Suntory’s RTD (Ready-to-Drink) brand “-196,” developed following two years of comprehensive consumer research. Through the use of participant observation, the project uncovered the underlying realities behind consumers’ seemingly “reasonless choices.
IDEAFUND supported this initiative by providing expert training on participant observation methods and conducting the research in close collaboration with Suntory’s team.
Article Title: Suntory’s “-196” Strategy Exploits Blind Spots in the Competition — What In-Depth Research Revealed About Consumers
Publication Date: September 25, 2025
About IDEAFUND
With the corporate mission, “Observe. Uncover. Interpret. Ignite Insights.”, ideafund Inc. is Japan’s first company established to apply cultural anthropology to business. By visiting and closely observing people’s real-life settings—whether in their homes, workplaces, or other everyday environments—we derive deep insights that inform business development and organizational transformation.
- Representative –
- Naoko Okawachi, Founder & CEO
- Established –
- January 4, 2018
- Headquarters –
- Tokyo, Japan
- Business Scope –
- Research, consulting, and advisory services grounded in cultural anthropology
- Corporate Website –
- https://ideafund.co.jp/
Contact info:
info@ideafund.co.jp