The research approach is what guides the stance and direction of research. Research approaches have traditionally been based on existing scientific and technological concepts. In other words, we tend to think that the technology must be there before we can define what is possible, or that combining two existing technologies will open up new possibilities. But to create new values for the future, this process must be reversed.

First, we need to imagine what the future holds for us by asking questions such as: What kind of new lifestyles will people enjoy in the future? What services and products of companies will people want in tomorrow's society? What technology is needed to provide those services and products? That's where the research starts.

Innovative thinking and technological development today starts by analyzing market needs and how well a product will sell. But we reverse this order and start not with market needs, but with what individuals want. This chart shows other innovative approaches to our research.