Under a Creative Commons licence (CC license), the report will be released bilingually, in Japanese and English. In addition, the photos accumulated during the research process (161 photos), as well as a "practical guide" that is a collection of the knowledge related to design research gained through the project, will be released at the same time. We hope that this report will become the starting point for the creation of a new discussion that involves the world, and contribute to the solution of various problems caused by aging.
The report has the following 3 features.
- It consists of 4 elements that deepen the knowledge of "aging."
Chiefly, these 4 elements are: "concepts" gained from the research, "findings," "archetypes" for the conception of new goods and services, and "opportunity areas."
- Redefining life stages to perceive elderly people more accurately.
In the conventional definition of life stages, people over the age of 65 are given vague classifications such as "late middle age" or "old age." In anticipation of the future prolongation of life expectancy, we redefined ages over 50 into 4 life stages in order to grasp in more detail the environment that surrounds the elderly.
- 8 Frameworks to visualize vague common wisdom.
Research discoveries appear together with a total of 8 conceptual diagrams. With models visualizing the transition process to retirement broken down by attribute, models of relationship reciprocity expressing changes in the position of giving and receiving between parents and children over three generations, and such, we tried visualization concerning the meaning of getting on in years, also reconsidering those things from the interviews liable to be treated as "unspoken agreements."
One feature of the method used in this "design research" survey is that the conductors of the investigation are people who themselves actually design and plan projects and products. In traditional market research, marketers and researchers are the conductors of the surveys, but with people who are actually engaged in design participating from the research stage, it will lead to an understanding of even the nuances of people's daily lives.
Also, design research focuses on the "why," including the context behind the behavior and thoughts of people living their lives, which is difficult to bring to light with quantitative surveys and formal qualitative surveys. It can be said that it is a survey method that reveals viewpoints and mental attitudes that the subject him/herself was not aware of, and thus leads to more essential findings into the issue.
This research welcomes as its research manager Jan Chipchase of design consulting firm Studio D, and a team consisting of members from diverse backgrounds such as corporations and universities. It was conducted targeting 170 people in the three areas of Tokyo, Yoshino, and Chengdu (China).
This research is a foundational survey and does not aim to directly lead to problem solution. We hope that discussions born from the basic information compiled this time will lead to new steps.
* In the future, based on opportunity areas revealed through this research, we are planning to develop new products and services that meet the needs of the elderly together with businesses. For businesses and media interested in aging, please inquire below.
email@example.com / 03-5459-5123 | Loftwork Inc. PR (Attn: Hareguchi)