IDEAFUND Featured in Nikkei MJ

IDEAFUND Co., Ltd. (Founder & CEO: Naoko Okawachi, Tokyo) is pleased to announce that an article introducing the initiatives of IDEAFUND was featured on the front page of the January 22, 2025 edition of Nikkei MJ.

The article highlights the trend of utilizing humanities and social sciences in marketing, citing Suntory’s use of participant observation methods from cultural anthropology in consumer research for canned chu-hi. Additionally, it summarizes past research conducted by IDEAFUND on home appliance repair services and the reasons why business anthropology is currently gaining attention.

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.

IDEAFUND CO., Ltd.
https://ideafund.co.jp/en/
ESOMAR Corporate Member

Contact info:
info@ideafund.co.jp