Unraveling the Components of 'Cool' and 'Stylish' in Sensory Value Research

Overview of the Seminar

Asmark Corporation, based in Shibuya, Tokyo, is hosting a seminar on June 18, 2025, at 1:00 PM, dedicated to the theme of ‘Sensory Value’. This seminar will aim to dissect the underlying structures of key terms like ‘cool’ and ‘stylish’ from a research perspective and offer nuanced insights into how these elements are perceived in the marketplace.

Who Should Attend?

This seminar is tailored for:

- Individuals seeking to understand how sensory value affects product and brand perception.
- Those grappling with how to manage qualitative and quantitative research related to sensory value.
- Marketers and planners who wish to articulate the reasons behind consumer attraction in insightful ways.

Background

In today’s market, terms like ‘I like it for no particular reason’ or ‘using it makes me feel good’ represent the ‘sensory value’ that significantly influences consumer behavior. It’s essential to capture values rooted in emotions to discover reasons behind choices that cannot solely be explained by functionality or price. Yet, while terms such as ‘cute’, ‘stylish’, and ‘cool’ are frequently used in strategy sessions and concept developments, the confidence to assert these connections to target audience feelings is often lacking.

The subjective nature of these ‘feelings’ means their significance and context vary across individuals, making it hard to establish a common understanding in research and planning. As a result, marketers often find themselves pondering how to capture these feelings accurately and how to elicit them effectively through research. This seminar aims to provide valuable points for understanding this vague sensory value as a 'shareable asset'.

Seminar Objectives

By organizing the factors that generate differences in understanding and the structures behind language, the seminar will guide participants in discerning these values. Our goal is to equip attendees with practical insights to enhance their daily planning and decision-making processes.

Seminar Details

- Title: Unraveling the Components of ‘Cool’ and ‘Stylish’ in Sensory Value Research
- Date: June 18, 2025
- Time: 1:00 PM – 1:45 PM
- Capacity: 500 participants
- Cost: Free
- Speakers:

- Kumi Koseki, Akatsuki LLC
- Shunsuke Kano, Asmark Corporation, Marketing Communication Group

- Participant Benefits: Attendees will receive free seminar materials.

Program Outline

1. What is Sensory Value? Importance and Background
2. Overcoming Hurdles in Understanding 'Cool' and 'Stylish'
3. Research Approaches and Practical Cautions – Avoiding Word Games
4. Examples of Making Sensory Value Visible
5. Introducing Research Methods to Unpack Sensory Value

This seminar is not just a lecture; it’s a vibrant exploration into how we define meaningful qualities that resonate with consumers. Don’t miss this opportunity to deepen your understanding of sensory value and enhance your strategic marketing capabilities.