In the past, the mainstream of marketing was the ``product-out'' concept of ``if you make a good product, it will sell'' and ``if you develop a good technology, it will sell'', but now that society has matured and we are in an age of gluttony, the ``market-in'' concept has become mainstream. ideas are essential. Against this background, it has become extremely important to plan and implement various marketing research based on the consumer's perspective and extract ``insights'' that are ``latent needs that even the consumers themselves are not aware of yet''. In our laboratory, we particularly focus on the "Z generation" and "α generation" and aim to gain knowledge that will lead to next-generation marketing by discovering their insights.