3１.慶應SFC 総合政策学部 桑原武夫 教授
- Professor Takeo Kuwahara
Introduction of the discussion
In the consumer behavior research until the 1970s, the approach method (modern research) to demonstrate consumer behavior scientifically and objectively was the mainstream. However, consumer behavior is more subjective, for example, it often depends on “experience after using the product” and “emotion”. That is why modern research often leads to contradictory results. Then, post-modern research using approaches such as observation and depth interview (depth interview) has appeared, focusing on “experience after use of products” and “emotions”. The researchers who consider the ambiguity of the word “post-modern” use the term “interpretative approach” instead.
Finding the problem
Then, how can we use this post-modern method to analyze consumer life under certain conditions?
The key to new qualitative research in recent years is to build a “long-term close relationship”.
This creates a relaxed atmosphere, a sense of trust and a sense of unity among the survey subjects, and allows us to discuss topics related to privacy that are often hidden in regular surveys.
What the investigators should be aware of is to create an atmosphere in which the survey subjects can easily talk about their own consumption experiences. It is also important to accept the participation method of listening to the story of the target audience.
Therefore, I would like to study the consumer behavior of pensioners who do not have spouses and children, which have been increasing in recent years, by using postmodern methods.
Examining the conclusion
By studying with Professor Takeo Kuwahara, who is researching consumer behavior using postmodern methods, I am sure that I could obtain various perspectives regarding my research and it would open up new horizons for me.
Therefore, I believe that Keio University’s Faculty of Policy Management is the most suitable place for pursuing my research and social contributions, and I am aspiring to enter your school and study in your laboratory.