Hoshino Seminar – Professor Hoshino
Dr. Hoshino Takahiro
Specialty: Economics, Marketing
Interviewer: 青竹『Own research and seminar activities』
Please tell us about what you are currently researching
I am researching marketing and behavioral economics in general, but originally I was
researching statistics, specifically causal effect estimation through a statistical analysis. To bemore specific, when evaluating policies, corporate advertisements and promotions, educational
programs, and medical treatments the original baseline of various causes such as prior sales,
academic achievements, and the emergence of other diseases it is difficult to understand whether
the policy, promotion, or program is effective or not. Statistical causal effect estimation is amethod of using statistics to examine the causal effects of pure policies, programs, andtreatments.
I have also been researching psychology and brain science for some time, and I am interested infinding out in which situations people act rationally or irrationally.
And when it comes to making use of it in purchasing behavior, it becomes marketing. We
conduct research using statistical methods and the knowledge of behavioral economics andpsychology, and I also assist in applying such behavior in practice.
In the seminar, we assign projects according to the interests of the students. I will help you
understand what you are looking for and help you improve your skills. In fact, for example,
understanding consumer behavior from point card data with 50 million members and providing
advanced data services, utilization of web browsing data obtained from smartphones and PCs,and customer purchase data at supermarkets. Based on this, we work together with
manufacturers, advertising agencies, and trading companies to formulate optimal measures. In
addition to marketing, we have conducted a variety of activities such as how to promote healthmaintenance behavior based on health checkup data and household surveys of all residents over
20 years in a certain local government, and (with Line) understanding and prevention of
cyberbullying on SNS. Some students participate in projects that bring statistics and behavioral
economics to the field.

『On the job training』
Can you tell us about your education philosophy?
I went to the University of Tokyo, and I majored in science. I was dreaming to learn aboutbiotechnology, something like IPS cells, but when I decided to go on to specialize in it andvisited laboratories, I realized that I will be working under a professor and do his busy work. I

felt that this system of “busy work” didn’t suit me, so my interest gradually shifted tohumanities. I also considered economics as my specialty, but at the time there was no such termas behavioral economics in Japan. I couldn't believe it. So, I moved to psychology, and since I
was good at mathematics, I decided to specialize in statistics, which is also required inpsychology. As a result, I now conduct research on the three pillars of statistics, behavioral
economics, and marketing.

『Statistics, behavioral economics, and marketing』
What do you require from the incoming 2nd years?
As a professor, I specialize in statistics and econometrics, but as a seminar, I can do practicalmarketing based on statistics and behavioral economics that can be used even after entering acompany. I don't think there is any other seminar like mine, so I would like people who areinterested to come.
As a seminar, we conduct [on-the-job training], so we would like people who are willing toparticipate in competitions and give presentations in front of companies to participate in practicalactivities. Also, since you will be working in groups, it is necessary to have a minimum level ofcooperation skill so that working in a group will not be a problem. Of course, I think that we canprovide an interesting place for people who want to do experiments in big data analysis andbehavioral economics, but we don't need everyone to be like that, and we want to value diversity.
…and at the very least you should be able to understand the concept of statistics. (Laugh) You
don't necessarily have to like working with data, but if you don't mind, please apply!

『We are looking for people who are willing to take part in practical activities』
Lastly, a short message to the 2nd years
In an era where artificial intelligence is taking over more and more jobs, what are the remaining
high-level (that is, Keio graduates will get) jobs?
At least "research and development" will always remain, so if you want to study economics,
please do your best to study. However, most students will not become scholars. What else is left?
What artificial intelligence or machine learning can do from big data is, after all, only thediscovery of past patterns. In the future, there will be an increasing demand for decision-making
work that takes on that risk and work that uses a variety of knowledge and experience to makecreative plans. Many of the people who do this kind of work at global companies, such as google
and amazon, have PhDs in economics. Did you know that such skill cannot be imitated byartificial intelligence? If you think about it that way, there is no loss in studying economics
seriously in your second year.
These days, more than ever before, advanced academic knowledge is required for work.

In fact, it is very disappointing to realize that the study you are doing now is actually very
meaningful and that you should have studied more later. I hear things like this from companies
all the time.
However, I think it is not easy to maintain the motivation to study, so I think it would be good topay attention to social trends and find meaning in your current studies.

Sidenote:
From the first time I met Professor Hoshino, he had a gentle vibe, and we had a lively
conversation. However, in anticipation of when students will go out into the world, in terms ofeducation, it seems that he is trying to provide very practical guidance that will benefit thestudents.
It is important for his second-year students, who will be deciding on a seminar, to narrow down
their field, but I would also recommend meeting the professor in person and getting to know him
personality.
Despite his busy schedule, the professor willingly agreed to the interview and always treated mewith courtesy. I would like to take this opportunity to thank you from the bottom of my heart.
Thank you very much.