[English] [Japanese]

Naohiro Matsumura

Associate Professor, Ph.D.


Graduate School of Economics, Osaka University
Office #356, 1-7 Machikaneyama, Toyonaka, Osaka, 560-0043 Japan

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I joined the faculty of Osaka University in 2004 after spending a year as a post-doc at the University of Tokyo. My research focuses on shikakeology and social data mining for creative and strategic marketing.

Curriculum Vitae (Last updated November 27, 2014)


My research focuses on two topics: shikakeology and social data mining.


A shikake is an embodied trigger for behavior change to solve social or personal problems. I coined the term shikakeology as a science of shikake in order to understand the underlying mechanisms.

For example, the tiny shrine gate reminds people of a holy place, and this prevents them from littering. The stairs decorated like a piano, on which people can actually make a piano-like sound with their feet, attract people’s attention and encourage them to use the stairs rather than escalators.

In addition to collect such shikake cases to explore the mechanisms, I also make various shikakes that attract attention of people.

Social Data Mining

Another research topic includes social data mining, which reveals the influential relationships among people, topics, engagements etc from data. The network figure below shows the directed influential relations between topics in a bbs, and the diagram figure below shows the structural equation model derived from anonymous online communities. These models show the influence that affects our social behavior in the online community.

Throughout these researches, I am attempting to model the mechanism of social phenonema in order to make the world better.

Selected Papers