Established in 1981, HILL is a world-renowned think tank that has been instrumental in advancing Hakuhodo’s Sei-katsu-sha Insight philosophy. HILL’s work begins from the perspective that consumers are multi-dimensional, flesh-and-blood individuals rather than categories of faceless consumers.
HILL employs time-series surveys to trace changes in the values of sei-katsu-sha, adopts cutting-edge and experimental methods to uncover portents of the future and emerging trends, and goes far and wide to meet sei-katsu-sha where they live to discuss the issues relevant to them.
HILL produces a wide variety of research reports and books, which are studied not only by our clients, but also by journalists, scholars and other observers of the state of society. With a bird’s-eye view that sees beyond market and industry categories, HILL’s perspectives are imaginative, multi-dimensional and wholly original.
To accumulate long-range sei-katsu-sha data, HILL conducts large-scale studies on specific topics, such as older adults, children, families and consumption. Findings from the data are frequently published.
Future Timeline, Consumption Next Month, and other up-to-the-minute findings are published on the Hakuhodo Institute of Life and Living website and on social media. Data from Seikatsu Teiten, a chronological lifestyle survey covering some 1,400 items that has run since 1992, is also available for download on the website.