Unlocking Customer Desires: Insights from the New Edition of 'The Essence of Wanting'

On September 16, 2025, a highly anticipated revised edition of the long-selling book 'The Essence of Wanting' will be published by Decom Co., Ltd. This book, originally created by Takahiro Omatsu, the company’s president, and his partner Hiroyuki Hada, uncovers the hidden desires driving consumer behavior. In today’s mature and commoditized markets, understanding these insights has become essential for creating successful products.

Understanding Insights

The term 'insight' refers to unconscious desires that consumers may not even recognize themselves. Because of their hidden nature, uncovering these insights is not straightforward. Yet, when effectively identified and utilized, they can help generate new hits and breakthroughs in various industries. The book emphasizes that insights have become vital in business and now serve as the cornerstone for value creation.

This updated edition provides comprehensive knowledge on how to leverage these insights practically within business operations. With a fresh approach, the authors have updated case studies and frameworks, while also introducing the latest AI-driven insights analysis techniques. Additionally, guidance on developing organizational talent capable of harnessing insights is also covered, making this an essential read for anyone looking to revitalize stagnant products, innovate new offerings, or generate groundbreaking ideas.

A Deep Dive into the Structure of the Book

Chapter Highlights

1. The Hidden Nature of 'Wants': This chapter discusses how consumers often feel ambivalent about their needs, and how uncovering these unconscious desires can spark creativity.
2. Observing Humanity vs. Competitors: Focusing on human behavior rather than just market competitors is crucial for generating successful ideas.
3. Structuring Insights: Here, the necessary information for discovering insights is methodically defined, revealing what drives consumer dissatisfaction or unfulfilled needs.
4. Insight-Based Business Processes: This chapter explores the steps needed before conducting insight research, ensuring that projects align with consumer desires.
5. Research Methods for Insight Discovery: Various methodologies are proposed for gathering information that leads to insights, incorporating psychological and anthropological approaches.
6. Developing and Validating Ideas from Insights: Strategies for transforming insights into innovative ideas and their validation process are elaborated.
7. Incorporating AI in Insight Analysis: This chapter delves into the capabilities of AI in enhancing the efficiency of insights analysis.
8. Building Insight-Centric Organizations: Finally, it outlines how organizations can cultivate an environment that fully embraces insights and trains their personnel to be insight-driven.

Publication and Seminar

On the release date, an online seminar will be held featuring Takahiro Omatsu, who will explain the key revisions in the book. Participants will gain a deeper understanding of the practical applications of insights. Registration for this event is welcomed via the provided link.

To learn more about purchasing the book, please visit the Amazon page. The book is currently available for pre-order.

About Decom Co., Ltd.

Decom Co., Ltd. is based in Chiyoda, Tokyo, and was established in March 2004 under the leadership of President Takahiro Omatsu. The company specializes in insight research, educational services, and AI technologies. They are committed to helping businesses unlock the driving forces behind consumer demand through thorough research and innovative strategies.

For inquiries related to this release, please contact:
Decom Seminar Office at [email protected].