He is one of the leading researchers in the field of Kansei design. His main research interest is a design methodology for product perceived quality. He has developed and refined his methodology for about ten years through applying it to industrial design projects with a broad range of corporate partners. The applications include shape aesthetics, product sound quality, lighting design, textures, and materials. His current scientific interest is to understand a mechanism of expectation effect during multi-sensory interactions, such as vision and touch, between users and products. His current projects involve expectology, long-lasting design, and semiotics in product perceived quality.