1. Presentation Punto de Fuga

2. ARCHITECTURE PICTORIAL ART PARADIGMS PERSPECTIVE
Where did we start from?
ARCHITECTURE PICTORIAL ART
ESCAPE
GETAWAY
RUPTURE OF
PARADIGMS PERSPECTIVE
CONFLUENCE SENSE
GESTALT
MEETING
PROSPECTIVE
HORIZONTAL: FUTURE
VERTICAL: DO RESEARCH

3. How we see research Being a CONSUMER USER PURCHASER…
is just accidental
From
HOMOTECHNOLOGICUS
HOMOCARREFOUR
To someone with a name and surname
WE ARE INDIVIDUALS
What does consumption/ use/ or buying something offer me?

4. What is our philosophy? “Our vision of the job” QUALITATIVE
INTRINSIC
Recognisable by others
Good advertising
Brand 1
Excl . -
I’ll pay more for it
QUALITATIVE
Brand 3
Garments that make me look gorgeous
Brand 9
Brand 6
NATURALNESS
Fits my personality
Makes me feel special
Brand 10
Brand 8
Convenient and comfortable garments
Modern, fashionable designs,
ARTIFICIALITY
Garments that suit me Cl
Classic, never becomes outdated
Elegant
Excl . -
Not everyone wears it
Brand 5
Brand 4
High quality garments
Brand 2
Brand 7
ROUTES INTO AWARENESS
EXTRINSIC
TV, RADIO, PRESS, ETC.
QUANTITATIVE
WORD OF MOUTH
SAMPLING
INTEGRATION
Of research design
Of the analysis of results: an integrated and holistic vision
Of working philosophy: internal analysis by both teams

5. What do we do? Company Communication The Brand Product Individuals
Culture, internal image
Communication
Commitment, messages and credibility
The Brand
Image, positioning and evolution
Product
Values and the marketing mix
Individuals
Motivations, perceptions and attitudes
Society
Tendencies and values

6. Our Qualitative Research
We use a very broad range of qualitative methodologies
FOCUS GROUPS
(group dynamics)
IN-DEPTH INTERVIEWS
ETHNOGRAPHIC INTERVIEWS
FAMILY INTERVIEWS
ANTHRO-
POLOGICAL OBSERVATION
CREATIVE GROUPS
EPSY
SENSOR GROUPS
FOCUSSING ON
INNOVATION
AND CREATIVITY

7. CREATIVE AND INNOVATIVE CORES Qualitative “Stepping”
Our specialisation
OPPOSING GROUPS
CREATIVE AND INNOVATIVE CORES
N.C.I
EPSY
In – depth “psy”
studies A B
A/B
Testing and fine-
tuning product
concepts
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

8. Our specialisation Testing and fine- tuning 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

9. Our specialisation Qualitative Stepping
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.
In other cases Personal Interviews are used
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…)
Qualitative
Stepping

10. 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.

11. 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

12. Our Quantitative Research
With a broad range of quantitative methodologies
HALL TEST
TELEPHONE (CATI)
IN THE STREET
INTERNET
MYSTERY SHOPPING
SHOP ENTRY AND EXIT

13. 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?
APPROACHES THAT ARE NOT STANDARDISED
DEEPER EXAMINATION OF DATA
APPROACHING THE INDIVIDUAL WHO IS BEHIND THE CONSUMER
INCLUDING NEW SUPPORTS FOR DATA GATHERING (INTERNET)
Correlation analysis
User segmentation…
Different approaches for a single objective
The use of non-verbal languages
The use of experimental techniques
Segmentation based on qualitative typologies
Tactical studies that are fast and precise
Broad data bases

14. Our Quantitative specialisation - Methodologies
AT A METHODOLOGICAL LEVEL
C.O.B.: Choice Optimization Board
PROFES: Problem Finding Evaluation System
BENEFITS & BARRIERS
STUDIES OF THE MIX (product, concept, FFMM…)
USES AND ATTITUDES Segmentation studies
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)

15. El equipo de Punto de Fuga
Equipo Cualitativo
Equipo Cuantitativo
Mauro González
Mariano Maqueda
Jaume Vilanova
Esther Mijangos
Alexis Serna
Gisela Álvarez
María Regueiro
Ana Alonso
Mónica Roca
Aitor Vargas
Cristina Gonzalez
Sandra Antunez
Sebastián Waliño
Mónica Rebordinos
Laura Torrebadell
Alberto Plazas
Paula Delgado
Marc Lenhart
Montserrat Cías
Ramón Jordana
Laura Isierte
Rocío Pérez
Maria Jose Martin
Pepita Póveda

16. Who are we? Where are we? MADRID BARCELONA C/ Gran Vía, 26; 5º Izda.
Tel.:
C/ Roger de Llúria, 82; 3º1ª
08009 Barcelona
Tel.: