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Presentation Punto de Fuga. Where did we start from? ARCHITECTURE PICTORIAL ART CONFLUENCE SENSE GESTALT MEETING ESCAPE GETAWAY RUPTURE OF PARADIGMS PERSPECTIVE.

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Presentation on theme: "Presentation Punto de Fuga. Where did we start from? ARCHITECTURE PICTORIAL ART CONFLUENCE SENSE GESTALT MEETING ESCAPE GETAWAY RUPTURE OF PARADIGMS PERSPECTIVE."— Presentation transcript:

1 Presentation Punto de Fuga

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

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

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5 Brand 8 Brand 10 Elegant Excl.-Not everyone wears it Garments that make me look gorgeous ClClassic, never becomes outdated Makes me feel special Garments that suit me Good advertising Recognisable by others High quality garments Modern, fashionable designs, Fits my personality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

5 What do we do? Company 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 FOCUS GROUPS (group dynamics) IN-DEPTH INTERVIEWS ETHNOGRAPHIC INTERVIEWS FAMILY INTERVIEWS ANTHRO- POLOGICAL OBSERVATION CREATIVE GROUPS EPSY SENSOR GROUPS FOCUSSING ON INNOVATION AND CREATIVITY We use a very broad range of qualitative methodologies

7 Our specialisation EPSY In – depth psy studies Ethnographic groups Pre- and post-task groups Natural groups (friends, gangs...) Panels: family, specific target groups.. (laboratory) Including other languages: photography, non-verbal scales OPPOSING GROUPS AB A/B CREATIVE AND INNOVATIVE CORES N.C.I Testing and fine- tuning product concepts QualitativeStepping

8 Our specialisation 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 Testing and fine- tuning product concepts

9 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…) Our specialisation Qualitative Stepping

10 Our specialisation 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. OPPOSING GROUPS AB A/B

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 IN THE STREET TELEPHONE (CATI) INTERNET SHOP ENTRY AND EXIT MYSTERY SHOPPING

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 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 DEEPER EXAMINATION OF DATA Correlation analysis User segmentation… INCLUDING NEW SUPPORTS FOR DATA GATHERING (INTERNET) Tactical studies that are fast and precise Broad data bases

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

15 El equipo de Punto de Fuga Equipo Cualitativo Mauro González Mariano Maqueda Jaume Vilanova Esther Mijangos Alexis Serna Gisela Álvarez María Regueiro Ana Alonso Mónica Roca Aitor Vargas Cristina Gonzalez Sandra Antunez Equipo Cuantitativo 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? MADRID BARCELONA Where are we? C/ Gran Vía, 26; 5º Izda Madrid Tel.: C/ Roger de Llúria, 82; 3º1ª Barcelona Tel.:


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