2 ARCHITECTURE PICTORIAL ART PARADIGMS PERSPECTIVE Where did we start from?ARCHITECTURE PICTORIAL ARTESCAPEGETAWAYRUPTURE OFPARADIGMS PERSPECTIVECONFLUENCE SENSEGESTALTMEETINGPROSPECTIVEHORIZONTAL: FUTUREVERTICAL: DO RESEARCH
3 How we see research Being a CONSUMER USER PURCHASER… is just accidentalFromHOMOTECHNOLOGICUSHOMOCARREFOURTo someone with a name and surnameWE ARE INDIVIDUALSWhat does consumption/ use/ or buying something offer me?
4 What is our philosophy? “Our vision of the job” QUALITATIVE INTRINSICRecognisable by othersGood advertisingBrand 1Excl.-I’ll pay more for itQUALITATIVEBrand 3Garments that make me look gorgeousBrand 9Brand 6NATURALNESSFits my personalityMakes me feel specialBrand 10Brand 8Convenient and comfortable garmentsModern, fashionable designs,ARTIFICIALITYGarments that suit meClClassic, never becomes outdatedElegantExcl.-Not everyone wears itBrand 5Brand 4High quality garmentsBrand 2Brand 7ROUTES INTO AWARENESSEXTRINSICTV, RADIO, PRESS, ETC.QUANTITATIVEWORD OF MOUTHSAMPLINGINTEGRATIONOf research designOf the analysis of results: an integrated and holistic visionOf working philosophy: internal analysis by both teams
5 What do we do? Company Communication The Brand Product Individuals Culture, internal imageCommunicationCommitment, messages and credibilityThe BrandImage, positioning and evolutionProductValues and the marketing mixIndividualsMotivations, perceptions and attitudesSocietyTendencies and values
6 Our Qualitative Research We use a very broad range of qualitative methodologiesFOCUS GROUPS(group dynamics)IN-DEPTH INTERVIEWSETHNOGRAPHIC INTERVIEWSFAMILY INTERVIEWSANTHRO-POLOGICAL OBSERVATIONCREATIVE GROUPSEPSYSENSOR GROUPSFOCUSSING ONINNOVATIONAND CREATIVITY
7 CREATIVE AND INNOVATIVE CORES Qualitative “Stepping” Our specialisationOPPOSING GROUPSCREATIVE AND INNOVATIVE CORESN.C.IEPSYIn – depth “psy”studiesABA/BTesting and fine-tuning productconceptsQualitative “Stepping”Ethnographic groupsPre- and post-task groupsNatural 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 usedAs the approach when objectives are more individual and motivational.SEQUENCE / PHASE 2With 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…)QualitativeStepping
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 themselvesIndividuals in societyThe category, for individuals and societyValues, tendencies, the category dynamicTruths and desiresBrands in this contextProducts and their benefitsAreas not coveredFuture routes
12 Our Quantitative Research With a broad range of quantitative methodologiesHALL TESTTELEPHONE (CATI)IN THE STREETINTERNETMYSTERY SHOPPINGSHOP ENTRY AND EXIT
13 Our Quantitative specialisation – Working Philosophy Studies which require an AD-HOC vision approaches that are not prearrangedWhich direction does our work take in Punto de Fuga?APPROACHES THAT ARE NOT STANDARDISEDDEEPER EXAMINATION OF DATAAPPROACHING THE INDIVIDUAL WHO IS BEHIND THE CONSUMERINCLUDING NEW SUPPORTS FOR DATA GATHERING (INTERNET)Correlation analysisUser segmentation…Different approaches for a single objectiveThe use of non-verbal languagesThe use of experimental techniquesSegmentation based on qualitative typologiesTactical studies that are fast and preciseBroad data bases
14 Our Quantitative specialisation - Methodologies AT A METHODOLOGICAL LEVELC.O.B.: Choice Optimization BoardPROFES: Problem Finding Evaluation SystemBENEFITS & BARRIERSSTUDIES OF THE MIX (product, concept, FFMM…)USES AND ATTITUDES Segmentation studiesSTUDIES OF THE PURCHASE PROCESSTHE 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 CualitativoEquipo CuantitativoMauro GonzálezMariano MaquedaJaume VilanovaEsther MijangosAlexis SernaGisela ÁlvarezMaría RegueiroAna AlonsoMónica RocaAitor VargasCristina GonzalezSandra AntunezSebastián WaliñoMónica RebordinosLaura TorrebadellAlberto PlazasPaula DelgadoMarc LenhartMontserrat CíasRamón JordanaLaura IsierteRocío PérezMaria Jose MartinPepita Póveda
16 Who are we? Where are we? MADRID BARCELONA C/ Gran Vía, 26; 5º Izda. Tel.:C/ Roger de Llúria, 82; 3º1ª08009 BarcelonaTel.: