Transcript Diapositiva 1 - Punto de Fuga

Presentation
Punto de Fuga
Where did we start from?
ARCHITECTURE
PICTORIAL ART
ESCAPE
GETAWAY
RUPTURE OF
PARADIGMS
PERSPECTIVE
CONFLUENCE
SENSE
GESTALT
MEETING
PROSPECTIVE
 HORIZONTAL:
FUTURE
 VERTICAL:
DO
RESEARCH
How we see research
Being a
From
CONSUMER
USER
HOMOTECHNOLOGICUS
HOMOCARREFOUR
PURCHASER…
is just accidental
WE ARE INDIVIDUALS
To someone with a name
What does consumption/ use/
or buying something offer me?
and surname
What is our philosophy?
“Our vision of the job”
INTRINSIC
Recognisable by others
QUALITATIVE
NATURALNESS
Brand 1
Brand 3
Fits my personality
Excl. - I’ll pay more
for it
Brand 9
Garments that make me look gorgeous
Makes me feel special
Brand 6
Brand 10
Modern, fashionable designs,
Brand 8 Convenient and comfortable garments
Classic, never becomes outdated
Cl
Garments that suit me
Brand 5
Elegant Excl.- Not everyone
wears it
Brand 4
High quality garments
Brand 2
Brand 7
ROUTES INTO AWARENESS
EXTRINSIC
TV,
RADIO,
PRESS,
ETC.
WORD
OF
MOUTH
QUANTITATIVE
SAMPLING
INTEGRATION
 Of research design
 Of the analysis of results: an integrated and holistic vision
 Of working philosophy: internal analysis by both teams
ARTIFICIALITY
Good advertising
What do we do?
Company
Communication
 Commitment,
messages and
The Brand
credibility
 Image, positioning
and evolution
Product
 Values and the marketing
mix
Individuals
 Motivations, perceptions
and attitudes
Society
 Tendencies and
values
 Culture,
internal image
Our Qualitative Research
We use a very broad range of qualitative methodologies
FOCUS GROUPS
(group dynamics)
FAMILY
INTERVIEWS
EPSY
IN-DEPTH
INTERVIEWS
ANTHROPOLOGICAL
OBSERVATION
SENSOR
GROUPS
ETHNOGRAPHIC
INTERVIEWS
CREATIVE
GROUPS
FOCUSSING ON
INNOVATION
AND
CREATIVITY
Our specialisation
EPSY
In – depth “psy”
studies
OPPOSING GROUPS
A
B
A/B
Testing and finetuning product
concepts





CREATIVE AND
INNOVATIVE
CORES
N.C.I
Qualitative
“Stepping”
Ethnographic groups
Pre- and post-task groups
Natural groups (friends, gangs...)
Panels: family, specific target groups.. (laboratory)
Including other languages: photography, non-verbal scales
Our specialisation
Testing and finetuning
product concepts
 Qualitative studies that centre on the evaluation of
concepts with consumers.
 Followed by a workshop in which the client and institute
take part (with its Qualitative + Quantitative teams) to
undertake conjoint work for the fine-tuning of concepts.
 Quantitative tests of concepts
Our specialisation
 Qualitative researchers who concentrate on the evaluation of
consumer problems that require a varied methodological approach.
SEQUENCE / PHASE 1:
 In some cases Ethnographic Interviews with an individual or
household.
Qualitative
 In other cases Personal Interviews are used
Stepping
As the approach when objectives are more individual and
motivational.
SEQUENCE / PHASE 2
 With the same interviewees a Focus Group is held as the
approach for more social future objectives.
 Followed by a workshop in which the client and institute take part
(with its Qualitative + Quantitative teams) to undertake conjoint
work for the fine-tuning of concepts.
 The Quantitative testing of concepts (advertising, products…)
Our specialisation
OPPOSING GROUPS
A
B
A/B
 Consumers who are “loyal champions” of each brand (leading
brands that are very polarising), in opposition to each other.
 For the in-depth examination of values, intangibles, the equity
of each brand… based on the words and arguments of
consumers themselves.
Our specialisation
EPSY
“Psy” studies in
depth









Individuals in themselves
Individuals in society
The category, for individuals and society
Values, tendencies, the category dynamic
Truths and desires
Brands in this context
Products and their benefits
Areas not covered
Future routes
Our Quantitative Research
With a broad range of quantitative methodologies
TELEPHONE
(CATI)
HALL TEST
IN THE
STREET
INTERNET
SHOP
ENTRY
AND EXIT
MYSTERY
SHOPPING
Our Quantitative specialisation – Working Philosophy
Studies which require an AD-HOC vision  approaches that are not prearranged
Which direction does our work take in Punto de Fuga?
DEEPER
EXAMINATION OF
DATA
APPROACHES THAT
ARE NOT
STANDARDISED
 Different
approaches for a
single objective
APPROACHING THE
INDIVIDUAL WHO IS
BEHIND THE
CONSUMER
 The use of non-verbal
languages
 The use of experimental
techniques
 Segmentation based on
qualitative typologies
 Correlation
analysis
 User
segmentation…
INCLUDING NEW
SUPPORTS FOR
DATA GATHERING
(INTERNET)
 Tactical studies that
are fast and precise
 Broad data bases
Our Quantitative specialisation - Methodologies
AT A METHODOLOGICAL LEVEL
C.O.B.:
Choice
Optimization
Board
STUDIES OF
THE MIX
(product,
concept,
FFMM…)
PROFES:
Problem Finding
Evaluation
System
USES AND
ATTITUDES
Segmentation
studies
BENEFITS
&
BARRIERS
STUDIES OF
THE
PURCHASE
PROCESS
 THE USE OF NON-VERBAL TECHNIQUES, in which interviewees do not
need to express their response verbally.
 SMALL CONTROLLED SAMPLES.
 THE INTEGRATION OF QUALITATIVE AND QUANTITATIVE METHODOLOGIES
(Consumers take part in both methodologies)
El equipo de Punto de Fuga
Equipo Cualitativo
Equipo Cuantitativo
 Mauro González
 Sebastián Waliño
 Mariano Maqueda
 Mónica Rebordinos
 Jaume Vilanova
 Laura Torrebadell
 Esther Mijangos
 Alberto Plazas
 Alexis Serna
 Paula Delgado
 Gisela Álvarez
 Marc Lenhart
 María Regueiro
 Montserrat Cías
 Ana Alonso
 Ramón Jordana
 Mónica Roca
 Laura Isierte
 Aitor Vargas
 Rocío Pérez
 Cristina Gonzalez
 Maria Jose Martin
 Sandra Antunez
 Pepita Póveda
Who are we?
Where are we?
MADRID
BARCELONA
C/ Gran Vía, 26; 5º Izda.
28013 Madrid
Tel.: 91.360.5393
C/ Roger de Llúria, 82; 3º1ª
08009 Barcelona
Tel.: 93.476.1494
[email protected]
[email protected]
[email protected]
[email protected]
[email protected]
[email protected]