Presentation Punto de Fuga

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

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?

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and comfortable garments Modern, fashionable designs, ARTIFICIALITY Garments that suit me Cl Classic, never becomes outdated Elegant Excl .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

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

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

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

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

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

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

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

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)

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

Who are we? Where are we? MADRID BARCELONA C/ Gran Vía, 26; 5º Izda. Tel.: 91.360.5393 mauro.gonzalez@puntodefuga.es mariano.maqueda@puntodefuga.es monica.rebordinos@puntodefuga.es C/ Roger de Llúria, 82; 3º1ª 08009 Barcelona Tel.: 93.476.1494 sebas.walino@puntodefuga.es laura.torrebadell@puntodefuga.es jaume.vilanova@puntodefuga.es