2023年12月21日

Naoko Okawachi gave a lecture at University of the Sacred Heart

IDEAFUND Co., Ltd.(Founder & CEO: Naoko Okawachi, Tokyo) announced that their CEO Naoko Okawachi gave a lecture on business anthropology at University of the Sacred Heart , Tokyo on December 20, 2023.

As a guest speaker for the Comparative Cultural Studies class, Naoko spoke to undergraduate students about the history of business anthropology, the practice of IDEAFUND Co., Ltd., and the position and role of the humanities in society.

The following comments have been made about Naoko’s lecture (excerpted): 

  • I was surprised to learn that the anthropological perspective can not only be applied to the business field but is also becoming increasingly in demand in modern society, which is overflowing with big data… I learned that qualitative research such as fieldwork and participant observation, which are key components of cultural anthropology, can meet new needs, which clients or customers are not usually aware of in today’s materially-saturated society. It was very intriguing.
  • I have learned that we cannot predict what knowledge will be useful in life. While I once believed it was sufficient to learn only when sparked by interest, I now intend to proactively pursue learning opportunities.
  • The explanation of how a detailed analysis of an artisan’s skills, extending even to the realm of unconscious tacit knowledge, enables machines to mass-produce more intricate and advanced techniques, was very clear and intelligible.
  • Because I’m now at a crossroads where I am supposed to make a decision on the selection of a seminar at school, it was a great opportunity to hear from the presenter who has applied cultural anthropology to their career.

About IDEAFUND

IDEAFUND is a professional research company located in Tokyo.  With the corporate mission of “Accelerate Innovation with an Idea,” IDEAFUND Co., Ltd. brings together professionals in fields such as cultural anthropology. We are committed to deriving insights and creating new business needs through behavioral observation research. Since its foundation in 2018, its founder, Naoko, and her colleagues have applied the methodology of cultural anthropology to market/consumer research. Through this approach, we aim to gain a comprehensive understanding of consumers and users, thereby identifying opportunities for innovation.

Contact info:
info@ideafund.co.jp