Hakuhodo Institute of Life and Living Releases Seventh Category, "Shopping," on Photo Research Site "Seikatsu Zukan"

The Hakuhodo Institute of Life and Living, a think tank of Hakuhodo Inc. (Minato-ku, Tokyo; President and CEO: Kenji Nagura; hereinafter referred to as Hakuhodo), conducts "Life Photo Research" to collect and analyze photos taken by consumers. The institute has now released "Shopping" as the seventh category on its data browsing site, "Seikatsu Zukan," following the sixth category, "Happiness/Trust."

The "Shopping" category features 1,302 photos provided by 408 individuals, covering "items that felt like a good purchase," "impulse buys," "reward purchases for oneself," and "items purchased continuously for a long time." Users can freely search these photos based on characteristics of the photographer, such as gender, age, and region, as well as various tags.

With this latest release, "Seikatsu Zukan" now comprehensively covers and allows exploration of consumers' real-life situations and mindsets through a total of 8,428 photos. The site also includes "Researcher's Discovery Notes," which offer insights into new consumer values and desires based on the photos, and reports summarizing which aspects of shopping provide consumers with satisfaction.

We encourage you to use this as a tool to understand the "now" of consumers and gain insights into the "future."

◆ The "Shopping" category includes photos related to "items that felt like a good purchase," "impulse buys," "reward purchases for oneself," and "items purchased continuously for a long time." (Photos are examples)

[Site URL] https://seikatsusoken.jp/seikatsu-zukan/kaimono/

◆ Users can narrow down searches by characteristics of the photographer, characteristics of the photo, and free keywords.

◆ Researchers provide explanations on "new consumer desires" and "changes in mindset" observed from photos and descriptive comments.

◆ Currently, seven categories are available: "Food," "Clothing," "Housing," "Sharing," "Environment," "Happiness/Trust," and "Shopping." Other categories will be updated sequentially in the future.